The Nuffield Theatre currently presents a highly developed and successful programme of work for 4-20 year olds, but is now looking for ways to retain this audience as young adults, explains Jenny Adams.
With this in mind, the theatre commissioned two MA Marketing Management students studying at Southampton Institute, Phil Browes and Tejas Parekh, to carry out qualitative research to identify the factors that deter the identified age segment from attending the Nuffield Theatre and to provide a set of recommendations based upon these findings. The students worked with moderator David Bebo and marketing agency Carswell Gould Asscociates to carry out focus groups and in-depth interviews.
The Nuffield has been situated on Southampton University?s Highfield campus for the last forty years, and although the theatre has been an independent creative force since 1982, it maintains strong links with academia. Staff and students are an important sector of the theatre?s audience, as are the many societies which perform in its 450 seat auditorium. Artistic Director, Patrick Sandford believes the location of the theatre is a crucial factor which contributes to its success. Whereas universities were once seen as too intellectual and high-brow, and hence intimidating, he believes they are now seen as more accessible and attractive, as a place for broadening the mind - the ideal environment for the arts.
The research found that in order to attract a young adult audience, brand identity and secondary services must be a priority. As this age group tends to spend much of its leisure time in pubs, clubs and bars, it was suggested that the Nuffield should focus on distributing promotional print in these areas. The research also suggested that as social drinking, environment and atmosphere are so important to this sector of the community, then a refurbishment of its bar and restaurant would be a wise move. (The Nuffield is currently renovating both).
With regard to productions, the research emphasised the importance of getting non-Nuffield attenders through the door for the first time. It was clear that this audience sector would like to see more comedy; although contemporary pieces and Shakespeare also seemed popular, and it was proposed that the Nuffield should hold an Alternative Night once a month, preferably on a Sunday (as Friday and Saturday evenings are very precious to this age group). By staging such a performance, The Nuffield would help dispel the youth-held myth that theatre in general can be dull or old fashioned. In terms of promotional offers, it was suggested that the theatre should concentrate on simple, price discounts until a relationship of trust is developed with new customers. Such offers include Under 26 and student discounts, and 2 for 1 offers. Only when the target market has started to attend regularly should the theatre introduce subscription-based schemes.
Jenny Adams is Press & Marketing Officer at The Nuffield t: 023 8031 5500
e: info@nuffieldtheatre.co.uk; w: http://www.nuffieldtheatre.co.uk