Attendance at The Axis has been flat, especially during the summer months. The management wants to extend the customer base at The Axis by attracting more college-aged students to its live music venue. Currently the newspaper ads that promote the live music concerts lack visual appeal and the website for the company does not provide much information other than ticket prices and general concert information. Also, the radio ads are appearing in spots that target a more mature audience than the new target audience. Ticket prices for local acts are on par with ticket prices at the other live music venues; however, the ticket prices for semi-national and national acts can be as high as $25, which is higher than the competitions’ prices.
This report will examine whether the current advertising methods are appropriate for the new target audience. The report will also examine the advertising methods of The Axis and evaluate whether changing our advertising methods will result in increased sales to the target audience; college-aged students. The report will also include some of the results from a survey that was given to 220 university students about their opinions on the popularity and ticket pricing of The Axis compared to its competition; The Rage, The Planet West, and The Club, as well as the students’ opinions on discounts and advertising mediums. Also included in this report will be recommendations on updating the current website for the venue. Specifically, this report will include the following recommendations:
• Concentrate on newspaper and radio advertisements.
• Redesign print advertisements to be more visually appealing and include more information.
• Update and utilize the website for promotion.
• Provide more information to students ...