Samenvatting

Management Summary

This research focuses on the marketing plan Social and Cultural Center De Enck implemented in its theater, and how this plan affects the visitor intent. At the moment, De Enck experiences a decrease in the amount of theater visitors, as many other theaters, and they want to find out if marketing is the main reason for the decrease in visitors. For this reason, the goal of this research is to be able to communicate more specifically and efficiently to the different visitors of Social and Cultural Center De Enck and to reduce decrease in the amount of theater visitors. To accomplish this goal the following problem statement is formulated, which has been answered by executing desk-­‐ and field research:
“To what extent does marketing have a relation with the visitor intent of theater visitors of De Enck?”

First, it is crucial to define what marketing is. Marketing includes all communication based on sale of products or services and is divided into several marketing tools. These tools include several communication means De Enck is applying to communicate with their visitors. As a result, these communication means are analyzed on how they influence the visitors.
Second, the definition of visitor intent is given: ‘the determination to visit something’. Different theories explain this concept, but eventually the MOA-­‐model is the best for this research. The MOA-­‐ model contains three elements: motivation, opportunity and ability. These three elements determine to what extent a consumer is capable to process the message of communication means.

Now that the definitions of marketing and visitor intent are clear, it is important to see what kind of relation they have. The theoretical framework discusses that marketing can influence the consumers’ knowledge, attitude and behavior. Because visitor intent is an attitude, it can be influenced by four different marketing strategies: information, persuasion, dialogue or consensus creation. The MOA-­‐model shows that the higher the motivation, opportunity and ability to process information becomes, the higher the visitor intent will be. There are several methods to increase the three elements of the MOA-­‐model. These methods are included in the recommendations of this research.

After doing desk research, field research was done to examine which communication means are used the most and are designated as inspiring by the theater visitors. The visitor intent of theater visitors of De Enck has been measured and the demographic characteristics have been asked. It turns out most people with low visitor intent belong in the age bracket 35-­‐49 and are mostly females. The majority of the visitors in the bracket 50-­‐64 is female and has an average visitor
intent. The visitors older than 65 are mostly men and score the highest in the category ‘high visitor intent’. In accordance with the results of the field research, there has been analyzed which target group uses specific communication means and which means are designated as inspiring.


In conclusion, marketing and visitor intent of theater visitors of De Enck do have a relation. Namely, communication means can influence visitor intent. To clarify by which ways this can be done, a few personas have been created.


First of all Demi is introduced. She is a 36-­‐year-­‐old woman that belongs to the target group ‘passers-­‐by’. They visit a theater once or twice a year and buy their tickets last-­‐minute very often. That means they have to be triggered by interesting news or highlights per direct mail, the quarterly leaflet or advertisements in ‘Het WeekJournaal’.

Eva is a participant at the age of 55 and visits a theater three to five times a year. She orders her tickets ahead of time and she is very sensitive for special offers. To stay in touch with Eva, De Enck has to send updates via Facebook and direct mail, mostly about celebrities that will give a performance in De Enck. Besides that, Eva appreciates to receive the brochure and she visits the website regularly.

The last persona is called Wim. He belongs to the core audience and visits the theater more than six times a year. Even though this is the smallest target group, it is a big source of income for De Enck. Wim has had a large affinity towards theater from a very young age and are approachable to become an ambassador or donator for De Enck. The brochure is very important to him. Loyalty programs are a good way to show Wim the company appreciates his regular visits. The employees of De Enck are able to convince the core audience to visit a specific show and the advertorials in ‘Het WeekJournaal’ can have the same effect.

To serve Demi, Eva and Wim to the fullest, a concept called ‘De Huiskamer van Oirschot’ (The Living Room of Oirschot) has been developed. De Enck wants to be an accessible center for every target group. By using this concept Demi, Eva and Wim have a common place to meet. This concept is strengthened by the slogan ‘Een tweede thuis’ (a second home). De Enck will be redesigned and transformed into a modern living room that organizes living room concerts. During wintertime these concerts will occur in De Enck by a fireplace and in summer these concerts are organized around a bonfire. To reach the target group the following strategies can be used: the family strategy, the positioning strategy and the participation strategy. With these strategies the target groups can be informed, the company and target groups can have a dialogue and there will be persuasion. With several communication means (that were analyzed in the results of this research) De Enck can adapt to the needs of Demi, Eva and Wim. This way all three of them will visit De Enck more often and the decrease in the amount of theater visitors will be reduced.