Research interests: audience development, integrated marketing communication, management, arts economy, arts development, and commercialisation of theatre arts.
Marketing strategies for new theatre companies: a case study of Wag the Dog Theatre
New theatre companies such as Wag The Dog Theatre (WTD) encounter challenges in their early years of establishment. They become profit-driven to sustain its operations, and may be forced to conduct marketing activities only for selling tickets. With limited finances, these theatre companies will seek the most affordable or free marketing channels they could find instead of maximising their cost on the most effective and appropriate channel. The purpose of this research is to highlight the importance of a proper marketing plan for successful marketing strategies and its executions for new theatre companies in Singapore. Using the case study approach, this research will study Wag the Dog Theatre to discuss the challenges faced by new theatre companies, particularly in developing a sucessful marketing strategy. It will conduct in-depth face-to-face semi-structured interviews with WTD's ensemble members and correlate interview findings with literature reviews.
May – Aug 2019
Wag The Dog Theatre
Assistant company manager
- Key manager of social media accounts, conducted data studies on target audience and postproduction effectiveness to launch marketing campaigns through digital platform to boost exposure and sales.
- Liaised with partners, vendors and volunteer actors for the theatre production How I Learned to Drive.