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5 Spectacular Marketing Insights From Cirque du Soleil On Customer Intimacy | momentology
By Lisa Lacy, 21st of April 2016 at 14:05 PM.

So how does Cirque du Soleil use get closer to its fans? Here are five marketing insights from Derricks.

1. Be Ready To Ask & Re-Ask Questions

the live entertainment brand isn’t the new kid on the block anymore....undergoing a huge transformation as a result in part of private investment firm TPG acquiring a majority stake last year.

“And what’s fascinating is this inflection point is a chance to re-ask all the questions,” Derricks said. “Everything is back on the table again. Our brand is incredibly strong on stage, but where we’re challenged is what happens beyond the lights and how to interact with you.”

2. Don’t Miss The Marketing Basics
it’s hard for a brand like Cirque du Soleil to simply deliver an app or the like, so “given the crowded market, there’s a lot of basic blocking and tackling as much as finding the next brand new thing. Sometimes it’s about being in the right place at the right time.”

That means Cirque du Soleil capitalizes on traditional out-of-home tactics like taxi toppers and marquis ads, as well as videos in taxis to create awareness and buzz.

3. Have Smaller Conversations & Tell Stories

Derricks said the brand is hearing from its fans that they want to know more about the performers and what goes on behind the scenes.

“Where we’re challenged is selling the concept of the show itself,” Derricks said. “The most radical thing we can do is to be more intimate. I don’t know if we can be louder, but we can be more intimate and [and bring you] behind the curtain, which is a fascinating new adventure for Cirque du Soleil.

4. Bring People To You

Another part of Cirque du Soleil’s marketing strategy involves breaking down the shows into their component parts and connecting with audiences from there....As a result, the brand has begun experimenting with master classes in fields like makeup and dance.

5. Conduct Team Building Activities

What’s more, noting the circus itself has changed drastically as traditional circuses included acts in which performers were related by blood and were therefore very tightly knit, Derricks said Cirque du Soleil, which includes groups of performers without family ties, had to conjure up its own unique methods of fostering trust....As a result, Cirque du Soleil created Spark Sessions, or corporate experiences for networking, business development and/or milestones, to get other companies involved and to help teach what it has since learned about trust and leadership, "
private_equity  TPG  Guy_Laliberté  entrepreneur  fascination  Cirque_du_Soleil  customer_experience  storytelling  customer_intimacy  LBMA  out-of-home  teams  trustworthiness  brands  insights  outreach  live_performances  corporate_training  inflection_points 
april 2016 by jerryking
Cirque du Soleil expansion looks to tap into Asian demand for shows - The Globe and Mail
NATHAN VANDERKLIPPE
HONG KONG — The Globe and Mail
Published Sunday, May. 03 2015
Cirque_du_Soleil  Asian  growth  China  Hong_Kong 
may 2015 by jerryking
Cirque deal needs some financial acrobatics to work - The Globe and Mail
IAN McGUGAN
Cirque deal needs some financial acrobatics to work
SUBSCRIBERS ONLY
The Globe and Mail
Published Monday, Apr. 20 2015,
private_equity  TPG  Fosun  Guy_Laliberté  entrepreneur  Cirque_du_Soleil  valuations 
april 2015 by jerryking
Cirque du Soleil nears deal with U.S. private equity giant TPG, Caisse - The Globe and Mail
JACQUIE McNISH AND NICOLAS VAN PRAET
Cirque du Soleil nears deal with U.S. private equity giant TPG, Caisse
SUBSCRIBERS ONLY
TORONTO AND MONTREAL — The Globe and Mail
Published Wednesday, Apr. 15 2015
Cirque_du_Soleil  private_equity  TPG  exits  Fosun 
april 2015 by jerryking
Cirque, Sid Lee team up to create marketing ‘events’ - The Globe and Mail
Jun. 20 2013 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Cirque du Soleil is bringing its sense for spectacle to the marketing world, teaming up with Montreal ad agency Sid Lee to launch a branded entertainment company. The joint venture will aim to help brands create experiences that people actually want to watch, listen to, and experience. The joint venture, Sid Lee Entertainment, has been a year and a half in the making, and is an attempt to address a fundamental shift in advertising: away from pushing messages to consumers, and toward creating engaging content....Marketers have been approaching Cirque for years to develop entertainment projects, Mr. Lamarre said, but the company was unable to figure out how to do that without having it conflict with its own brand.

The goal is to create events engaging enough that the brands behind them can sell tickets, Mr. Cesvet said – and to potentially create a new economic model for an industry in flux.

“With advertising, we’re still selling hours,” he said. “What we want to do with this entertainment division is transform the revenue stream of our business … what clients expect from agencies is a lot more complex. You have to do an app, you have to do interactive experiences. I don’t think the value is recognized.”
marketing  branding  brands  Cirque_du_Soleil  Montreal  advertising_agencies  partnerships  joint_ventures  events  event_marketing  ideaCity  product_launches  customer_experience  experiential_marketing  content_creators  live_performances  interactivity  inbound_marketing  entertainment  Sid_Lee  Susan_Krashinsky  creating_valuable_content  fascination 
june 2013 by jerryking
Montreal’s amazing circus trick
Dec. 11 2012| The Globe and Mail | J. Kelly Nestruck

Celebrating its 10th anniversary, Les 7 doigts, a collective of jugglers, trapeze artists and acrobats from Canada, California and France, has been at the forefront of this new wave of smaller, artistically driven, not-for-profit circuses aiming to deliver thrills in more intimate surroundings and on what the troupe calls a “human scale,” the polar opposite of Cirque du Soleil’s giant spectacles. Along with these new circuses, infrastructure for the art form – theatres, a festival, maybe soon a museum – has mushroomed in Montreal over the past 10 years.

Les 7 doigts was the product of a two-day brainstorming session in 2002 by seven young Cirque du Soleil artists who wanted to branch out on their own to build sustainable careers as creators.

http://montreal.about.com/od/montrealevents/a/montreal_circus_arts_festival_international_des_arts_du_cirque.htm
Montreal  Cirque_du_Soleil  spin-offs  human_scale 
may 2013 by jerryking
Cirque du Soleil announces 400 layoffs
Jan 16 2013 | Toronto Star |By: Nelson Wyatt The Canadian Press.
Cirque_du_Soleil  layoffs 
may 2013 by jerryking
Balancing growth, uniqueness
29/04/06 | reportonbusiness.com| by BERTRAND MAROTTE

t's a careful balancing act that Cirque and its founder and chief
executive officer, Guy Laliberté, are committed to, says Mr. Lamarre: Go
big, pursue growth, but not at the expense of the quality, creativity
and the uniqueness of your offbeat product, the very thing that made
your name in the first place.
Cirque_du_Soleil  growth  strategy  exclusivity  creativity  Guy_Laliberté  offbeat  uniqueness  one-of-a-kind  quirky 
april 2009 by jerryking

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