NEW YORK—Entertainment marketing agency AKA
NYC today confirms the launch of Show & Tell Broadway, a progressive
audience research firm that aims to provide Broadway shows and other art
organizations with deep insight into the minds of theater and arts patrons
while reducing research costs.
Based on AKA’s leadership in analytics and data analysis,
Show & Tell Broadway uses online surveys, in-person focus groups and other
tools to help shows improve branding, advertising and marketing. It employs
cutting edge techniques to collect and analyze data, and applies expertise in
quantitative and qualitative analysis to distill raw data into actionable
“We believe that data is knowledge and leads to stronger
campaigns and better results,” says AKA NYC Managing Partner Elizabeth Furze.
“Research is only valuable if it leads to meaningful action. We do not simply
deliver statistics. We answer the question ‘So what?’ and we work with clients
to integrate the insights we’ve gained into their marketing campaigns.”
Furze adds that Show & Tell Broadway has tailored its
programs to theatrical budgets so that shows can better afford to conduct
advertising research on a consistent basis, which was previously challenging
within a typical a show budget.

Show & Tell Broadway is led by certified Media Research
Analysts Janette Roush and Sam Gates. It analyses such things as brand
perception, pricing and competition. It tests consumer affinity for key art,
copy and advertising. It also offers post-show sentiment analysis.

The firm’s online surveys uniquely draw on a proprietary,
in-house panel of 12,000+ theater, arts and culture lovers. The database has
been developed over a period of more than five years and rigorously tested as a
representative sampling of arts-conscious consumers. This results in
statistically-valid survey samples covering a broad demographic spectrum of
both regular and casual theater goers and arts patrons. “We talk to the right
people, and we’ve developed a methodology that makes conducting surveys faster
and more streamlined,” says Gates. “We quickly generate feedback and identify
actions so that they can make an immediate difference in the campaign.”
Show & Tell Broadway recently conducted intensive
research in behalf of MCC Theater, one of New York’s leading Off-Broadway
companies, as part of a rebranding effort. Surveys with AKA’s in-house panel
and company staff, combined with previous research, provided a deep and nuanced
portrait of how the company was perceived. Researchers were able to identify
the company’s unique strengths and niche in the theater market as a showcase for
“overlooked and unheard voices.” The results are informing both the company’s
new branding, currently being developed by AKA, and its marketing as it seeks
to broaden its reach among theatergoers.
“MCC needed real answers to begin our re-branding process,”
notes MCC Executive Director Blake West.  “Show & Tell gave us a
clearer understanding of how actual theatergoers interact with our brand and –
more importantly – actionable takeaways to bring MCC to the next level. Show
& Tell fully delivered on its promise and more than justified our decision
to work with AKA on this important project.”
While Show & Tell Broadway is initially targeting
Broadway and Off-Broadway productions, and national and regional theater
companies, Gates says that its formula could be applied to many other arts and
entertainment entities. “Our goal is to broaden our panel to address audiences
for museums, galleries and even sports nationwide,” he says. “We believe we can
help any entertainment organization better understand and communicate with its
About AKA
AKA is a global,
full-service advertising agency with offices in the US, UK and Australia.
The AKA Group, including Digital Media
and the film advertising agency The Creative Partnership, delivers
creative, strategic and insightful campaigns to the entertainment and culture
industries worldwide.
The New York
office, led by Elizabeth Furze and Scott Moore, delivers innovative solutions
across media, marketing, partnerships, interactive, creative, broadcast content,
insights, and campaign management, with a proven record for producing sales-driven
campaigns for premium, must-see productions, venues, exhibitions and events.

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