By: Greg Hollback '15 and Brittany Tyree '15
Ringling Bros. and Barnum and Bailey Circus is a 144 year tradition of live action family entertainment. Produced and distributed by Feld Entertainment, Ringling Bros. and Barnum and Bailey Circus reaches more than 120 cities in North America and 30 million visitors each year. Feld Entertainment offers eight different traveling shows for families to enjoy with a mission of “creating lifelong memories one act at a time.”
Our team used a comprehensive research approach and took on the task of first identifying traditional repeat customers to Feld Entertainment’s Ringling Bros. and Barnum and Bailey Circus property. After repeat buyer identification, our team developed sales and marketing approaches in an effort to engage these repeat buyers. We also developed strategies to establish new repeat visitors creating a new generation of family circus goers.
Feld Entertainment asked us to find the answers to two key questions: Who are our repeat customers and how can we get those visitors to come back? To answer their first inquiry, our team used Feld Entertainment’s ticket sales software Qlikview. Qlikview is a software program that tracks ticket sales data and distills that data into easily understandable and useable information. Using Qlikview, we were able to look at data from years of circus shows around the United States. Breaking down Qlikview’s information into demographics allowed us to identify repeat buyers over the course of multiple years, and then track similar buyers over the same period.
Our team’s recommendation for engaging these repeat buyers and getting them back to the Greatest Show on Earth came in close collaboration with Feld Entertainment’s advisory team. These strategies include an active reading program working in conjunction with inner city schools & libraries, a loyalty rewards program, a family four-pack of tickets with the inclusion of a gift with purchase, NBA venue partnerships, and a unique behind the scenes family experience of Ringling Bros. and Barnum and Bailey Circus.
We believe Feld Entertainment can identify and engage their current repeat buyers and find new repeat prospects by utilizing imaginative and innovative marketing opportunities. The strategies recommended here are designed to connect to repeat buyers and keep their attention while offering something special that no other company can offer. We want to extend the family tradition of going to the circus to new families for years to come. By staying relevant to our repeat demographic we believe Feld Entertainment can continue their mission of “creating lifelong memories one act at time.” Brittany and Greg would like to send a very warm “thank you” to the folks from Feld Entertainment. We hope that our small piece of work can help you continue to provide lifelong memories for your customers and their families.
Why Choose Ohio University Sports Administration?
1. The Curriculum: The MBA/MSA combination
The two-year MBA/MSA program prepares students for leadership positions by combining the business teaching of the Ohio University MBA program with sport-specific knowledge during the MSA program. This degree combination recognizes the growing complexity of the sports, facility and entertainment industries, and reinforces Ohio University's commitment to preparing students for the leadership challenges of the future. SportBusiness International recently ranked the program the #1 American Postgraduate Sports Course.
The MBA phase of the program uses a problem-based learning style, immersing students in collaborative projects and working situations that are commonplace in the business world. Students learn basic business concepts in a real-life context, and develop skills in communication, collaboration and teamwork that are essential for success, while developing their ability to be creative, take initiative, and accept personal responsibility for their actions.
The MSA program combines classroom and practical experience to prepare individuals for leadership positions in the sport industry. An interdisciplinary approach gives students the freedom to choose courses of personal interest and build a foundation of knowledge in their desired career fields.
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