Shakespeare’s Marketing Plan The Business of Stage Plays in 16 th  & 17 th  Centuries Shakespeare’s Comic World Oxford Uni...
The Play is the Product <ul><li>16 th  century England: burgeoning growth of book trade </li></ul><ul><li>Catalyst for gro...
Audience is the Customer <ul><li>Public theatre audience (mixed crowd, diverse tastes) </li></ul><ul><li>Touring company u...
Marketing Strategies <ul><li>Entertain, please and delight audience (engagement) </li></ul><ul><li>Innovate and introduce ...
Patronage & Benefactors <ul><li>Royalty (Chamberlain’s Men    King’s Men) </li></ul><ul><li>Civic authorities (Lord Mayor...
Conclusion <ul><li>Shakespeare was an astute businessman </li></ul><ul><li>His histrionic talents and love of language and...
Power of Transformation <ul><li>“ Shall we their fond pageant see?/ </li></ul><ul><li>Lord what fools these mortals be”. <...
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Shakespeares Marketing Plan Preso 072710

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Shakespeare also had to market and stage his plays. What marketing strategies &amp; plans did Shakespeare use to get the word out and make stage playing so popular? Brief preso for current exciting course in Oxford University, UK.

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  • Shakespeare capitalized on his intrinsic histrionic interests: acting and writing plays Loves to make poetry human and embracing the language Thrives on impersonation and transformation
  • Shakespeares Marketing Plan Preso 072710

    1. 1. Shakespeare’s Marketing Plan The Business of Stage Plays in 16 th & 17 th Centuries Shakespeare’s Comic World Oxford University Jim Mukerjee July 29, 2010
    2. 2. The Play is the Product <ul><li>16 th century England: burgeoning growth of book trade </li></ul><ul><li>Catalyst for growth in writing, publishing, selling & reading </li></ul><ul><li>Advent of stage playing as a new trade and profession </li></ul><ul><li>Shakespeare capitalized on his intrinsic histrionic talents: acting and writing human poetry and plays </li></ul><ul><li>Irresistible new idea if one could write uncommonly well </li></ul><ul><li>Stage plays became innovative product for the entertainment industry: least respectable, risky, but potentially very profitable </li></ul>
    3. 3. Audience is the Customer <ul><li>Public theatre audience (mixed crowd, diverse tastes) </li></ul><ul><li>Touring company under patron’s patent (pastoral audience, pedestrian taste) </li></ul><ul><li>Town halls (bureaucrats, clerical audience, conservative) </li></ul><ul><li>Inns of Court (educated lawyers, discriminating taste) </li></ul><ul><li>Aristocratic households (socialites, cultural literati) </li></ul><ul><li>At court (royalty, foreign dignitaries, aristocratic taste) </li></ul>
    4. 4. Marketing Strategies <ul><li>Entertain, please and delight audience (engagement) </li></ul><ul><li>Innovate and introduce plays rapidly (transformation) </li></ul><ul><li>Make plays portable, mobile (reduce production cost) </li></ul><ul><li>Affordable pricing (increase volume, gross revenue) </li></ul><ul><li>Maintain competitive differentiation (innovate) </li></ul><ul><li>Cultivate patronage & investment (venture capital) </li></ul><ul><li>Contemporary social media (sonnets, poems, jigs) </li></ul><ul><li>Create trust and brand recognition (Shakespeare) </li></ul>
    5. 5. Patronage & Benefactors <ul><li>Royalty (Chamberlain’s Men  King’s Men) </li></ul><ul><li>Civic authorities (Lord Mayors, Master of the Revels) </li></ul><ul><li>Resourceful individual investors (Hounslow, ROI ~30%) </li></ul><ul><li>1571 Usury Law allowed money-lending at 10% interest </li></ul><ul><li>Public theatre owners (rent, share costs & profits) </li></ul><ul><li>Both: sharer (partnership) and housekeeper (ownership) </li></ul><ul><li>Networking is key </li></ul>
    6. 6. Conclusion <ul><li>Shakespeare was an astute businessman </li></ul><ul><li>His histrionic talents and love of language and poetry were linchpins of stage play business </li></ul><ul><li>Secret to success: Deep understanding of the popular appeal in “Power of Transformation” </li></ul>
    7. 7. Power of Transformation <ul><li>“ Shall we their fond pageant see?/ </li></ul><ul><li>Lord what fools these mortals be”. </li></ul>

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