How to circle the scenic spot marketing? Ranson Media and the Classic Case of Sichuan Xiu Theater's Deep Recovery

1/ Chuanxiu Theater is bursting with popularity. During the summer vacation and National Day, the immersive stage play of Sichuan Opera-"Chengdu Story" was officially opened in Chuanxiu Theater, a memory scenic spot in the eastern suburbs of Chengdu. The stage play focuses on intangible performances such as "tea art, Qingchengshan martial arts, puppet show and face changing", allowing citizens and tourists to fully enjoy a second in the theater and feel the life experience of Chengdu. Chuanxiu Theater is undoubtedly one of the most popular theaters in Chengdu during this summer vacation and National Day. On weekdays, the attendance rate of Chuanxiu Theater is less than 30%, and it is packed every day during the summer vacation and National Day. More than 1 10,000 tickets were sold in only 7 days of the National Day, and the sales in 7 days reached 500,000, an increase of 1 10% year-on-year. For a long time, it has occupied the top 1 of the performance and grass planting list, the top 1 of the punch list, the top 1 of the praise list, and the top 1 of the Tik Tok local theater. It became the only theater that occupied the first place in the four lists of Tik Tok local theater, namely, the list of planting grass, the list of punching cards, the list of praise and the list of best sellers, and kept the record unbroken. Even in the case of epidemic prevention and control restricting the flow of people, it is hard to get a ticket by maintaining the maximum carrying capacity every day. The length of the team stretches for hundreds of meters. 2/ case analysis and explanation 1. Content theme: Based on immersive experience, the theme content is planned. Immersive content expression is not a product of consumerism, but a carrier that conforms to the development of cultural tourism and breaks through the traditional "viewing mode". The performance mode will be promoted from the conventional frame stage to the multi-dimensional space, from the simple audio-visual viewing to the whole-hearted experience of participating in the plot. It not only provides tourists with high-value and high-sensory experience, but also promotes the consumption of cultural tourism. The immersive consumption mode of cultural tourism has outstanding advantages in experience, interaction and scenes, which caters to the complex consumption demand and promotes the quality improvement and efficiency improvement of cultural tourism products. At present, immersive experience has become a major trend of cultural tourism projects, but many projects only regard it as a gimmick, emphasizing form over content, which leads to many projects in the name of "immersive performance", but few high-quality products are well received at the box office. How to perfectly integrate "immersion" with content performance art is a brand-new proposition in the era of experience economy. The most important reason why "Chengdu Story" of Chuanxiu Theater can dominate the Chengdu performance market is that it has embarked on an immersive content road that suits its own characteristics. Accurate positioning for immersive content, first of all, we must grasp the positioning, in order to create distinctive content. According to the original performance content of Chuanxiu Theater, through our data monitoring and analysis platform, relevant labels are grabbed to provide data support for theme content planning. Through data analysis, we can locate the audience, expression form and theme of the content, accurately analyze the selling points, and then plan the corresponding theme content. Immersive content creation rooted in culture should reflect the local cultural connotation and customs, and be rooted in the content of unique culture in order to gain long-term influence and communication ability. Based on the analysis of data tags, the directors of Mo panic drama studio tried to put the lens on the half-day life scene in front of Chengdu teahouse under the melee of Sichuan warlords during the Republic of China. Restore the street view of old Chengdu with multimedia technologies such as photoelectricity combined with real scenes. In front of the steaming tea shop, a group of non-genetic inheritors are performing arts in the street, interpreting the joys and sorrows of Chengdu. With the help of street culture and traditional non-legacy opera culture in old Chengdu, the whole content expresses Chengdu people's attitude towards life in the face of suffering, and then conveys to the audience the local culture and customs of Chengdu, as well as the origin of Chengdu people's attitude towards life in the face of earthquakes and epidemics, so that the audience can understand the original old Chengdu culture, thus generating an experience and harvesting emotional value. Creating unique non-legacy performances and Sichuan Opera performances can be seen everywhere in Chengdu. Only by creating characteristics can we get out of the circle and gain lasting vitality. Chengdu Story combines an ordinary Sichuan opera performance with a background story and intangible culture with fireworks in Chengdu through semi-immersive stage design. The whole stage is built with real scenes, and the flyovers, tea shops and vendors in old Chengdu are put on the stage in an original way, so that the audience can have a real experience of drinking tea and watching plays in the tea shops in the old Chengdu market. Through the real scenery of the old Chengdu market, the classic skills of Sichuan opera are connected in series to form a unique Chengdu story, which allows the audience to explore why Chengdu has the charm of not wanting to go, tap the non-genetic value and the street culture of Chengdu, and let consumers appreciate the unique old Chengdu culture. Immersive performance mode wants to create high-quality products and gain reputation, and content is the core element. While paying attention to the sense of experience, it improves the professionalism and differentiation of the content. Only when the content is brilliant can the audience "sink" and be willing to pay for the immersive content. The performance project itself is a perceptual category, and good content can drive the audience's emotions and trigger emotions, thus gaining a good reputation and promoting secondary communication. Only the content that establishes emotional connection with consumers can become the concrete image that the public yearns for, that is, the IP effect is formed. Therefore, creating content is a crucial first step. Second, the marketing strategy draws lessons from Tik Tok's local life, opens up online liquidation channels and realizes closed-loop marketing. The most basic logic of marketing is where the users are and where the marketing is. According to relevant data, the monthly GMV of Tik Tok's local living service has exceeded10 billion. In addition, traditional culture has a wide audience in Tik Tok. Tik Tok Intangible Cultural Heritage Data Report 202 1 shows that traditional drama accounts for half of the "Top Ten Most Popular Intangible Cultural Heritage Projects in Tik Tok". Therefore, Tik Tok was selected as the main marketing position of Sichuan Opera Summer and National Day performances in Sichuan Xiu Theatre. By creating a theater account to echo the talent matrix, we will expand the depth of sound and plant grass, and form a sales closed loop through live broadcast and short video exploration. With the help of the story theme label, we will develop the means of realizing cash and realize the secondary growth of sales. Based on the immersive performance, VIP tickets are set up and a pot of tea is presented to immerse the VIP seated audience in the stage performance, so as to enhance the interaction and participation between the audience and the performance, obtain the emotional satisfaction of the VIP seated audience, activate the spontaneous secondary communication of the audience and obtain the secondary ticket income. Based on the positioning of the parent-child crowd and the non-genetic inheritance of the whole story, before the audience waited for the opening of the performance, we provided Tang Hua, candied haws and other traditional craft snacks, as well as the on-site craft production process outside the theater. They could participate in the interaction, which warmed up the atmosphere for the theater performance and increased new income points. After the performance, when taking photos with the actors, you can voluntarily buy a face-changing doll and scan the QR code to join the group for a three-month face-changing performance training, which not only helps non-genetic inheritance, but also increases new income points. With the help of online communication matrix, the popularity of the whole network will be detonated, and the local network red punch point will be created. If you want to reach users accurately, you can't do without a careful communication plan. Create a content-based combined communication matrix, rationally combine and optimize each communication point, and maximize the communication value. To achieve the goal of content marketing, we think it can be implemented in three stages. The first stage: announce the preheating of the media voice, build an encyclopedia matrix, and define and endorse the stage play. Through authoritative media reports, while increasing the popularity of stage plays, it can give users a true and credible image and deepen the sense of trust and communication. Baidu Encyclopedia can let users know about stage plays again when searching for keywords, and improve their trust. The brand Tik Tok account and Chen Yipeng's personal Tik Tok account shot and released the video promo of the stage play, which provided the material for the first stage. Chen Yipeng, the founder of Chuanxiu Theatre, is a veteran opera practitioner. He sang Cantonese opera in Tik Tok, which was very popular. Tik Tok fans exceeded 65438+600,000. Through his Tik Tok, he released a propaganda film and tidbits about the original intention of Kaichuan Theater, using the celebrity effect to promote popularity and stimulate the drama feelings of netizens. Through platforms such as Xiaohongshu, Weibo and Mawei, talents planted grass, and 50 Tik Tok shop-exploring talents accurately targeted the target group for preheating and publicity. Excellent content triggered the second spread of netizens, thus setting off a wave of communication throughout the network. The second stage: help sales release tidbits through brand number. Let potential consumers know more about stage plays, so as to achieve the effect of planting grass and trigger consumer demand. Publicity and ticket sales on non-genetic inheritance were conducted through the live broadcast room in Chen Yipeng. Tik Tok people shop, plant grass and sell tickets. With the help of the scene atmosphere, the audience's emotions were activated, and the spontaneous circle of friends, Tik Tok and Xiaohongshu planted grass in Amway to activate the value of secondary communication. The third stage: ending with inviting the media to interview, with the help of the media and its Tik Tok account, the story behind the theater and the actors is transmitted in the form of news articles and short videos, thus sublimating and characterizing the value of the stage play Chengdu Story. 3/ Summary of content marketing gameplay The so-called content marketing is a marketing method that attracts the target population, changes or strengthens the behavior of the target population and produces commercial transformation by producing and publishing valuable, relevant and continuous content. Philip kotler, the father of modern American marketing, said: "Marketing is a social and management process in which individuals and collectives create products and values and exchange them with others to get what they need and want." In this process, content and communication are the key to marketing success. Plan interesting content-themed stage plays for Chuanxiu Theater, customize effective communication schemes, open up online liquidation channels, develop new liquidation methods, improve closed-loop marketing, and achieve secondary sales growth. The planning ability of content theme determines the effect of communication and realization, and the layout of communication channels determines whether the content can go out of the circle. The realization effect is the cornerstone of the success of theme planning and communication layout. Content theme planning not only provides the marketing gimmick of communication and the starting point of secondary communication, but also provides ideas for the development of liquidation means, while the layout of communication channels opens up and improves the online liquidation channel and marketing closed loop of sales liquidation. The transformation of Chuanxiu Theater from a small theater built by a group of artists who love intangible traditional culture to a new generation of traditional culture punching place popular on the Internet is inseparable from a set of mature content marketing rules, which is a variation of brand methodology explored by Ranson Media rooted in the field of brand marketing. It creates brand voice by telling good brand stories, then drives traffic with voice, and finally drives sales with traffic. Ranson Media is committed to helping scenic spots, commercial complexes, theaters, theme parks and other cultural tourism projects to build a digital marketing closed loop. If you have this demand, please scan the code for consultation.