I believe that the website will play a crucial rule in the SFC future marketing technique as we move more and more into the internet age, and therefore should be promoted strongly. Transactions done over the web save a lot of administrative costs for SFC, which may result in a cheaper price for the customers. This would be of great benefit to the Reactivation and Conversion segments of the market (all packages would include website information). I would also make information on group and family packages available on the site. Also it has been proven that word of mouth is the best form of advertising, therefore for the 2001 season I would create an online community, somewhere where all segments of the market can discuses their experiences at the festival along with their thoughts and ideas of live theatre in general. I believe this would increase social benefits and structural ties between SFC and its customers. I would also set-up an on-line survey and a comment box because it is more cost effective than using snail-mail. Last but not least, every person who entered a comment on the online-community will be asked to enter an e-mail address prior to doing so. This would add to the 15,000 e-mail database that already exists, which leads to a simpler, cheaper way of promoting event.…
