Online community Theaterplein: how can the Rijswijkse Schouwburg (theatre) attract more visitors?
The Rijswijkse Schouwburg aims to be accessible to as many people as possible as a (film) theater. But how can the theater reach more people? Why does one person decide to visit the theater and what stops the other? In order to answer these questions and come up with concrete ideas to attract more visitors, Blauw created Theaterplein, a short-term online community. There we put questions and assignments to a diverse group of people. How did this work and what did it ultimately yield? Read along.
Challenge
The Rijswijk Theatre had a number of ideas on the shelf to attract more visitors. But these were mainly based on gut feelings. It would be unfortunate if the ideas were implemented and did not yield any results, so Blauw was commissioned to sound out current and potential visitors to see what ideas they had and whether they corresponded.
Vision
Online community research
Blauw set up its own short-term community for the Rijswijkse Schouwburg and recruited a total of 90 participants via social media. These participants lived in Rijswijk or within a maximum travel distance to Rijswijk. One half visited the theater regularly and the other half did not. The community research was conducted within 1.5 weeks, in which we started with a broad question and then presented increasingly specific questions or assignments. The advantage of community research is that you always get more information than you ask from consumers.
Solution
Questions & specific assignments for community members
On the platform, named Theaterplein, the 90 community members were alternately presented with questions or specific assignments. Examples include:
- For example, what is the role of arts and culture in their lives?
- How do they give substance to that?
- What theater are they going to and what does it mean to them?
- Why do or don't they visit the Rijswijk Schouwburg?
- What makes them visit the theater or what deters them?
- What ideas do they themselves have to make the Rijswijk Schouwbrug accessible to more people?
Interaction between customer and community members
Community members were able to respond to questions and assignments in their own way through the platform. For example, one person left an extensive story and another a number of points formulated in bullet points. During the community there was close contact between Blauw and the Rijswijkse Schouwburg in order to share insights and respond to more specific questions, ideas and assignments. In a community we can thus create a clear interaction between participants and our client and seek depth in questions that arise during the research.
Result
What did the community research yield for the Rijswijk Theatre?
The Rijswijkse Schouwburg received very specific answers and ideas from community members to attract more visitors. Of course, the theater had come up with their own ideas beforehand, but they were mainly based on gut feelings. Now they can check whether the ideas overlap, make the ideas concrete or adapt them and implement them with certainty. In addition, the theater discovered to what extent visitors are aware of all the different activities they offer, and how they can make this offer better known to the public.
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