Few marketers dig out a hole from Covid as deep as the pit that flooded Cirque du Soleil.
The company filed for bankruptcy protection in June 2020, laid off 3,500 employees, then emerged from bankruptcy and sold to its new five months later.
As these productions resume, Cirque du Soleil chief executive Keyvan Paymani is still looking to drive the organization forward. Recently I asked him what was involved.
Paul Talbot: What are the key elements in Cirque Du Soleil retail marketing?
Keyvan Paymani: It all starts and ends with our fans. We have a deep and supportive staff of hundreds of millions of performers who have seen our shows around the world over the past four years.
Keeping interested people at the center of the way we market, developing products and building the growth of our business, and valuing marketing as a service to them, is the core that we aim for. we have a team for each tournament. What that means in solid terms is that when we create a new struggle or a new strategy for building purposeful businesses, the first question we answer is how does this benefit our fans.
Without that clear vision, we cannot launch a new venture that will end up being both a successful business and also building a deeper relationship.
We hope to build a class of events that not only entertain our fans, but also offer them a way to truly participate at home, from behind -the -scenes training to visits and AMA to touring our peaks. future show. This content promises our fans great ways to be a part of our story and to remember to stay alive for a lifetime with those they love.
Talbot: How, if anything, does your current marketing strategy differ from what it was in the pre-disease location?
Paymani: Like many companies in our space, we are looking at how experiences increase our relationships with our customers. During the height of the epidemic, we launched a new digital platform, Cirque Connect, which allowed us to share our images with tens of millions of fans around the world. Since then, we’ve expanded our methodology to adopt an artist-centric visual environment that allows our audiences to get closer to the audiences they love.
By focusing on this connection, we’ve tripled our audience reach in just the last three months because more viewers see more people entertaining them.
We have created and launched two new programs to offer more experiences for our fans, from additional ways to learn about the inspiration and techniques behind our shows, to services designed to eliminate conflict. in entering and participating and in new ways to interact. .
Talbot: What do you want your name to represent?
Paymani: We have a unique brand built on nearly four years of timeless leather jaws and demonstrations of the pinnacle of human activity. We are in the business of wonder and amazement and whatever experience we build, from our huge peaks on where we live and every other place in between, is at its core. something that excites and amazes audiences of all ages, anywhere.
We hope to evoke a spark of imagination, a twist of unique creativity, and that element of surprise to create an amazing reality. This is the essence of our name and the essence of what our clients hope we deliver.
Talbot: What kind of marketing research are you doing and what do you hope to learn?
Paymani: We experiment and experiment with everything we do and seek information to help us build better promotions, improve our audience experience, expand our business offerings and channels and ultimately build lasting relationships with our customers. happy people.
We treat first -time research and real -time response as one of our most important communications with our teams and conduct research after actions, online behavior, participation and global engagement. all.
Talbot: Do you have any other insights into your Cirque Du Soleil marketing or any other techniques you’d like to share?
Paymani: It’s not enough to say you have an audience or reach if it doesn’t translate into physical ways to build and grow the business. Our approach to fan-centric, service-oriented marketing is built on this concept of brand management, marketing, market development, product development and marketing intertwined.