Many companies face the challenge of commercial sustainability in mature markets, with declining patronage, increasing costs, and often a fatalistic view of the future.

Last year, I went with a couple of my kids to a performance of ‘A midsummer nights dream” in the  Sydney Domain. Wonderful!.

This performance recognises there is an untapped market for these wonderful plays amongst people who would be unlikely to be theatre goers in the “normal” sense,  i.e., they do not subscribe to a theatre season, or frequent Shakespeare performances, but the less formal, relatively cheap experience of seeing a classic comedy play under the stars, enjoying a picnic on a summer evening is irresistible to some of those missed by traditional theatre marketing.

What a great way to introduce new customers to Sir Bill, and perhaps convert them to regulars, opening new avenues for exploration, a lesson for others in mature markets?.