Builder Uses Broadway as Marketing Tool

Examining the psychographics of its target customers took Neumann Homes of Warrenville, Ill., all the way to Broadway.

Neumann is one of four sponsors - and the only home builder sponsor - of "Broadway in Chicago," a collective of 11 Broadway shows playing in the city throughout 2002 and 2003. Neumann gets a bank of tickets to each performance, use of the performance venues for private events, and exposure and advertising via billboard and playbill signage. Its allotted tickets are raffled at sales centers to drum up traffic, with dinner and/or a weekend downtown sometimes included.

With productions such as Stomp, Miss Saigon and The Lion King included, chief marketing officer Jean Neumann knew the variety and cachet of the shows would afford access to the builder’s target demographic and enhance its position and brand.

"A good percentage of our communities are family-oriented, so tying this to the promotion and sponsorship of The Lion King is very exciting for us," Neumann says. "When we do different promotions and sponsorships, we look for a true partnership and one that’s value-added."