Archives

Pricing

How Not to Discount: Part IV

Don't punish buyers who have come to your venue on a discount ticket.The fourth way that you shouldn’t do discounting is to do it in such a way that it’s designed to punish the people buying your discount tickets. This is done by, for example, putting them in the last row of the house when other sections are available, making them wait to be seated after the "regular" patrons have been seated or otherwise creating a little reminder that...

Read More

News

Broadway Shows Add Thursday Matinees to Meet Audience Needs

If you're going to have a matinee during the week, Thursday certainly seems like a better choice than Wednesday. I don't have any actual information to back this up, but I'm guessing that the Wednesday matinee tradition was established for a good reason. It just might be that no one remembers what that reason was. Or maybe they do. I should ask Ken Davenport.Thursday has really come up in the world. Formerly just another roadblock to the weekend, Thursday...

Read More

Bright Ideas

New Ways to Get Ticket Buyers Thinking About Your Venue

54 Below is a club that's below street level on 54th street. Get it? You can see Broadway performers in a fun, intimate performance environment there, and if you're in Manhattan, you should check it out.I love this series that TheaterMania is doing, bringing a 54 Below performer into the kitchen to cook. They start the series with TEDxBroadway performer Joe Iconis, and go from there. This kind of thing is clever, and even if it doesn't have a...

Read More

P&L

Measure Success Using Revenue Per Seat

The name of this site is Selling Out, but the goal of Selling Out is achieving success with your marketing.So how do you measure success? You can sell out by having a great show; or you can sell out by putting a show in a house that’s way too small for the act; or you can sell out by dramatically underpricing the tickets.If there’s one thing I wish I could teach the world of live entertainment marketers about pricing,...

Read More

Bright Ideas

10 Steps to Sell Out Your Show

Ari's Take: 10 Steps to Sell Out Your Show.I love this, and suggest you go read all 10 of Ari's steps.

Read More

Experience

Orchestras Will Survive and Thrive By Putting Audiences First

Orchestras and classic rock have something in common: As we currently know them, their best days have passed. This just came up recently, but the topic has resurfaced in the form of the question, "Are there too many orchestras?"To which I once again say, wrong question. Here's a tidbit from the article that's worth noting:"Unlike Europe, where classical music is considered almost a ward of the state, North American musical life has always depended in large part on private...

Read More

Marketing

Three Ways Newer Artists Are Selling Lots of Tickets

As an antidote to my recent complaints about the ancient nature of the concert touring business, this story suggests an alternative.The article mentions several acts, including Ed Sheeran, who "is part of a breed of newer and lesser known acts who are able to sell out top venues, even if they aren't pushing millions and millions of albums and singles like Eminem and Justin Timberlake, or dominating with chart-topping tracks and radio airplay like Katy Perry or Rihanna."These acts...

Read More

News

Young Comedians on 2013 Top-Earning List Shows Sign of Healthy Industry

The names of the top-earning comedians of 2013 makes an interesting contrast to the touring lists for musicians. With the exception of Jerry Seinfeld and George Lopez, almost none of you knew who any of these guys were 10 years ago.To prove that, here's a link to a performance we had for sale on Goldstar at a GREAT comedy club in San Francisco. For $7.50, you could have gone to see Louis C.K.Two people did (and on the plus...

Read More

News

New Musical Tells Story of Jesus Through Britney Spears Songs. Good Idea!?

It's the story of Jesus told entirely through the unchanged lyrics of Britney Spears songs.This will attract an audience, and here's why: I can explain it to you in the 15 words I used in the previous sentence, and it gives a lot of people something they can anchor their decision on. For some, it will be Britney Spears; for others, the story of Christ; and for a still large group, both.Familiar mixed with unfamiliar in potentially interesting ways...

Read More

Pricing

How Not to Discount: Part III

Don't discount only your lowest-priced inventory.Today’s example of how not to discount is slightly counterintuitive because it’s easy to associate “discount” with “low price.”The mistake I’m talking about is only discounting the lowest-priced inventory in your venue. This happens because some marketers are conflating two different things: a low price and a discount from face value. They aren’t the same thing, and they function psychologically to the consumer in very different ways.A tier of seats that is inexpensive has...

Read More

167 of 173« First...166167168169...Last »