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Marketing

Was “Crazy” Promotion Worth it?

A Houston furniture store launched a promotion before the Super Bowl where if you bought $6,000 or more in furniture during the promotion and the Seattle Seahawks won, you’d get a full refund on that purchase.Seven million dollars in furniture purchases later, the Seahawks did win, and Gallery Furniture is on the hook for the refunds. The CEO says he’s “thrilled” with this outcome, because the media -- national and local -- have made a huge fuss about the...

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Marketing

Olympic Pretendinitis?

Anecdotally, in the early days of the Olympics, I'm seeing empty seats in Sochi as I watch, and others are pointing out the same.Somehow, the BBC is reporting a sales figure of 70% sold overall for the tickets at these games as of two weeks before the start. This compares to the 97% figure that they reported for past games in London and Vancouver at the same point. It’s a tough comparison, because London and Vancouver would have had...

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Marketing

More Exposure Equals More Seats Filled

This is just basically me clicking "like" on Lyn Gardner's thoughts about broadcasts not threatening the value of live theater (and I would add, of other live performance). Read it.Exposure to something compelling leads to more interest, not less. Obscurity is the enemy, not availability. Learn it, live it.

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Marketing

An Unexpected Upside to Niche Programming

Programming content for a  venue has more impact than probably anything else on sales. A lot of people approach this with the assumption that it's best to appeal to more people -- as many and as broad a group as possible.Funnily enough, it often works the other way around. Narrowing the focus of your content to a group that can seem unbelievably small can be even more effective. An off-Broadway show called Craving For Travel (bit of an awkward...

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Marketing

Three Ways to Look at Tourists Dominating Broadway Sales

Theatremania calls it “well over half," but a more accurate characterization is two-thirds of tickets sold to Broadway shows are to people who are not from New York. How should Broadway think about this?• It’s a problem. The home market is huge and full of theater consumers. Local customers are cheaper to reach and easier to get to repeat. Being more successful with them would mean a more reliable and profitable baseline for the Broadway theater ecosystem.• It’s a...

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Marketing

Gateway Drugs and the Theater

This article from The New York Times talks about the new play Bronx Bombers, which is about the New York Yankees and their long, glorious history. Much of the talk when it comes to this kind of thing is that it can be used to get people who would not otherwise go to a play to go to a play. In effect, it can be used as a gateway drug to other, “harder” stuff.If it’s used as “bait” before...

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Marketing

Go Really Big When Reinventing Yourself

Check out the story by Venues Today about the reopening of The Forum in Inglewood. When AEG built the Staples Center for the Lakers, Clippers and Kings, it took the (formerly) Fabulous Forum off the A-list of venues, but Madison Square Garden just placed a $100-million bet that it can bring it back.I’m going to ask my pilot to overfly Inglewood on my return to L.A. later this week, so I can see the largest vinyl record ever built...

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Marketing

Piggyback on Someone Else’s Publicity

Tonight, Mary Poppins Sing-A-Long opens at Hollywood’s El Capitan for an 11-day run, and just for tonight only, Richard Sherman, one of the composers of the 1964 film’s magical score, including the Oscar-winning song “Chim Chim Cher-ee" and “Supercalifragilisticexpialidocious," will be a special guest.You’d never have known it, but the making of this classic family favorite, starring Dick Van Dyke and Julie Andrews (who won an Oscar for her role), wasn’t easy. It took Mr. Disney 20 years to persuade...

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Marketing

Everything Is Marketing, Including Start Times

Check out this article about the change in start times on different kinds of shows. Here’s a key quote:“Empires rose and empires fell, but if there was one thing the world could depend on, it was the 8 p.m. curtain time for theater, opera, and classical music performances. That, however, was back in the 20th century.In the 21st century, if you don't check daily listings, you may be late for Act One. Though the Philadelphia Orchestra holds steady with...

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Marketing

Interest in Outdoor Hockey Continues to Build

My read on adding KISS to the Dodger Stadium date of the Stadium Series is not that the NHL is trying to use KISS to sell more tickets. In fact, this game is selling out already. It’s the other way around: KISS, run by consummate self-promoter Gene Simmons, sees this as a platform to promote KISS and its various activities, including the launch of its arena football team, LA KISS. (I did mention the self-promotion thing, right?)The Winter Classic...

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