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#TBT

#TBT: Emancipate Yourself From Mental Slavery (on Pricing)

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Emancipate Yourself From Mental Slavery (on Pricing).Whenever people start talking about pricing, I tend to see some folks who are in thrall to what I believe is a damaging and unproductive paradigm about pricing. It’s a worldview of win-lose, where the seller either martyrs itself for "the cause" or whores itself out for an unholy buck. My assertion is that neither of these two extremes nor the continuum...

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#TBT

#TBT: Best Positioning Statement Ever …

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Best Positioning Statement Ever … .In 1973, Vice President Spiro Agnew resigned in disgrace because of a bribery scandal. Because of this, President Richard Nixon had to pick a vice president, and he chose the House Minority Leader Gerald Ford.Eight months later, President Nixon resigned from office because of the Watergate scandal, and Ford became president.Wow, imagine that trip. Obviously, Ford was far from an unknown, but to...

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#TBT

#TBT: Things Most Organizations Simply Won’t Do

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Things Most Organizations Simply Won’t Do.They’re not hard. They’re not complex. They don’t require a bunch of money.But you won’t do ‘em.Things that your organization is “too busy” to do, like interact with new patrons from places like, for example, Goldstar to increase the odds that they come back.Like tracking the Revenue Per Seat metric to determine how effective specific marketing campaigns are. Or even just having a...

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#TBT

#TBT: Reward Me, Don’t Pay Me

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Reward Me, Don’t Pay Me.The brilliant Damian Bazadona wrote a piece that's worth reading on an entertainment marketing website. Here’s a key tidbit:“Oh, please no. The idea of brands rewarding consumers financially or otherwise through a mainstream digital platform for promoting products to friends just gives me a knee-jerk reaction of PLEASE NO. We all survive in some way, shape or form off of the recommendations of friends...

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#TBT: Arrogance, Self-Delusion and Other Fine Qualities

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Arrogance, Self-Delusion and Other Fine Qualities.If you’re responsible for marketing live entertainment (or anything really), I want to give you some advice that this recent election has brought back to the forefront of your mind [This post was originally published on November 3, 2010].Listen.People are taking action in the marketplace, and it is for a reason. These reasons can be complicated, mixed and unclear, but if you listen,...

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#TBT

#TBT: It’s All About Value

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: It's All About Value.You think I’m going to talk about pricing. That’s a very reasonable guess, but in this case, it’s wrong.Value is a ratio of what somebody puts in to what somebody gets out. If you paid $100,000 for a 5-year-old Hyundai, that’s a lot you’ve put in (in this case, money) for what you get out (a pretty mediocre and aging car).If you paid $150 for...

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#TBT

#TBT: If You Talked to Your Friends About Your Show the Way Your Copy Talks About Your Show …

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: If You Talked to Your Friends About Your Show the Way Your Copy Talks About Your Show ... .This post was inspired by the wonderful illustration from Gaping Void (pictured to the right).If you talked to your friends about your show the way your copy talks about your show, well, maybe they wouldn’t punch you in the face, but they’d probably think you were weird.Imagine you’re sitting at...

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#TBT

#TBT: The Third Ticket

I asked the Selling Out team to put out a second Throwback Thursday article today because I want to help you think about something that I know is tripping people up. I hear live entertainment marketers talk about ‘hitting goal’ for a show and then turning their attention elsewhere. This is understandable, but the wrong way to think about it. I once said that “the last $100k you sell is just as valuable as the first $100k you sell,"...

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#TBT

#TBT: Half Price Cannibalization? Only If You Do It Wrong

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Half Price Cannibalization? Only If You Do It Wrong.Rick Lester from the database marketing firm TRG posted an intriguing teaser on some upcoming data that I just have to talk about. The group is looking at the behavior of half-price ticket buyers in the Bay Area, and here’s what their preliminary data says:“In this case, my three decades of experience was not helpful. I was convinced that cannibalization was...

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#TBT

#TBT: Everybody’s a Rock Star Somewhere

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Everybody’s a Rock Star Somewhere.It occurred to me that Andy’s Warhol’s thing about “everybody being famous for 15 minutes” had to be revised. He had been right, of course. When he said it, the world was one of three TV channels and serious journalists decided what to use the limited print resources to tell you about. He saw that as media began to be more abundant and as...

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