Getting Creative When Bridging the Convenience Gap
Jim has talked about the idea of the Convenience Gap before, comparing it to the difference between a delicious lunch you need to walk a few blocks to get versus the mediocre lunch sitting on your desk. As he puts it:
“Live entertainment IS that much better, but less convenient lunch. Other forms of entertainment are more convenient, many of them literally at consumers’ fingertips, just like the not-so-great lunch that’s right on your desk.
So it’s important for people marketing live entertainment to be aware of being on the wrong side of this Convenience Gap and being very, very hesitant to increase it.”
Of course, it’s not just live entertainment that struggles with the Convenience Gap. As guest columnist Peter Lauria points out in The Hollywood Reporter, busy parents and other groups of people can’t always make it to the movie theater to catch films, even Oscar-worthy ones. His solution?
“Every year, for the period lasting from the day the nominees are announced until the morning of the ceremony, why not bundle every best picture nominee together and offer them via on-demand streaming as a premium package?”
Now this idea doesn’t translate as well to live entertainment, but it got us thinking about other ways live entertainment marketers can make things easier for groups like parents of small children to attend their shows. Babysitting, different start times, shorter programming? There are lots of ways this could be achieved, and it’s worth considering. Again, as Jim has said:
“We in the business tend to forget that showing up in a specific time and place that’s far from home or work is a huge cost to a buyer, and although it can’t be eliminated, it can be eased and acknowledged.
The next time you say ‘thanks for coming out to the show,’ think about what that really means and how important that sentiment is.”