#MondayMotivation: Don’t Devalue Your Tickets

Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: The Fastest Path to Devaluing Your Tickets.

Photo Credit: Claudio Schwarz via Unsplash

It’s simple, really. Build a good email list for your venue/show/organization and send them discounts to your own show.

If you want to Turbo-devalue your tickets, always follow the same or a similar cadence in how you do this. I know of a major organization (that I’m not even going to name or say the genre but trust me when I say that everyone who will ever possibly read this is familiar with them) that at one point had a regular “best practice” of doing this:

  1. Send an email to announce an event is on sale. (See. I’m not even telling you what kind of ‘event’ this is.)
  2. Wait a certain amount of time to see how sales go.
  3. If sales are below a certain threshold, send a 25% discount offer to the same email list.
  4. Wait a certain amount of time again to see what happens at that price point.
  5. If sales are below a certain threshold, send a 50% discount offer to the mailing list.

I’m not sure if there was a “best practice” that followed those steps. Maybe “dance like a funky chicken to distract everyone from our disastrous event.” I couldn’t say.

Here’s the thing: …

Check out the rest of Jim’s post: The Fastest Path to Devaluing Your Tickets.

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