Selling Out Editors’ Picks 2016: Growing Your Audience

Another year has flown by — and what a year 2016 has been! To reflect back on it, we’ve created a series, called Selling Out Editors’ Picks, and we’ve pulled together some of our favorite posts on important topics for any live entertainment marketer. Today we’re looking at some of the posts written by Jim about growing your audience. Click on the titles to read more:

"2015 WordCamp US | Audience," © 2015 WordCamp United States, used under a Creative Commons Attribution-NonCommercial license.

“2015 WordCamp US | Audience,” © 2015
WordCamp United States, used under a Creative Commons Attribution-NonCommercial license.

Are You a Discount Buyer?

Stop before you answer. Think a second. Because the answer is probably yes. And no.

You ARE a discount ticket buyer sometimes. Maybe it’s a show you don’t know much about. It sounds intriguing, but you’re not sure. A discount gets you over your hesitation and gets you saying ‘yes.’

But you’re also NOT a discount buyer. When you’re excited about a show or event, know that you definitely want to see it, the price is less important. After tens of millions of ticket sales, we at Goldstar can tell you for sure that once people get intrigued by an event, they love to pay more to get better seats. Just like you do. Just like I do.

Everybody is a discount ticket buyer sometimes. And everybody is a full-price buyer sometimes.

That’s why we built Know Your Row. Read more here.

All Apps Are Trash

Eventually. And probably sooner than you think, your app is in the trash.

Mine too. Which is sad for me because I’ve got two of them. The iOS app alone has been downloaded more than a million times, and they’ve both got killer rankings (4.5 stars on iOS and 4.4 on Google Play).

Not to mention that it’s taken years and dollars and massive brain power to make those apps work. They, along with our mobile website, provide the majority of our sales.

But they’re also headed for the bin. Read more here.

It's easy to go for the low-hanging fruit. Photo credit: Tim Mossholder via Unsplash.

Photo Credit: Tim Mossholder via Unsplash.

You Can’t Fill Your Stomach on Low-Hanging Fruit

If you’re standing under an apple tree, and you want one apple, you do the obvious thing: You take the apple that’s easiest to pick. You don’t climb the tree, risking your life and ruining your sweater on the branches as you get to the top. You take the low-hanging fruit.

It’s an excellent metaphor. Marketers love to talk about low-hanging fruit. Low-hanging fruit is great because it’s tasty and easy to get. But there’s rarely enough low-hanging fruit. That’s just the kind of world we live in. Trees don’t care about the fruit picker’s convenience.

Read more here about one of the very smartest tactics in a marketer’s playbook: getting others to reach their audience on your behalf.

We’re Selling a Drug, The Recreational Kind

Friends and colleagues in the live entertainment and arts business: Why do people buy our product, a ticket to a show or event?

I’ve been thinking about that some lately and have come to a terrible conclusion: Nobody needs what we sell.

Photo Credit: Ezra Jeffrey via Unsplash

Photo Credit: Ezra Jeffrey via Unsplash

To be more specific, there is almost no practical reason why a person should ever buy tickets to a live event. It’s far easier and less expensive to either not go or to do something else, like go to a movie, or spend time with friends or goof around on the internet.

People need car insurance. They need food. They need clothes.

They don’t need tickets to shows.

Read more here to find out the three things none of us in the business should ever forget.

The Must List for Working With On-Demand Audience Channels

Not all On-Demand Audience channels are created equal. Or, to put it differently, you should work with On-Demand Audience channels that are set up for you to succeed.

Here is my ‘Must List’ for working with On-Demand Audience channels:

You, the ticket seller or marketer, must be able to get out easily. Long commitments make no sense. You don’t decide on your Google Ad Words months in advance. You don’t order your Uber months in advance. You must be able to pick and choose when you are selling with an on-demand audience channel and when you’re not. And if situations change, you should have a fair amount of flexibility in stopping or starting sales. If there’s no flexibility or too many early commitments, that’s not right.

See more of Jim’s ‘Must List” here.

That’s not all! Read more of Jim’s posts about growing your audience:

Did you miss our previous post on our most-read stories of the year? Happy New Year!

Got a comment or question? Join the conversation on Twitter or Facebook.

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