The Goldstar Distribution Network: Why We Built It

Goldstar’s about connecting your event with our audience. That’s our thing.

I’ve said that, or something like that, lots and lots of times, but it started to occur to me a few months ago that it wasn’t quite right.

Our thing isn’t about connecting your event with our audience. It’s about connecting you with audience, period.

"Audience," © 2009 Beatrice Murch, used under a Creative Commons Attribution license.

Photo Credit: “Audience,” © 2009 Beatrice Murch, used under a Creative Commons Attribution license.

We’re not crazy enough to think that we are the only place to find great live entertainment consumers. (We’re the best place, but… ) And if audience is important, it’s important everywhere. That’s why I’m happy to be able to tell you about the Goldstar Event Distribution Network. The idea is simple: Publish your event on Goldstar, and it can become available on other sites and apps where good live entertainment buyers are to be found. One submission gets you there.

Currently, the Goldstar Event Distribution Network reaches sites with a total monthly active audience of greater than 100,000,000 people, including Yelp, Groupon and Living Social, with more to come. Many, many events are already live and for sale on all three of these wonderful places, reaching their very large audiences.

For you, the benefits are pretty obvious: way more reach to way more people for your event with the convenience of a single-submission and the service that you’re used to from Goldstar’s spectacular venue team. On the other hand, you don’t have to participate. If you would like to opt out of any of the channels, just notify our venue team, and that’s that. (Eventually, you’ll be able to do this with a button in the Supplier Center, but for now, it’s a bit more manual.) And if you’re working directly with the awesome folks at Yelp or Living Social or Groupon, you can, of course, continue to do that, and your event will automatically not be duplicated on those sites.

A few months ago, I wrote about what I call “on-demand audience.” Here’s what I said*:

“This is how smart live entertainment marketers think about channels like Goldstar (and others) that painstakingly develop large and valuable audiences for live entertainment and then make them available for partners with shows to sell. It’s there, it’s ready, and it produces for you when you want and need it. And whether your venue or show is using Goldstar (or other channels) or not, we’re still growing, cultivating, improving and serving the channel. We’re investing in technologies, services and features (not to mention marketing) that no single venue could conceivably do for itself.”

Since then, we’ve put our money where our mouth is and worked to make it easier for you to tap into those on-demand audience channels. We’ve said forever that event ticket sellers should use every effective channel at their disposal, but until now, we haven’t been able to offer a way to reach any channel other than our own. If you’re a Goldstar partner, you’re not obligated to use any other channels, but they are now a resource available to you. You should, in my opinion, take full advantage of them all.

But if you have any questions, we’d love to hear ‘em. If you’re a Goldstar partner, you can go directly to your venue advisor. Even if you’re not a Goldstar partner currently, but you’d like to learn more about what we’re up to and how you can use it, drop us a line and we’ll gladly talk you through it.

The world is a big place. Nobody reaches everybody, but we believe that EVERY seat in EVERY show and event should be filled. This is our way of getting closer to that goal!

*By the way, for more of my previous thoughts on the subject, read:

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