The Ticket Business Baffles Customers
I have talked about the Convenience Gap faced by our industry before, and how important it is to combat it by avoiding increased friction in getting people to shows and events.
But when I see stories like this one, I’m reminded that it’s not just the logistics of going to an event that stump people. It’s the buying process too.
The gist of the story is that people don’t know how to buy tickets to “concerts.” (You know it’s local media when their understanding of the live entertainment business is “concerts”). They decry the existence of pre-sales, and play into the notion that you have to “know somebody” to get concert tickets.
Yet, the reality of the market place is that you’ve never needed to “know” somebody less than you do today to get access to tickets. In the old days, when tickets were scarce and underpriced and there was no easy way to buy them (as there are multiple ways today), you literally might need a person with a back-door connection into an event to get them.
Today, though, it’s mostly about money and a tiny, tiny smidgeon of savvy with the internet.
Yet, for all that, consumers still frequently don’t even know where to start to find tickets. They end up on the secondary market when primary tickets are still available; they look one place, find nothing and give up; they get sucked in by semi-fraudulent text ads on Google by gray-hat ticket brokers.
And you can’t blame them. It’s a baffling system, sitting in front of a complex product that is inconvenient to buy.
In other words, an ease-of-purchase gap blocking the path to a product with a convenience gap.
Remember that every day and do everything you can to change it.