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Marketing

Consistency Across Every Channel, and Other Brand Identity Tips

In order to achieve success today, "you must stick out among the noise," writes Ron Lieback for Search Engine Journal. Lieback lists 10 essential elements to create and sustain brand identity. We share one tip below, then read the rest here: "Consistency Across Every Channel When creating and building your brand identity, keep your messaging and voice consistent across every channel of communication. The social media channels are obvious but don’t forget your blogs, guest blogs, website copy, PR efforts, newsletters, email replies,...

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#MondayMotivation

#MondayMotivation: It’s About Connecting You With Audience

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 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...

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Pricing

4 Ways to Do Discounting Right

No. 1: Know where to avoid discounting: It's simple, don't discount to your house list too much. Why is this? Because your house list is most likely made up of your full-price buyers. These are the people who are most likely to put a high value on what you do, even if they haven't bought yet. There's a principle to think about, and that is the best customers should want to give you more and get more from you. Price should...

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Marketing

The Must List for Working With On-Demand Audience Channels

Recently, I talked about the rise of the on-demand economy, and I wanted live entertainment and arts marketers to know that it’s not just cars and lunch you can get on demand. You can get ticket buyers and audience, too. But it’s important to take this further. 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...

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Marketing

Paramount Films Now Showing … on YouTube

Jim has written about the importance of making your content (whether it's a show, game, etc.) available in multiple forms. In this post, he presented a challenge to entrepreneurs in theater and the performing arts: "Find ways to distribute the content to as many people as possible, as easily as possible. Build that fan base. Create those secondary revenue streams to create the profit that allows a cycle of building on success." Paramount Films recently created a YouTube channel, the Paramount...

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Pricing

How Not To Discount: Part I

Don't discount to your full-price channel too much. At Goldstar, we believe strongly that when done well, discounting (not just through Goldstar) is highly beneficial for venues. I’m going to talk about several ways you should not discount and why. Here’s the first way you shouldn’t discount, and it’s a doozy. When you make your full-price buyers the primary target of your discount promotions, you’re making a big mistake. I’m not saying you should never put a discount out to your...

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