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Marketing

Your Most Effective Marketing May Not Be Done by You

The Story of Telling makes a great point: “When value is demonstrated rather than described it immediately becomes more relatable.” The site uses Harley Davidson as an example, stating that the company’s “most powerful marketing isn’t the detail about engine size, speed or low-end torque that’s written in the brochure — it’s the stories riders tell about the feeling they get when they ride one.” The takeaway: “Showing is more powerful than telling because it reflects the customer’s desire, problem …

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Customer Service

How to Really Listen to Your Customers

How often do you collect audience feedback? And more important, how are you collecting that feedback? While Jim has talked before about embracing customer reviews and feedback (read more about that here), it can still be a challenge to implement a system of gathering that feedback in a constructive and consistent way. To help, check out these tips on Harvard Business Review from Ana Brant. Brant is the director of global guest experience and innovation for the Dorchester Collection of …

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Marketing

Young Consumers Are More Likely to Read and Write Reviews

Does your organization post reviews of your shows and events? If you want to attract a younger crowd, it certainly seems like a good idea, at least according to this recent study from BrightLocal and Search Engine Land. A few key findings from their study: In the past year, 58 percent of consumers aged 18–34 have searched online for a local business at least one time per month. 97 percent of consumers aged 18–34 read local business reviews online. 89 percent of …

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#FreeTicketFriday

#FreeTicketFriday

In this week’s #TBT — titled What Would Mark Twain Say About Feedback? — Jim listed several reasons why many organizations (inside and outside live entertainment) hesitate to hear what customers have to say. If you haven’t yet, you can read his post here. So here’s our question for the week: Do you listen to your customers’ feedback? Share your answer here, and we’ll pick a winner at random to receive $20 in Goldstar credit. We’ll contact the winner via private message …

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#TBT

#TBT: What Would Mark Twain Say About Feedback?

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: What Would Mark Twain Say About Feedback? Somewhere in the dusty past, I remember learning in a development psychology class that when babies close their eyes, they literally think other people can’t see them. This is not so bad when you’re playing hide-and-seek with your daddy or mommy, but when you’re fully grown up and produce public performances for a living, it’s not a great quality. Mark Twain once …

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#TBT

#TBT: It’s a Real-Time Feedback World, So You Might As Well Like It!

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: It’s a Real-Time Feedback World, So You Might As Well Like It! I’m a big fan of public feedback for businesses, live entertainment venues and just about anybody selling/promoting wares of any kind to the world. That’s true not only because it helps buyers make decisions, but also (and more importantly) because it keeps you, as the producer of whatever is being bought, viewed or discussed, focused on doing …

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Customer Service

When Bad Reviews Turn Into a Win

No one ever wants bad reviews, but in the live entertainment industry there’s always the possibility that an audience won’t respond to your show the way you would like. And then, what do you do? Ignore the comments, or use them to build a better event? A great example of doing the latter is haunted house/immersive experience The Purge: Fear the Night from Blumhouse Productions, makers of horror films Paranormal Activity and Insidious. The initial idea was a free-roaming house …

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