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Marketing

What’s More American Than Pie and Baseball?

This holiday week, we’re taking a look back at a couple of Jim posts about baseball and pie — and marketing, of course. “What ‘grows the pie’ for live entertainment? In my view, it’s three things: 1. Better content. And by ‘better,’ I mean designed to be in the intersection point between the creative vision of the artist/company/organization and the delight of the audience. B+ doesn’t get it done. ‘Expected’ doesn’t get it done. Delight, surprise and excellence equals better, …

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#TBT

#TBT: How to Give People More of What They Really Want, Part II

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: How Gates Helped Us Build a Multi-Million Dollar Ticket-Selling Business, Part II. Read Part I here. Last week, I wrote about the first “three” gates that Goldstar has used over the years to build a business that currently [circa 2010] serves more than a million people and thousands of venues, sending scads and scads of people to live events each year that otherwise might not have gone. Before I move …

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Marketing

Give Me a Reason

In the live entertainment industry, we face two big challenges that I’ve talked about before: The convenience gap. It’s hard to buy and use our product compared to things like, for example, your iPhone. The fact that live entertainment is never really a need. Sometimes people may want a ticket an awful lot, but it’s still not something with the emotional quality of something you have to have. Let’s focus on the second problem. One approach is to try to …

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