Archives

Marketing

Turn It Off If …

We talked recently about how you should be willing to turn off programs that don’t work.So let’s get more specific about ticket-selling programs and when you should turn them off. It’s actually quite simple.If they're not improving your Revenue Per Seat, turn them off. Not average ticket price sold. That’s a sucker’s metric. Revenue Per Seat.Count all the dollars you bring in and divide it by all the seats you could potentially sell.Let’s use a simple example. Say you...

Read More

Marketing

The Glossy Brochure Needs to Die

Like print advertising, the glossy season brochure has just about come to the end. It’s one of those things kept alive by a belief that “you have to make a glossy season brochure.” One day the spell will be broken and that belief will fall to the floor like a dropped glove.I don’t know anything about the work of the theater who made the video below, but in just 54 seconds it makes me want to know more about...

Read More

Marketing

Pro Tip: Cancel Campaigns Without Pity

Most marketing and sales managers are mediocre. Of course, that’s true by definition, unless you’re in Lake Wobegon. But in the case of marketing management, it means the marketing programs they run are usually only either slightly better than if they’d done nothing at all, and frequently worse.Just about any professional marketing manager, even these mediocre ones I’m talking about, has skills. They can develop marketing materials; they know how media buying works; they negotiate effectively; they deliver campaigns...

Read More

Marketing

My Dear Aunt Sally

I don’t have an Aunt Sally.That was just my way to get you to start reading this before I tell you that I’m going to talk about math …But before you click "back" or shriek in Wicked Witch-like horror when doused with water, know that I majored in English in college! I wrote a thesis about Frankenstein. I like T. S. Eliot.I’ve got non-math-person cred.So stick with me. If you’re a live entertainment marketer and you’re math-phobic, I’m going...

Read More

Marketing

The Single Best Guarantee of Ongoing Sales Success

I don’t like to be negative on this site, but there’s something I occasionally encounter in the world of live entertainment that really bugs me. It’s the idea that the process of actually marketing and selling an event is too crass for words. This usually comes from people from the very old school, who believe that if you are a true artist, if you’re pure of heart, and you believe in the Great Pumpkin more sincerely than all the...

Read More

Bright Ideas

Last Night at The Met

Here’s a marketing insight from the category of brilliant-but-freaking-obvious: People like themselves.The audience of any show or event is made up of people and, therefore, by the transitive property, if you can connect your event to the people in the audience, they will enjoy that show or event more.That’s why I think Last Night at The Met has so much potential.It’s a tumblr of pictures taken by photograph Rose Callahan of people attending shows at the Metropolitan Opera in...

Read More

Marketing

Was “Crazy” Promotion Worth it?

A Houston furniture store launched a promotion before the Super Bowl where if you bought $6,000 or more in furniture during the promotion and the Seattle Seahawks won, you’d get a full refund on that purchase.Seven million dollars in furniture purchases later, the Seahawks did win, and Gallery Furniture is on the hook for the refunds. The CEO says he’s “thrilled” with this outcome, because the media -- national and local -- have made a huge fuss about the...

Read More

Selling Out With

Selling Out With Dan Steinberg

When Lord Chesterfield said, "Never put off until tomorrow what you can do today," Dan Steinberg took his advice to heart. The founder of Square Peg Concerts works around the clock, promoting live shows across the United States -- totaling about 400-plus events last year.By the time Steinberg was 16, he was producing club shows at the Mercury Café in Denver. Now, he’s moved up to putting big names on marquees, from comic Kathy Griffin and singer-songwriter Jason Mraz to...

Read More

Selling Out With

Selling Out With Russ Stanley

As the Managing Vice President of Ticket Sales and Services of the San Francisco Giants, Russ Stanley is responsible for selling a lot of baseball tickets each season. And he’s doing remarkably well. The team has sold out 246 games in a row -- that’s 81 games a year and 42,000 tickets per game! Stanley accomplished this thanks to factors like their loyal season-ticket base and a string of fun promotions, like “Elvis Night,” “Yoga Day” and the surprisingly...

Read More

Pricing

How Not to Discount: Part II

Don't discount at the last minute only.This one’s pretty simple. The second bad way to discount is to wait until the last minute, and then do it in a panic.Why is this a bad idea? First, you’ve narrowed your options considerably. When venues come to us the day or two before a show and say they’d like to discount, we typically can’t help them, and we’re fast! But the fact is that we, like every big website, have a...

Read More


Sign Up for Emails

VIEW PAST ARTICLES