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Marketing

Q&A With Irene, Goldstar Product Sales Manager

We’re talking all things Eventbrite with Irene Li, Goldstar Product Sales Manager. Read on to see if Eventbrite makes sense for your events, and how easy it is to give it a try … Q: What are the benefits of using Eventbrite as my primary ticketing platform? Irene: Using Eventbrite increases your marketing reach to help you sell more full price tickets for your shows. There are lots of other benefits too, including: Distribution for your event through Facebook, Instagram, Spotify and …

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#TBT

#TBT: Arrogance, Self-Delusion and Other Fine Qualities

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Arrogance, Self-Delusion and Other Fine Qualities. If you’re responsible for marketing live entertainment (or anything really), I want to give you some advice that this recent election has brought back to the forefront of your mind [This post was originally published on November 3, 2010]. Listen. People are taking action in the marketplace, and it is for a reason. These reasons can be complicated, mixed and unclear, but if …

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Pricing

The Marketplace Is Speaking …

You must just be covering your ears and going, “la la la la!” Some things are mysterious and difficult to solve. Watson and Crick had to bust their extremely intelligent humps to figure out what DNA looked like. Finding the Unabomber was a multi-decade puzzle for law enforcement. Just finding Waldo is tough for me. Other things … they just aren’t that hard. But they can feel that way if you’re not willing to accept the information that you have. …

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Marketing

Three Ways to Look at Tourists Dominating Broadway Sales

Theatremania calls it “well over half,” but a more accurate characterization is two-thirds of tickets sold to Broadway shows are to people who are not from New York. How should Broadway think about this? • It’s a problem. The home market is huge and full of theater consumers. Local customers are cheaper to reach and easier to get to repeat. Being more successful with them would mean a more reliable and profitable baseline for the Broadway theater ecosystem. • It’s …

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Pricing

Consumers Getting Wise to Primary-Secondary Market Shenanigans

A man in New Jersey who bought some pretty expensive tickets to the Super Bowl is suing the NFL for not releasing more tickets to be sold to the general public. His claim is that, according to New Jersey law, at least five percent of tickets must be available for regular people to buy. I don’t know anything about the merits of his case, but it shows that consumers are getting savvy to the idea that the primary market sellers …

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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 …

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