Archives

Pricing

Gross Potential Means Almost Nothing

Using the same logic as people who measure and manage "gross potential" when it comes to ticket sales, I went to the gym yesterday. I looked at a big stack of weights and, feeling intimidated, guessed that the most I could possibly lift was 250 pounds. And guess what? I lifted it! In other words, I reached 100% of my gross potential weightlifting. So I went back today, and feeling confident from past results, I guessed that I could lift 300...

Read More

Pricing

Variable Pricing Is a No-Brainer

With the Super Bowl yesterday, we're reminded of how the NFL is a juggernaut, culturally and commercially. Half the country watched the game, including tens of millions of people who don't even like football! This kind of power has a few funny effects, of course, and I think one of them has been a certain amount of arrogance about ticket sales. The NFL has, for a number of years, been such a ticket sales sure thing that even slight weaknesses...

Read More

Pricing

Brainwaves Show What People REALLY Think of Prices

Is Your Coffee too Cheap? Using Brainwaves to Test Prices. This is an interesting read about a German scientist who is experimenting with the brainwaves of people who are looking at different prices for Starbucks coffee. The specifics are not as important here as an idea that I REALLY want you to understand: Price is one of the most powerful tools in a live entertainment marketer's toolkit, and it can't be a hostage of your ego or your "gut." The reason for this...

Read More


Sign Up for Emails

VIEW PAST ARTICLES