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Marketing

How to Avoid Big Mistakes With Ticket Sales Marketing

Lately, we’ve been talking a lot about ticket sales marketing and the importance of knowing when to kill a program that's just not working. To help you evaluate whether a marketing program is successful -- or if it needs cancelling -- we've put together four posts that'll walk you through the process. Take a look:• First, a reality check: If a marketing campaign is working, then you should be able to see the results pretty clearly.• But, how do...

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ICYMI

In Case You Missed It

Each week we’ll share a collection of articles we think are well worth reading. And now, in case you missed them …• The Milwaukee Symphony Orchestra successfully completed its $5 million emergency fundraising drive. Find out the breakdown of how they got it and their next steps for fiscal health.• The Canadian Museum of History, formerly the Museum of Civilization and Canada’s largest, most-visited museum, is launching a fundraising campaign, but it has set the bar very low for...

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News

What Does Success Mean to You?

It’s only a slight exaggeration to say that all of Silicon Valley is currently devoted to creating a hit app that gets huge overnight, develops a worldwide presence and becomes incredibly valuable. The truth is that it’s probably only 80%.That’s the subtext of what “success” means in that ecosystem right now for many people and in the zeitgeist of the place.And yet, Vietnamese game developer Dong Nguyen doesn’t define success this way. How do I know that? Because he...

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Experience

The Roth Doctrine

Some people I just know I’m going to like before I meet them. Jordan Roth was one of those people because before we ever spent any real time together, I read this article about Jordan and his then-recent takeover of Jujamcyn Theaters.I mention it because there's something in the article that I find myself repeating and emphasizing to venues, producers and marketers all of the time, and which I now call the Roth Doctrine.Leading into it, he describes what...

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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 (in...

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News

Your Daily Reminder That Live Entertainment is Dead…

Yep. Dead as Dickens, at $375 a ticket to sit on a lawn and see a headliner whose last hit is from 2003. Coachella is a stone cold sellout.

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News

Dollars Matter, But So Does Attendance

Broadway had a great Thanksgiving weekend, breaking the all-time revenue record as people poured in from out of town to celebrate the long weekend with a show.The record that wasn't broken, however, was the attendance record, which was actually 4% off the all-time record this year.It's a good moment to ask the question: Does that matter?Isn't it dollars, not tickets, that count?Yes, and no. Yes, because it's true that you take dollars to the bank, not ticket sales numbers.But...

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Pricing

How Not to Discount: Part III

Don't discount only your lowest-priced inventory.Today’s example of how not to discount is slightly counterintuitive because it’s easy to associate “discount” with “low price.”The mistake I’m talking about is only discounting the lowest-priced inventory in your venue. This happens because some marketers are conflating two different things: a low price and a discount from face value. They aren’t the same thing, and they function psychologically to the consumer in very different ways.A tier of seats that is inexpensive has...

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Pricing

Tonight’s Game Perhaps the Most Expensive Baseball Game Ever

Tonight, the Boston Red Sox play the St. Louis Cardinals at Boston’s Fenway Park, and some of the people I trust to evaluate the true value of the tickets in the secondary market are suggesting that it’s getting pretty crazy. Jeff Passan at Yahoo brings it together here.Here’s the key tidbit:“By early afternoon, the average resale price for tickets sold stood at $1,024 per ticket, according to SeatGeek. Remaining ticket inventory on Internet sites was even heftier: an average...

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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...

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