#WednesdayWisdom: What’s the Must List for Working With On-Demand Audience Channels?

Looking for a little #WednesdayWisdom? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: The Must List for Working With On-Demand Audience Channels.

“Audience,” © 2010 Streamy Awards, used under a Creative Commons Attribution-NonCommercial license.

Recently, I talked about the rise of the on-demand economy, and I wanted live entertainment and arts marketers to know that it’s not just cars and lunch you can get on demand. You can get ticket buyers and audience, too.

But it’s important to take this further. Not all On-Demand Audience channels are created equal. Or, to put it differently, you should work with On-Demand Audience channels that are set up for you to succeed.

Here is my ‘Must List’ for working with On-Demand Audience channels:

You, the ticket seller or marketer, must be able to get out easily. Long commitments make no sense. You don’t decide on your Google Ad Words months in advance. You don’t order your Uber months in advance. You must be able to pick and choose when you are selling with an on-demand audience channel and when you’re not. And if situations change, you should have a fair amount of flexibility in stopping or starting sales. If there’s no flexibility or too many early commitments, that’s not right. …

Read the rest of Jim’s post about The Must List for Working With On-Demand Audience Channels.

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