Let’s see…I’ve been traveling a lot, doing some workshops with clients, researching the Australian ticket market, and thinking about how to sell tickets at all costs.
So I’ve got a few ideas that I want to flesh out and I usually flesh out my thinking by writing about things.
So here we go.
The marketing of live events needs to get a little more creative:
As I mentioned to a few people over the last few days, I was reading Marketing Outrageously. If you haven’t read it lately or yet, you should. It is a great book about marketing.
The idea at the heart of the book is that if you are using the same tactics that everyone else is using, you might not be getting very good results.
Or, as I am fond of saying, “just because everyone is doing it, doesn’t make it right.”
In this case, I’ve been looking at the marketing of a lot of events, teams, sports, and performances, and what should be life-affirming stuff is turned into boring, same-old marketing crap.
I think that the world of live event marketing needs to get a little more creative.
We have the same old rote marketing messages that go out these days: schedule announcement, free agent signing, tour launch or announcement…and on and on.
What would it take to be different or creative?
I mean think back to the White Sox smashing disco records, Jon Spoelstra’s rubber chicken stunt, or any number of marketing stunts that have been used to get attention like David Copperfield making the Statue of Liberty disappear to remind us how precioius liberty is.
These are all other people’s ideas, but we could all go a little off book in the marketing creativity department.
Platform consolidation won’t be good for sales:
StubHub is up for sale.
Who will buy it?
No one knows.
But consumers are finding that they have less and less choice in the market and that is a bad thing for the market.
There are two sides to this.
In most cases, when you see consolidation…you see the firms that are standing squeeze consumers on pricing, but in the way that this is likely to work in tickets, you are going to see that consumers just choose to go somewhere else with their entertainment money.
First, as I’ve mentioned before, Richard Scudamore is quoted in The Club as saying something to the effect of “an empty stadium is a bad soundstage for a TV show.”
Meaning, an empty stadium isn’t very appealing.
Two, as people’s allegiance has shifted to players and entertainment options have expanded, the commitment to a game at the ballpark or stadium just doesn’t carry the same appeal for a lot of people.
Which means that you have to work harder at earning their trust and their dollars.
And, when you are squeezing people on prices, fees, and costs to go sit in an empty stadium.
To quote someone, “Nah Duke, I’m good.”
I’ve got a lot more on my mind, but I need to think on these ideas a little more.
What do you think?
What’s on your mind about tickets and events? Let me know in the comments.
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