I got this question this morning, “Which podcast episodes are important to listen to now, due to the impact of the pandemic?”
I hadn’t thought about that but I have a few suggestions if you are trying to think through how to deal with the fallout from the pandemic and the shutdown of live events.
We recorded this right before the INTIX conference in NYC in January…which feels like years ago now, but I came back to this episode because Danny brought up the changes that sports teams and venues need to make to win the business of corporate clients like him.
In talking to corporate buyers, clients, and friends from around the world, it seems that Danny’s message is even more essential now because while the conventional wisdom is that fans are just going to rush back when fans can return to games and events, corporate buyers will have a different calculus and many of them were already questioning the necessity of their current investments.
Qcue is a pricing tool and a few weeks back I noted that Corey Leff from the John Wall Street newsletter talked about pricing being something teams were thinking through and grappling with.
Yesterday’s JWS newsletter talked about simplified pricing structures, which I’ve been talking about for at least 5 years due to the psychology of simplifying the buyer’s process, as a way to help make the process of buying tickets easier.
But Derek talks about dynamic pricing as a tool to capture revenue, help with demand, and as a marketing tool.
All of these things are true and even if the examples are from before the pandemic and the data for what the future looks like is still missing, the concepts are still relevant.
This is as much of a love letter to the art of marketing as any other episode minus the one I did with Oli Shawyer.
One thing I’ve been discussing for years is the need to get better at driving people into shows, concerts, and other events.
Amy gives examples from her experience in the arts that translate well to sports, theatre, and every other event space no matter where you are in the world.
I should mention that Amy was introduced to me by another must-listen podcast guest, Richard Howle, who talked about the need to be more focused on the customer.
I talked with Tony about something we both consider a necessity, the changing of the inside sales model of sports business.
The truth is that before the pandemic, the way that kids were churned and burned in many organizations needed to change.
My belief has always been that if you are having 99% of your kids burn out of the industry in less than 2 years, it is you and not the kids you are hiring that is the problem.
We talk about where teams can look for better ideas and how to structure their jobs so that sports can capture some of the best talent and not just the ones that can afford to work in sports.
Due to the circumstances around recording this one, I’ve always felt like I didn’t do as good of a job with this one as I wanted to do because Patrick is really smart and innovative in the way he approaches the business.
That shines through in this episode because we spend a great deal of time on value and always needing to stay on top of the value you are offering your customers.
I don’t think I need to tell you this right now, but the need to innovate value is going to be even more important now than it was before the pandemic. So revisiting this one makes sense.
I’ve got some great guests I am working up for the next few weeks as we move towards allowing fans to return to games, concerts, theatre, and more.
If you have suggestions or ideas, drop me a line at firstname.lastname@example.org.
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