This is from my FREE newsletter: Talking Tickets. Get it FREE each Friday!
I dig it.
People in the arts can learn a lot from sports folks and vice versa.
This article is great because it highlights a few things that we should all be paying attention to like investing in our audience, combining the best of multiple medias makes sense, and getting together to experience something with a group of strangers is magical.
Let’s look at each of these things quickly to gain some insight on how to act.
First, investing in your audience is a key.
I’ve been railing about this for a long time but for far too long, the audience has been neglected.
Sure, folks are doing social media or sending emails, but these things are often tactical and not driven with an eye on adding value to the customer, establishing a relationship that leads to revenue, and driving conversions.
During the pandemic, we’ve seen how this lack of strategy and a bit of negligence in managing the relationship with the fan has come back to haunt folks because we are seeing teams, schools, and leagues lose millions and billions of dollars.
My advice here is to start thinking about how to engage your audience starting right now by looking at the team or game through the eyes of your fans.
What do they want or need?
What do they value now?
How can we help give that to them?
Second, let’s look at the multimedia experience.
We talk apps, second screens, and all kinds of other digital stuff that ends up being non-sense.
The point about multimedia experience is to keep folks immersed in your experience. There are tons of ways to maximize the share of attention your team or organization gets and a few good examples are the way that Chelsea has recreated their mobile experience using their app or following the example of my favorite, mindless American TV program, Love Island, who drove fans to their app to vote for dates, evictions, and other aspects of the show. All the while, using the app to drive people to their social media feeds, specifically Instagram and Twitter.
The key is to think of each of these platforms or outlets as unique and understand how they fit into your strategy and move you towards your goals.
Finally, getting folks back together.
Can we put away the idea that demand is just going to snap back as soon as events are able to host people again?
That wasn’t true during the pandemic and it isn’t likely to be true after the pandemic.
The reality is that we were seeing a lot of events struggle to draw folks in.
We also recognize that people love people and want to get together with their friends, strangers, and colleagues.
The two ideas aren’t mutually exclusive.
The challenge of getting folks to come back is going to require giving people a sense of security, providing them something that has the perception of value, and a rethinking of the nature of the relationship between ticket buyer and event.
Let me explain, quickly.
The lockdowns and restrictions we are dealing with aren’t killing businesses and live events, the fear of the virus is doing that job. So getting the virus under control and helping people feel a sense of security around going outside of their homes is going to be the key to getting things back to normal.
Don’t believe me, believe McKinsey. 80% of Americans don’t go out and do things due to fear of getting sick.
Remember rule one of marketing: you aren’t your market.
The perception of value is going to play a bigger role in our ability to get folks to come to games, shows, and concerts for a number of reasons but the most likely one right now is a lingering economic hangover begun by the shutdowns we are dealing with, but added to by poor or mismanaged responses by governments around the world.
So people are likely to find themselves being more judicious in how they spend their discretionary money.
And, we have no way of knowing how much people’s preferences and buying habits will have changed due to the pandemic and whether or not those changes are permanent.
The final piece is rethinking the relationship between buyer and product.
This is about having a market orientation and looking at the value that is created for your fans through their eyes and not yours.
After this whole thing is over, all signs are pointing to a need to rethink the way that business is done to give folks a chance to recover and re-establish their businesses.
You aren’t going to be able to do that successfully by seeing things the way that you want to see things, you are going to need to see things through the eyes of your fans and take action based on what they want and not what you want.
But…I’m a broken record on this stuff at this point.