Hey y’all!
Thanks for being here. I can say that y’all sharing this newsletter and supporting the ideas has helped us reach our biggest audience yet last week.
So if you like the newsletter, please share it!
Happy Hour tonight, 5 PM Eastern with me, Matt Wolff, and Ken Troupe.
Join the Slack Channel for the newsletter and meet folks from around the world.
I’m running two polls on LinkedIn this week to find out what two topics to create mini-courses for over the next few weeks: one in the arts and one in the sports world. So if you’d take two seconds and vote, boom!
The secondary market I’ll come back to later. I’m working on something there.
To the Tickets!
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1. The Super Bowl had the lowest ratings since 2006:
We were watching the Super Bowl ticket prices for the last few weeks and the game wasn’t that hot from a ticket selling point of view. I also used the Google trends data to see where the Super Bowl this year was tracking in search data versus previous years and it was down about 80% over a normal year.
Which is understandable considering what the country is dealing with.
91 million people watching one thing at one time is still pretty amazing, no matter which way you spin it.
But it does highlight the need to rethink your strategy for selling into the market once the pandemic ends and crowds can gather and tickets can be sold because you can’t assume that demand is just going to be the same as it always was or that the market is going to look and act the way it always did.
I’ve been working with the ALSD on a series of pieces about recovery in sports business and last Friday we released the first piece with a focus on repositioning your business once the pandemic is over.
In the piece, we focus on the 3 Cs of marketing:
- Customer
- Competition
- Company
What does the customer want?
How are you better than your competition?
What can your company deliver right now that is of exceptional value?
The Super Bowl prices eventually dropped to $4899 on TicketIQ just before kick-off. The winners of our unscientific contest were Natan Edelman who guessed the low number and Corey Gibbs who came closest at kick-off.
