Hey! Don’t you all wish we could sell tickets to anything like Taylor Swift seems to sell tickets to everything? CNBC reports that after 24 hours of putting her film of the Eras tour on sale, that the theatrical release is already one of the Top 10 pre-sales of all time. That’s great!She’s Taylor Swift, but what can we learn from Taylor’s take on a blockbuster movie release? Here are a few things: 1. Know your customers: Everything begins and ends with the customer. You need to know what they want, the value they desire, and what they look to you for. In Taylor Swift’s case, throughout the run of shows for the Eras Tour, we’ve heard her fans say:
2. It is a buzzword, but think about the “ecosystem”: At Cambridge, I learned about ecosystem thinking and how different businesses or pieces innovate to create value around the core. In Taylor Swift’s case, she’s the hub and the innovations and other forms of value flow around her:
Can you use this thinking? Certainly…
3. Not everyone can break the rules: Taylor Swift dropped the announcement of her film and ticket sales went bananas. Everyone can’t do that. For most of us, we need to spend time building the anticipation of our product release. Shock drops only work for Taylor Swift and certain Air Jordan colorways. The key here is to know your audience, know your product, and know the value you deliver. Taylor Swift can drop the announcement of a theatrical release of her concert movie and sell millions of dollars of tickets because she has excess demand from her community that couldn’t get tickets to the show, want to relive the show, or want to get a taste of the community that happens at the show. Nike and “shock drop” some camo Jordans because certain styles and colors of the Jordans are always in demand. Like, I really want those White/Red Jordan 4s in an 11. For you to put this to work, you need to understand how to drop your product. What is going to get you the buzz, anticipation, and demand that will make your event/game/show a success? For example, I’m on the soccer club’s board in DC. We did a 30 day “launch” to tryouts for our travel teams. What’s this mean?Every day for 30 days, we delivered some new content, new ideas, and new STUFF to generate demand and excitement to get kids into our tryouts. After 30 days, tryouts started. Our results:
Know a Swiftie that’s going on about her business success? Share this with them.Tell me what you think about Taylor Swift’s movie release endeavor in the ‘Talking Tickets’ Slack Channel.