Hi!
Day 1: we covered strategy with one of my thought leader heroes, Roger L. Martin.
Today, we are going to look at targeting.
I’ve had to go outside of tickets for much of this week’s information due to the nature of what I am teaching.
So, I may drop an another bonus newsletter or story in during the week so you get some ticket specific stuff.
To help explain the idea of targeting to you, I will turn to one of my marketing professors, Professor Mark Ritson, to teach us a few lessons on targeting:
https://www.youtube-nocookie.com/embed/zObGb8eX3vw?rel=0&autoplay=0&showinfo=0&enablejsapi=0
Here Mark talks about targeting.
- Targeting is the beginning of strategy.
- Even if you think you are for everyone, you still need targeting.
How do these ideas apply to your pursuit of premium ticket buyers?
First, premium buyers aren’t a monolith.
They don’t move with the same intention.
Like every other buyer profile, you are likely to find a few different types of buyers within the premium buyer market.
Second, effective targeting gives you the tools to know what people are buying.
I tell you to sell using emotion.
Connect the emotional need to what the person is buying.
You aren’t selling a ticket.
You are selling a day with your family.
A new potential business relationship.
A date.
Whatever.
Know what you are selling.
Finally, you target because you want to save your resources to use them for better opportunities.
Especially when you are selling premium.
Premium isn’t going to be an everyday purchase for any potential buyer.
You can’t take a “spray and pray” approach.
You have to be focused.
That’s why you target.
Make sense?
Tomorrow: we talk about choices and offers.
DW
Join us in the Talking Tickets Slack Channel.