marketing Archives - Wakeman Consulting Group

The BIG Ticket: An $80K Webinar?! Can We Use That?

Hi! A new podcast is up. Simon shared a case study about making $81,000 on one webinar. I brought back my friend, Simon Severino! This falls into the strategy camp. But the idea can work for you in sports, opera, or theatre. How? Here are 6 ideas: With a little time, you can come up […]

The BIG Ticket: Ligue 1 in a “Financial Crisis”

Ligue 1 has hit a “financial crisis”. The league’s deal with broadcast partner DAZN collapsed, leaving the league scrambling to find a new broadcast deal for the second time in five years. Ligue 1 is a top 5 European league, generating $2.53 B in revenue in 2023-24. Mostly from broadcast rights and player transfer fees. […]

The BIG Ticket: Beyonce Feeds #PaysToWait?

Hi! #PaysToWait is a real phenomenon. You can look at this recent story about Beyonce’s ticket sales and fans talking about paying crazy pre-sale prices for nosebleeds. Yield management matters. But so does your brand. There is a balance that needs to be struck between maximizing revenue and preserving your brand. Beyonce’s tour is just another in […]

The BIG Ticket: Hard Times for Nightclubs

Hi! You may not know about my start in nightclubs. For 3 years, I was involved in nightclubs around the country. I did almost every job you could imagine. I say that this is where I learned how to really be a marketer. I’ve told the story at conferences about how nightclubs taught me pricing: […]

The BIG Ticket: “The Price of Admission” on CBS/ The 15/75/15 Rule

Hi! If you haven’t had a chance to watch the CBS report from the weekend, here you go: I won’t go into too much of this. Most of you have a feel for this stuff. I’ll highlight a few things that this brought to mind for me, though: First, I’ve been watching the ongoing back and forth […]

The BIG Ticket: Non-Profit Arts Price Survey

Hi! This is a case study I did from a recent bit of pricing work. I’m a bit tired after taking the boy to see his first concert last night, Tyler the Creator. He gave it a 9 out of 10. Case Study Arts Organization Pricing Strategy Challenge: Non-profit had never done any kind of pricing […]

The BIG Ticket: StubHub’s S-1 Filing

Hi! Below is the longest thing I’ve written in a while. I went through 3 or 4 drafts of it. I will probably come back to this story from different angles because it lets me teach so many ideas from my consulting and teaching that I want you to know. Before I give you my […]