pricing Archives - Wakeman Consulting Group

Blue Dot Fever

“Blue Dot Fever” is everywhere. The New York Post. Twitter. TikTok. Everywhere. The seating charts are damning. Whole sections unsold. Blue dots just staring at you. A lot of folks will tell you this happens all the time…those are folks on the primary side. Other folks will say this is a sign that customers have gotten […]

August 24, 2025
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I’m going to give you an exercise today. This is one I shared with a friend who is a start-up advisor. He was struggling to decide on the area of start-up management he wanted to work on. I use this exercise regularly in my workshops and intensives. It goes like this: Think of a table. […]

The BIG Ticket: Do Your Buyers Care That Your Prices NEED to Go Up?

Hi! The boy finished his last summer at camp. Patrick Gracey wrote a piece in The Stage about the need for British theatre ticket prices to increase. He offers up some interesting reasons to support the price rise: All of Patrick’s ideas are valid and, probably, accurate. They also miss a larger point about ticket buyers and what […]

21 Ways to Help Your Business Grow…

Hey! As I’ve been hiding away in my lab, I’ve been thinking about new ways to deliver value to you. I’ve been playing around with two new program ideas. The one I’m going to share today is an outline with some bullets about ways to help your business grow. At the end, hit reply and […]

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: 3 Ways for Marketing Teams to Keep Their Pricing Power

Hi! One final note from NYC where I gave a lecture at NYU. This is another one from the ALSD archives that applies right now. Pricing is marketing’s MVP moment. This is the moment marketers capture value from the efforts they’ve taken over the years building your brand. However, in too many cases marketers end up […]

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 […]