Communications, Your Number 1 Marketing Tool

Communication is the most important tool you will use in business.  Everything you do relies on communication.  Good communication will never hurt you but bad communication almost always will.

Today, with have technology that increases our opportunity to communicate with one another a million times better then 20 years ago.  Today we are only a phone (land or cell) call, voicemail, email, fax, text, i.m., and tweet away from getting our message to someone.  Yet, people still don’t communicate properly.  Communications is a two-way street.  When the two-way street becomes one-way you are due to have a problem.

When we communicate (market) to our customers they communicate back by buying tickets.  If we don’t communicate correctly they don’t buy tickets.

Communication between events, venues, ticket sellers, and promoters is a top priority.  Everyone needs to be on the same page.  We all know what happens when everyone is not on the same page.  The type of deal or relationship doesn’t matter because all have a vested interest in success.  If the event does not sell well it will affect everyone’s bottom line. 

I learned how vital proper and open communication was early into my career.  I learned it from making mistakes.  I remember one time I didn’t follow up on an operational request from a show. That mistake cost us several hours of move-in time.  We all know that wasted time costs money and really pisses off a show.  Another time my lack of communication about a marketing mistake costs us ticket sales, money, and almost my job.  In both cases the common word is “money”.  Lack of or improper communications will always cost you money!

Today, I have O.C.D. when it comes to communications.  I go out of my way to make sure I am always communicating.  I return all phone calls and email.  My BlackBerry is on everyday from 7:00 AM (or earlier) until I go to bed.  I keep everyone informed of what I am doing and always ask the same in return.  Sometimes maybe too much, but no one can say I don’t communicate.  All I ask is two-way communications.  Just think how many of our unsuccessful events might have had different outcomes if we just communicated better?

What Is A Recipe For Successful Events?

The weekend success of Monster’s vs. Aliens is a prime indicator of our customers desires to still be entertained.  The movie did $58 million over the weekend. Let’s discuss why this movie is selling tickets from an event marketing perspective.

1) First off they started creating hype for this movie during the Super Bowl.  Remember the 3-D glasses we all had? 

2) It is being marketed as a family movie.  Not just for the kids but the whole family.  As a father with kids still at home I can tell you that we are always looking for these types of entertainment. 

3) The 3-D gimmick is working.  Kids today demand a very interactive experience.  This is as close as you can get with a movie. 

4) Cabin Fever is at an all time high.  Families need to get out of the house.  It’s been a long recession winter.

5) The price of taking a family of four to a movie is still inexpensive (relatively speaking).  Anytime you can take the whole family out for $50 or less is great.  Hollywood is having its best first two quarters in years.  The price of a movie is a big reason.

Now what if we take all of these reasons and put it toward our events?  There is no reason why we can’t.  Come up with an event theme that the customer wants.  Create a good marketing campaign that will get people talking. Make your event hands on and interactive.  Touchy/feely sells tickets.   Market the fact that you are the “escape” from the recession and winter blues.  Price your event so that your customer not only can afford it but they believe it is a good deal. 

 If we had a cookbook with recipes for successful events, these ingredients would be included.

 

Friday Fun & Facts

When you gotta go!

Here is a fun marketing example of “thinking out of the box”.  Proctor & Gamble’s Charmin brand is sponsoring a new website and an app for both the iphone and the BlackBerry called SitOrSquat.  Yes, you can now download a free app to find out where the closest public restroom is.  I am not kidding on this one. Not only will it tell you where to find a restroom quick, but it gives you review rankings.  Users of the app can rank the public bathroom on a scale of 1 to 5 stars.   I love this marketing tool.  Even better for the brand, I remember who sponsors it.  Charmin doesn’t make any direct money from this.  They list all public restrooms they know about (not just ones using their product).  With this app you can search for nearby restrooms, search by address, rate the restroom, and you can add a toilet to the list.  This could be a great form of marketing for any establishment looking to promote it’s self.  Check it out at www.sitorsquat.com. 

Even better then the app is the Charmin Bathroom Experience they created in New York City.  Just click on the link and see fun experience marketing at its best http://www.youtube.com/watch?v=TwPYdgjnzxs.

They win my “out of the box” marketing award of the week!

Newspaper ads don’t work: fact or fiction?

As I continue to work on events and meet with event marketers across the country I hear the same response about newspapers.  Every time I discuss the marketing plan I hear “and we don’t plan to run newspaper ads.  They don’t work”.  Is it true that newspapers ads don’t work or is it a perception problem?  As with anything, are we like sheep and just follow the herd?  If I was in the newspaper business I would try and do something about it quick.  Marketers now have it locked in their brain that newspapers don’t work.  If I ran a newspaper ad department I would put together a whole marketing campaign to get advertisers back. Create excitement!  Do something!  Make them try you again! Lower your ad rates!  If newspaper ad departments continue to sit back and do nothing then I guess the grim reaper will continue to stop the presses.

Question of the day

Why doesn’t the NCAA do more to promote women’s sports?  I think it’s really sad when you see hardly anyone in the stands watching.

Have a great weekend!

 

Make It A One Stop Shop

Since the recession hit I have heard the term “one stop shop” a lot.  There is a good reason for this.  Budgets have been cut, staff has been cut, and competition for the almighty dollar is way up so this type of approach makes perfect sense.

One area of event marketing that has seen this trend increase is sponsorship.  A few months back I discussed how AEG was bundling its venue festivals to sponsors.  This is a great idea for both the sponsor and AEG.  One pitch to a sponsor for several events at several venues. 

Today I read on adage.com that the Florida Panther’s (NHL) now control all their sponsorship inventory.  The team ownership controls not only the building (and its signage) but they now control the broadcast media (TV & radio).  They also have developed online sponsorship inventory including social network marketing.  They have created a one stop shop for a potential sponsor.  They can even bundle all the inventory if they so desire.  This gives them the edge.  Sports team sponsors today don’t want just a sign up in the arena.  They want to be part of the team.  They want to be a “partner”.  If they can always be in the face of the fan with the team then the brand becomes part of the team. 

Now the Panther’s need to work on attendance at the games.  They are ranked in the lower third of overall NHL attendance.  Sponsors need maximum exposure.  They need fans to see the brand!  I am interested in what the Panther’s do to fix this issue.

We have also discussed a one stop shop for the ticket buyer.  Michael Rapino mentioned his idea at the Live Nation/Ticketmaster hearings.  His idea of making TM a one stop shop for the music fan.  They can buy tickets, music, and merchandise from the TM website.  I mentioned before that I really like this idea.  If they do it, all I ask is make it affordable to the fan.  We have also discussed making arena package deals for the fan.  One package price includes: ticket, concessions, and merchandise.  They can have this scanned from the ticket or the mobile phone.

You can even think of this blog as a one stop shop.  You get a daily read, new ideas, and information on what’s happening in the business. You also have someone you can consult with on event & entertainment marketing (you have to pay for this one).  Sorry for the shameless plug but I do have to make a living.  If you hire me I will even bundle my services into a one stop shop.

 

Don’t Raise The White Flag Before The Battle

I know that all of us have lost patience in the recession and its effect on our ticket sales, but just giving up is the wrong answer.

Last week I wrote about marketing departments at our venues.  I wrote about how they are over worked, under staffed, and under paid.  But I also mentioned that all our shows need equal treatment and attention.  Some might even need more attention.  I have seen first hand the attitude of “giving up” on a show because it didn’t break well.  Or deciding that a show will not sell because it’s playing on the wrong date or wrong time.  This is not a decision that the marketing department should make.  As a marketer it is your job to market and sell the event no matter what obstacles are in your way.  If your venue booked the event then it needs to be marketed. 

When I was marketing professional hockey back in the 90′s I learned very quickly (the first day) that you cannot control what happens on the ice.  As the marketer you have to market the team win or lose.  Yes, it makes your job easier when they win but you don’t have that control.  Today, I see some venue marketers that only want to market the “winners”.  News Flash:  There aren’t that many “slam dunk” shows touring right now. 

The word “try” is a very powerful word in our world.  Yes, everything you try will not always work but you would be surprised how many times it will.  If you try hard to market a show and “leave no stone unturned” then one of two things will happen:

1) Your efforts will pay off and you will have made a positive difference in the outcome.

2) You can end the campaign knowing that you tried your best and it was not you.  Promoters will never fault a venue marketer who puts in real effort.

If you manage a venue or market at a venue I ask two things of you:

1) If you book a show and you offer marketing then please give the show or event the personal attention it deserves.  A lot of time and money goes into producing these shows.

2) If you don’t want to market the shows then let the promoter know up front so they can find someone who will or just don’t book the event at all.  Just booking a show in a venue to fill up event dates does not help anyone’s bottom line.

Ready, Aim,…..Wait!

If you haven’t noticed by now the recession has changed the buying habits of our customers.  They have become a late buying crowd.  As all of us in the business call it “promoter’s nightmare”.

This new trend is especially strong with the family show business.  In the “old” days you would put a family show on sale four weeks out.  You would break the show with a newspaper ad, start running promotional TV spots, and kick in the cash portion two weeks out.   You knew how and when your customer purchased tickets. You had it down to a science.  Today, if you go on sale four weeks out, you will see a small bump and then a stall.   You sit, wait, and ask what day will they start buying again?  Blood pressure meds for all of us.

Everyone I talk to in the family show industry tells me this is the trend.  Tickets are being sold last minute.  Families are waiting.  They are hanging on to the money until they have no choice.  Shows are seeing the jump in sales a week before and week of a show.  They are even seeing decent walk-ups. 

So the question now is how do we market our shows?  If most of the business is being done the week before and week of a show then marketing wisdom might suggest putting your marketing budget there.  But can you sell a show with multiple performances in just two weeks?  What about your competition?  In larger cities you will most likely have this.  If they are marketing their show in front of you will they take your dollars?  If the customer doesn’t know you are coming then how can they hold money for you?

Marketing today is a balancing act.  You need to market ahead to put the show on your customers radar screen.  Then you need to know when to hit them hard so they will decide to buy a ticket to your show.  Is this trend here to stay?  I hope not because I have no hair left on my head to pull.

 

Make Your Street Marketing Fun & Hands-On

Carnival Cruise Lines has a cool new interactive street/mobile campaign called the sidewalk aquarium as reported today on adage.com.  Click on the link to see the 3 minute video.  Carnival market’s itself as the ”fun” ship so it only makes sense that it would offer a “fun” marketing campaign. 

Carnival is setting up these sidewalk aquariums initially in six markets.  A person can create their own fish using their mobile device.  After they create it they can feed, play, and interact with the digital fish on the aquarium video screen.  It’s like a big video game on the street.  Carnival plans to move this to their website also.  This way you can take care of your fish from your home or office. 

I like this type of marketing campaign.  It is not a hard sell yet gives the brand good exposure and an interactive experience for the potential customer.  Anytime you can create a “hands on” experience you have better brand retention. Also, I am sure they are capturing the data from the mobile phones.  Now they can add mobile marketing to their advertising campaign to potential customers.  Look for more interactive street type marketing in the next year.  This is all part of the new “out of the box” non-traditional thinking.

Live entertainment co-marketing

The Harlem Globetrotters are teaming up with Blue Man Group at one up-coming performance in Boston.  The Monday, March 30th performance of the Globetrotters at the TD Banknorth Garden is promoting special guests Blue Man Group.  This is a very interesting marketing approach.  A Monday evening performance is a tough sell especially when you are doing a Sunday afternoon performance.  BMG’s Boston franchise is feeling the effects of the recession and could use a marketing “pick-me-up”.  I look forward to see how this co-promotional opportunity sells for both of them.

Question of the day

Is SXSW still the right forum for promoting new music and acts or has it become more of an event for new media?

 

Food And Music Makes A Great “Comfort” Event

I am a firm believer in producing events that people want and can afford.  Over the past few weeks I have been writing about the affordable “escape”, family packages, and “comfort” events.  I believe I found one that fits all of these. 

A cool new spin on a summer festival is going to be announced on March 31st.  The Great American Food & Music Fest will play this June in the San Francisco bay area.  This takes two of my favorite things in life food and music and brings them together in a one day event that most Americans can relate to. There will be celebrity chefs including Bobby Flay and other Food Network stars along with classic rock music. 

I am a big fan of festivals and events.  I grew up around them.  I remember  hanging at the Saratoga Jazz Festival every year.  I still have a t-shirt from the Great American Song Festival in the early 70’s.  I believe that was a follow-up event from the success of the original Woodstock Festival.  What I like about a festival today is that it can be a great day out for the whole family. 

The producers of this festival are very sensitive to what is happening with the economy. They are working very hard to price the event correctly so that it’s an affordable experience.  They are creating “all in” pricing (service charges included) and they are creating family four packs.  All tickets will include your first plate of food.  Four tickets and food for around $85 total is a great deal.  Anytime you can spend a whole Saturday out with your family for under a $100 bucks is fantastic.  We need more of these “comfort” events. 

My understanding is that the festival is only a one day event this year.  If successful they plan a nationwide amphitheatre tour in 2010. I will let you know more details as I get them.

Have a great weekend!

 

What Is Happening To Venue Marketing?

I am asking all my readers to please help me answer today’s blog question.  What is happening to venue marketing? 

I have been in the event & entertainment business almost 25 years. I was out of the live event business for five of those years while helping run a casino boat company.  Now that I am back I have noticed the change in venue marketing.  I don’t want to sound too harsh but in some cases the “lack” of venue marketing.  What is going on?  Without marketing, our shows are not going to sell. 

In previous posts I have written about people not calling back.  I have written about venue marketers not using non-traditional marketing.  I have written about venues collecting data and not using it to market back to their customers.  I have also noticed a general lack of urgency in marketing of shows.  Why is this happening?  I am not the only one who has noticed this trend.  I have spoken with many live event marketing veterans who see the same problem.

In defense of venue marketing people, it may not be their fault.  Venues can be short on staff while trying to keep the venue booked as many nights as possible.  I have seen venue marketers pulled in several directions at the same time.  This is not good for any show. Each show booked into a venue needs attention.  Some may require more attention then others. 

The marketing department of a venue is one of the most important departments.  They need support from management.  They need the resources to do the job.  It should not matter who or what the show is.  It should not matter if it is a co-pro or a rental deal. It is in the venues best interest to assist the show with the marketing efforts.  No matter the type of deal, the show looks at the venue as a partner. If a venue doesn’t care about the success of a show, then why book events at all?  If the show lacks ticket sales then the show will have second thoughts on playing the venue again.  If the word gets out (and you know it will) then shows will think twice about booking your venue.

So, I am back to the question asked in the first paragraph. What is happening to venue marketing?  I would love to hear from all involved.  Get me your comments and I will post them.  If you want to stay anonymous, no problem.  I can make sure that happens.  But all of us in the industry need to get a better understanding.

 

All The News That’s Fit To Tweet

Twitter is becoming a great resource of information.  If you can wade through the crap and clutter you will find a wealth of news.  Part of today’s post came from people I follow on Twitter.

Mobile Marketing

My friend’s @TicketNews (on Twitter) posted a link yesterday to their website on a very cool mobile marketing opportunity with Keith Urban.  Keith announced six “No Frills” shows at small venues across the country.  Tickets are being offered through Verizon Wireless.  Keith Urban fans that have purchased his music or videos via the mobile VCAST service can get tickets to the show.  The digital tickets are sent to the fan’s mobile device.  The fan will then bring their phone to the show.  The digital ticket will be scanned right off the phone as they enter the venue. 

This is what I have been preaching about for almost a year.  This is the future of ticketing.

Another One Bites The Dust

The dominos continue to fall at big city newspapers across the country.  The latest victim was the Seattle Post-Intelligencer.  They were the oldest newspaper in the city.  The 146 year old paper printed its last print edition yesterday.  They are going to try and live on as a web only paper.  I just wrote about newspapers killing themselves  last week and another one did.

Who Does Your PR?

The number one topic on Twitter is AIG.  After seeing all the fall-out from the AIG stuff, my first question was “who is doing their PR”?  They should be fired!  They suck!  How can a company that has this much (our) money not have great PR people?  I continue to be blown away how companies have such lousy crisis management departments.  Does anyone ever learn from previous corporate disasters?  If I was AIG I would say to the media and the American people “We f**ked up and we will do everything in our power to fix it”. 

Since all of us are now major stockholders in the company I think we should fire all of the upper management, CEO, and the board with no severance. If they want government money then let them see what small unemployment checks look like.  As the saying goes “we need new blood”.