Last week we discussed how we should follow retails lead going into the holiday shopping season. If you haven’t noticed already, top retailers & brands seem to have a similar message. As Walmart’s current tagline states: “Save money, live better”.
There is an article in today’s Adage Online about marketers selling the mission. P&G, Unilever, and Walmart are among the brands and retailers that are pushing this marketing approach. Today’s marketing trend is all about how your brand is helping someone.
As event & entertainment marketers you might say “how do I say that when I am only selling tickets”. The business of selling tickets is not that different from selling a P&G product. The one big difference is that most of our products are discretionary dollars.
Think about what your product does for your customer. For most of our shows and events we put smiles on people’s faces. During this time of stress and recession, this is a really great thing. Think of our events and shows as a “mental health holiday”. Remember what I always preach “we are the escape”. If you don’t want to discount tickets right from the start, why not price the event or tour as ”fan friendly”.
Emotions and price are our two most sellable tools after the event brand itself. As you put together your marketing plans, try to incorporate these two important assets.
Tags: adage.com, escape from recession, fan friendly, mental health holiday, P&G, selling the misson, smiles on faces, ticket prices, Unilever, Walmart
