Reach Out And See Somebody

This past month I have discussed a few times how important it is for face-to-face communications with people.  This is especially true in business.  I honestly don’t believe you can really convey your true message if you can’t look someone in the eye.  When someone can read your face, they know what you really think. 

Last week I was on a conference call with a potential promotional partner.  While the questions and answers were being said, I could tell the message just didn’t have the same punch.  Candid moments that could “bring it home” were not expressed.  The next day, I was with the potential promotional partner in a social setting.  I expressed a few of the missing elements. Because we were face-to-face we could read each other.  It put the exclamation point on it!

I understand we don’t always have the option to meet in person.  That is why they invented all of today’s technology.  But we shouldn’t use today’s technology as a crutch.  Look for opportunities to get out of the office.  Go to meetings, sales calls, networking events, and conferences. Network opportunities and conferences are important because it puts you in a more relaxed atmosphere.  When you feel like you are in a social situation you will feel more social. 

Speaking of conferences, this Wednesday March 31 is the deadline for early registration for the Event & Arena Marketing Conference.  This year the conference is taking place in Chicago June 9 thru 12.  If you register before the early bird deadline you will save $100.  I do plan to attend this year and have been asked to speak on a panel again.  When I write this blog I hold back a little.  But you never know what I might say when the live, face-to-face version of this blog speaks out loud.

What A Bargain!

The last two weeks has been Restaurant Week here in Boston.  Participating restaurants have been offering special prix fixe menus.  Many of these restaurants are the “really” good ones that normally most cannot afford to eat at.  This annual event is very popular.  It can be very hard to get a table during these two weeks.  This promotion is great for dining out.  So why couldn’t we do something like this in the live event & entertainment industry?

People like a deal.  They are always looking for a bargain.  Look at Walmart.  They are one of the most successful companies in the world because they offer a bargain.  If our customers are not buying tickets because of the price, then would it not be smart to adjust? There are a few things we could offer.

Maybe you don’t want to drop all your prices across the board.  Maybe you truly believe that your price is fair.  Ok, so what can you do to stimulate your customer?  What about offering a package deal?  A deal that includes tickets, some concessions, some merchandise, etc…  Maybe something like the prix fixe menu offers I mentioned above.

How about some cash back?  One of the most successful promotions I ever did was when we gave our customers real cash.  We handed out cash as they entered the turnstiles.  This took the place of a free premium item giveaway.  What’s even better is the hole the cash burned in the customer’s pocket.  Per caps went up at both concessions and merchandise.

If you are a venue, why not offer a day or two a year when all events coming to your building are on sale?  If they buy that day they receive a 25% discount.  What about offering a multi-event package deal?  Put together a deal that includes a “carrot” event along with an event that needs some help. 

Creative marketing and thinking out of the box will always stimulate your customers.  Yes, it takes some effort.  You will have to leave your comfort zone and try some new things.  But isn’t that why we have so much fun doing what we do?

To Know Them Is To Love Them

So you have this great event or show or venue.  You know it’s great.  You are passionate about it.  You think that everyone will love it too.  So you put together sponsor packages and you start selling.  What is missing in this equation?  The answer is: who are you selling too?  Do they see what you see in the product? Are they right for you and are you right for them? What do they want? Do you really know them?

This is the biggest mistake that sponsor sales people make today.  They get so caught up in trying to sell their sponsor packages; they forget to find out about the potential sponsor/partner.  We need to get over the “one size fits all” mentality.  Today, potential the sponsor/partners have very strict budgets and guidelines.  It is all about the brand and making sure it fits. 

They don’t want to be your sponsor!  They want to be your partner!  The word “sponsor” sounds like they are paying money to keep you afloat.  Stop calling them sponsors!

When you put together a “hit list” of potential partners, think about how they match up.  Don’t just put every company in the world on the list.  That is a waste of time.  Take the time to research good potential partners.  When you are ready to start selling, make the first meeting a question & answer session.  Ask them what they are looking for?   What are their brand marketing goals for the next year?  Yes, throw some ideas at them. Tell them what your plans are.  Get them to think about your product.  Once you understand them and they understand you, then put together a deal that will be a win-win.  This is what partners do!

Expose Yourself!

This is what you should be telling any and all potential sponsors/partners.  Our shows, events, and venues are just the place to do it.

We have discussed in the past niche marketing and grass roots marketing.  Speaking directly to our customers has always been the best way to market but today it’s even more important.  Today, customers have the internet.  They go looking for what they want.  They look for the direct source. Think about it.  Don’t you always Google anything you are interested in? 

Today, running ads on TV programs with good ratings in the proper age demographic may not be the best use of marketing budget.  Yes, I am sure you will hit some of your potential customers but how much waste are you also paying for? If you are going to buy TV/cable then buy a niche channel or program for your product.  For example if I marketed a casino, I would look to buy spots on the poker shows and the horse racing networks. But I would not limit myself to TV. You still need face-to-face with your customers.

All of us in live events have a great vehicle for exposure marketing.  It gives a sponsor an opportunity for “hands on” direct contact with a customer.  Today, companies are looking to speak directly with customers. It’s an opportunity to give them a sample of their product (as we discussed last week).  They can receive direct feedback from a customer.  Why wait for them to post negative tweets.  Let them tell you in person. 

Today, we live in an age where customers want to see, touch, taste and hear everything.  They want full exposure.  Creating these opportunities for your sponsors/partners and your ticket buying customers will payoff for all.

Do It Live!

If you market live events then you know there is nothing like seeing the audience reaction to watching it live.  If you ever go to live events yourself then you know nothing compares to it.  Watching a live sporting event is night and day compared to watching it on TV.  So, if we all agree that live is better then why don’t we do more of it in business?

With all the technology we have today nothing beats face to face communications.  How many times have you sent an email only to find out people took it the wrong way?  When you talk on the phone you get the audio message out but your missing the visual.  If you are pitching a deal on the phone, can they see your passion?  How many of you hate telemarketing?   One reason so many people hang up on them is because you can’t see the person on the other end of the phone.  No trust when you can’t see someone.

Over the weekend, I was putting together a PowerPoint presentation for a potential client.  I was advised that I shouldn’t do that.  Is it really going to get my message out? Will the person even read it?  The person I am pitching is a creative type person.  Do they really want to see PowerPoint?  Getting this person alone in a room, face to face is the better way to get my point across. This was good advice. 

Today, we have made communication too easy and difficult at the same time.  Yet, with all the forms of communication we have today more deals get done when we talk to each other live and in person. Let’s all agree to get off our ass today and go meet someone.

We All Like Free Samples

Be honest, you know you like free samples.  How many of you stop and get one at the grocery store?  The big “club” stores always seem to be giving out free samples.  I actually know people who go to these stores for lunch just to eat the samples.   While I was at one of the big club stores the other day, it got me thinking how all of us in event & entertainment marketing could use free sampling.

If you market at a venue, you have a lot of shows playing throughout the year.  Why not give your customers a taste of the upcoming year’s events? Many venues host open houses. These are great opportunities to show off all your events.  Some of the sampling is a “no brainer”.  If you have a sports team, they will be an automatic part of the event.  But don’t just have a table for them to sell tickets.  Have the team do some kind of demo with the players.  Use the arena floor for these demos. Make it a live event.

What about all the touring shows that will come to your building?  Why not have them offer a free sample.  Again, don’t just offer a table and some signage.  Give your customers a “live” sampling experience.  I bet most family show producers would be interested in something like this. 

Concert promoters should also take advantage of sampling.  Why not get a couple of artists to make an appearance.  It could be a new “upcoming” band that will tour with a headliner.  Maybe a tour is going out that promoters know will need some TLC.  Why not use the open house /sampling to get some free publicity for the artist? Don’t say “this will never happen”.  We all know how old thinking works today.

You can also use this event as an opportunity to sample new concession items.  Find out what the customer likes and dislikes. You must have free food samples.  Everybody loves free food!

How Rabid Are Your Customers?

How rabid are your customers?  Will they buy anything? This is the gamble that Jerry Remy’s Bar & Grill in Boston is going for according to the article in today’s Boston Globe.

Anyone who loves or follows the Boston Red Sox knows Jerry Remy.  Besides being the TV color commentator for the game broadcasts, he is also the “President” of Red Sox Nation.  Jerry owns a restaurant which is opening a location next to Fenway Park.  Taking a cue from sports and events he is offering a season pass to his restaurant.  The cost for this perk is $500.  What does this get you? The season pass is a skip the line pass.  With the pass, you also get a table while the Red Sox game is on.  So if you don’t have a ticket for the game, you can watch it on TV at his restaurant guaranteed. You also get other stuff they claim has a $3,000 value. 

If you have the right product and the right fans/customers you can always offer up-sells.  We all need to find new revenue sources.  The more loyal your customers are, the more opportunities you have for revenue. 

In our business, we have season tickets, suites, club seats, etc…  But what else can we offer?  Many of your most loyal customers cannot afford these high price luxuries.  But they will pay extra for some things.  Think about the average customer.  What is the median income of your core demographic?  Once you know this, you can create offers they will pay extra for. I am not suggesting raising ticket prices.  Think of any and all potential revenue sources for your product.  Give your customer the option to have it. This can be anything from a “once in a while treat” to a “once in a lifetime opportunity”.

Don’t Forget The Bus Companies

Anyone who sells group tickets for a living has lists.  These lists are for different demographics.  It can be schools, churches, seniors, military, etc… But do you have a list of bus companies? 

If you sell groups for a venue then you should be on a first name basis with all the local bus and tour operators.  They are a valuable resource and revenue source for your efforts.  Think about this, every time you sell one bus group, you sold 50 tickets.  A bus is truly a group sale. 

Bus companies are in the business of filling seats and running the buses.  They are just like you.  You are in the business of filling seats and running the venue, show, or event.  What a perfect marriage.  Many bus companies have their own sales departments.  These sales people are always looking for ways to sell seats on their bus.  If you put together a deal with them, they will act as an additional sales force for you. They have access to all the outside groups and conventions that come to your city.  Don’t you want to tap into that?

Sit down with your local tour operators and put together a package.  Remember that the package has to include the bus ride.  You may have to discount your ticket more then “normal” to make the package attractive.  Don’t think “normal”.  Nothing in this business is normal.  When we get stuck in the “standard”, “normal”, “that is how it is always done” mode we are going down the wrong road.  Put together a package that works!

If you can, join the American Bus Association. This will give you access to all bus and tour operators in the country.  This might work great if you have a national tour going out.  It also works well for sports teams, permanent or unique events.  You would be surprised how many national bus operators plan trips to your city.  They are always looking for stuff to do in your town.  Why shouldn’t you be a part of it?

More Social Network Discussion

My last post on LinkedIn was one of the most popular posts since this blog started.  Not only did I see a spike in readers but I also had some great comments. Most of the comments disagreed with me.  I think that is great!  This is what blogs are all about.  Communication is a two-way street.  Sometimes it even has a HOV lane.  Let’s keep this social network conversation going and discuss Facebook and Twitter. 

Facebook is by far the biggest social network site.  It seems like everyone I know (except my wife) is on Facebook. I have hooked up with friends that I have not seen since high school.  However, I have noticed that Facebook has changed over the past six months.  It seems to be very cluttered.  Not with people, but with crap!  This is not a good thing if you are a marketer and want to use Facebook as a tool.  It has become filled with Mafia Wars, Farmville, Lover of the Day, and all the others.  We need to figure out how to rise above the clutter and use Facebook to market our customers.  Facebook has 100 million members.  They are an interactive audience that not only you can speak to, they speak back.

Twitter is growing on me.  It too is evolving.  I am finally seeing less of “I am going to the bathroom” and more tweets of substance.  It also has its issues.  If you are on Twitter, have you noticed how many followers are SEO experts? What’s up with that? I am now over 1000 followers on Twitter.  Most of these followers seem to have common interests with me in the marketing, entertainment and the culinary world.  This is why I follow most of them.  I am learning new stuff from them and I find you can have two-way communications.  There are some I don’t follow or I will get in trouble.  For example the ones that want me to see their “special private photos”.

LinkedIn: Lots Of Connections And…?

All of you know that I am a big fan of social media.  I discuss all the social network sites and preach about how we need to use them as marketers.  I am currently signed on to four of them.  I am active on three.  One of these is LinkedIn.  This one is bugging me.  What is it really good for?

I do understand what LinkedIn is all about.  It is a business “networking” website.  Anytime you can network with others in business, this is a good thing.  You can join online groups that apply to your industry.  You can share business ideas.  You can look for a job.  You can see how everyone in this world is connected by just a few people (makes Kevin Bacon proud).  But with all of this, is it really doing anything to help you?

I have been on LinkedIn for almost 2 years.  Yes, I have connected with a lot of people. Many of which I have not seen in many years.  This is a good thing but that is why I also use Facebook.  I have joined a lot of groups.  But what has LinkedIn done for my business or job world? What has it done to make me money? The answer is: not really anything.  

If you have the basic free membership (which I have) to LinkedIn, you are limited to its resources.  They are always asking me to upgrade to the paid membership.  I have thought about it and would do it if I thought it would really help me make money. I just don’t see the value prop.

Virtual networking is a part of our 21^st century communication. It has a place but it also has its limits.  It is easy to connect with people online. However, nothing will ever take the place of face-to-face networking.