Anyone who reads this blog on a regular basis knows that I constantly preach about the customer experience. The term “customer service” is not strong enough today. Also, customers usually add the word “no” in front of “service”. Ask your customers what they want for live entertainment and they will always tell you a quality show at affordable prices. This is a key element to selling more tickets.
Look around at any business today. Companies are coming up with products and services that are marketed as “higher quality”. I’m not saying they are all producing quality. The ones that are shit will get exposed and will not make it.
The liquor business today is a perfect example for the demand of quality. In the old days if you ordered a mixed drink you didn’t care that much what brand was in it. You were adding mixers. Today, you ask for the brand. I read this morning about the demand for 100% blue agave tequila. In the past most tequila imported into the USA was only 51% blue agave. Now customers want the good stuff! Selling the better quality has caused a big increase in tequila sales.
We in the live event & entertainment business can’t continue to produce and market the same old stuff the same old way. Our customers are looking for new, exciting, and better products from us.
I’m sure some reading this are saying that better quality equals higher prices. This may be true in many cases but how do we continue to explain higher prices for the same product we have marketed for 25 years? The public understands that prices go up but they want the quality to go with it. If we give them top shelf quality they might just buy.