Well…were now into the holiday shopping season. We just had “Black Friday”, “Small Business Saturday” and “Cyber Monday”. As a marketer of tickets, did you participate in the fun? If you didn’t, you should have.
For some odd reason, we in the live entertainment business don’t think of ourselves as retail. We put ourselves in a different category. But we are retail. We should be marketing our tickets with the same gusto that the big box retailers do over the holiday shopping season. I do see some venues and shows offering holiday specials but not at the level of retailers.
It’s more than “makes a great holiday gift” inserted in a newspaper ad. There should be Black Friday mega deals. We should be offering Cyber Monday deals. AMEX was behind Small Biz Saturday. They do a lot with the ticket selling world. Why not have them do something big for us?
In our business, we don’t like to discount tickets. Too many pieces of the pie to dish out. But if we planned ahead for the holiday season we could do the big discounting now and maybe not as much later. If you are a venue, you know most of the upcoming year’s schedule. Think of yourself as a “big box store”. Why not offer deep discounts for the first holiday shopping weekend and then stop. Think about the fact you could sell tickets now for a show that doesn’t go on sale until May. Any tickets you sell now are less that need to be marketed later. Think of the discounts as part of the marketing budget.
In our business, we all like to create hype and excitement. Isn’t that the fuel behind the holiday shopping season?