Just as I was sitting down at my computer to write today’s blog post and thinking “what am I going to write about” I received this email from an arena marketer in the Midwest.
“Hi Joe, I subscribe to your blog, read it immediately whenever it hits my inbox and often share it with co-workers.
I have dilemma that I thought you might be able to enlist your subscribers for their thoughts on. Here lately, it seems as though our building has had a string of events that don’t sell very well (priced too high) and we have been forced to roll out last minute, fire-sale deals to move seats. One of the ways we get the word out about the deals is our social networking…Facebook and Twitter. Facebook is great for us, but we often get complaints as comments from folks who paid full price earlier. What is the industry (good PR) thought on how to respond to the Facebook comment complaints?
I am in a position as an arena marketer to take directions from the show’s promoter (who rents our building), but this practice of pricing things too high and then putting out last minute discounts and making our early buyers mad…just irritates me.
Any help you can provide on the Facebook question would be appreciated. Should I respond? Should I delete the comments?”
Name Withheld By Request
What the author of this email stated is a topic that is an ongoing issue. This problem is not new. It has been happening for years. The only difference now is that our customers have more avenues to express their comments and complaints.
To answer his last question first; I believe you should always answer every question or comment you receive from a customer. Part of social networking is creating the dialogue. With social networking you need to take the good with the bad.
As for taking direction from promoters, I understand both sides because I have been on both sides. Promoters do need to listen to the venue marketers who live in the market. They are the first line in what is happening in that city. They know if the economy is healthy or unhealthy. No one likes a fire-sale. Besides upsetting customers, it also cheapens the show which makes the producers and artists mad.
The writer of the email and I want to hear from other event & entertainment marketers. This goes for both promoters and venue peeps. Send me your comments!