Are We Too Predictable?

Our customers are always asking what is the next great thing?  What is the newest trend? What is the show we have to have a ticket for?  Could our problem be that we are leaving them with too many question marks?

Have we become too predictable? Maybe we need a live entertainment makeover.  As shows go on tour and their marketing hits us, I notice nothing really new, fresh, and exciting.  I know that shows have new themes but I am talking about a show and marketing campaign that wow’s people. Something they really have never seen before.

In the music world they currently have Gaga.  She played here in Boston last night. The buzz was awesome.  I have not seen that kind of excitement for a concert in a long  time.  But one singer can’t carry the music industry.  Who else is coming down the pike to re-energize the concert industry?

What is the next big thing in the family show business?  What are the kids excited about? It is commonly known that you really don’t have to change the format of a family show because as one generation of children age out, the next ones are coming in.  But does this still work?  What if mom and dad are not interested?  When I was a kid I would always go to the circus or the Globetrotters.  So it made sense that I wanted my kids to see them too.  But as our audience is shrinking, this means less future adults wanting to take the kids.

I believe we have become too predictable.  This goes for both the shows we produce and how we market them.  Let’s shake things up in the live entertainment industry.  Let’s get our customers excited.  Show them why going to see something live is a treat for all our senses.

Make Your Marketing Stick Out

After last year’s Super Bowl with the 3-D promotion, I figured we were on the way to a new trend with 3-D technology.  The trend seems to have arrived.

Everyone in Hollywood was waiting to see how Avatar did before jumping on the bandwagon.  Once the movie hit a billion dollars, everyone in the industry is now trying on the glasses.  Disney/ESPN and Discovery Communications announced yesterday they are going to offer 3-D cable networks.  

As live event marketers, we should look into marketing in 3-D.  Since our events are live, we are already in 3-D so why not give our customers a taste of the experience.  This would be a great sponsorship opportunity for a touring show.  Bring in a retail sponsor for the entire tour.  Have them distribute 3-D glasses at their locations.  Run promotional spots, contests and commercials in 3-D.  I believe you could even run newspaper ads that would require wearing 3-D glasses to read the ad.  Think about the buzz you would create with a 3-D campaign.

The point of today’s blog post is to get you thinking about trends.  Marketing is about staying ahead of the curve.  Being ready for a trend instead of reacting to it.  If you are always reacting to trends, then you are already too late when you finally get your campaign going.

How Do We Convince Them To Buy?

How do we convince our customers to buy tickets to our events?  This is most likely the number one question that event marketers ask.  Here are four answers:

1. Right product
2. Right price
3. Correct message
4. Know your customer

Long before you put the show on sale or even produce the show, you should ask yourself and others “will this sell tickets”?  Do the homework.  Is there a market for this event?  Over the years I have seen many events that should have never gone out.  Just because you like the idea does not mean it is ready for the world.  Research the trends. 

Instead of discounting all the time, why not just price the event correctly from the start?  If your price is too high then you will get push back from the customer.  In turn, this causes you to discount.  If we get the consumer used to discounts then they just wait for them. It can also send the wrong message.

If you are a marketer then you should know how to market your event.  Write a marketing plan.  It really does help!  When I first started in the business, I hated writing marketing plans.  Today, I totally understand why they are so important.  This becomes your bible for the correct communication for the event. How does your customer receive his/her communication?  Go where they are, not where you think they are.

If you don’t know your customer, you can’t sell the show.  This goes back to the marketing plan.  When you start the plan, research your potential customer.  What are the demographics? Why will they buy your product? What do they like and dislike?  How do you communicate to them? Where do they hang out? What are their income levels? What will they pay for your event? 

Did you notice that it all goes back to “know your customer”?

Have a great weekend!