It May Be News To You

EAMC names its 2010 location

In case you have not heard yet, the Event & Arena Marketing Conference announced last week the dates and location for the 2010 conference.  The lucky city is Chicago. They invade the Windy City June 9 thru 12 at the downtown Marriott.  EAMC used their new Facebook page to make the announcement. 

Power in numbers

Speaking of Facebook, if you still have not joined yet, it seems you are in the minority.  Facebook announced yesterday they now have 300 million users. Do you still think that traditional marketing and advertising is the most effective way to go?

TV ads for the 21st century

The cable companies know that just running TV spots are no longer working.  They are getting into the 21st Century with interactive ads.  There is an article in today’s Wall Street Journal that discusses this.  The article mentions that some of the issues with TV spot watching are self-inflicted.  Cable companies are pushing DVR technology with their cable boxes.  Everyone is skipping the ads.    This new interactive ad technology is similar to what you might find on a website.  During the spot, you get on-screen buttons that you can click. I believe this is the way we are going with television in general.

Pushing the youth groups

I picked up a flyer at my kids hockey rink this past weekend.  It is a flyer for Boston Bruins youth group hockey opportunities.  The flyer is a group sale piece designed for teams.  The Bruins offer is more then just tickets but a chance to “play” on the ice prior or during an intermission of a game.  The youth group also gets the on ice experience shown on the video scoreboard and DVD of the event.  The flyer posts all the home schedule dates and shows which games are already booked by other youth teams.  I am glad they did this.  It shows “urgency” and helps teams with planning.  Of course as soon as the flyer was printed, I am sure it was outdated.  But that is okay.  It is a good problem if you can fill it up.

What Group Are You In?

We all belong to a group.  Think about it.  We really do.  No matter what you do there is a group imbedded in it.  If you work, the office and/or company are a group.  If you go to school, you belong to a school or college group.  If you are retired, you most likely belong to AARP.  If you belong to a health club, that is a group too. Social network sites are filled with groups and we all seem to belong to at least one.  Are you a member of AAA?  They are a big group and are known for offering members a discount. 

If everyone is in a group, then why don’t group sales rule the roost in the world of ticket sales and marketing?  Group sales accounts for no more then 30% on the high end and usually runs around 15% to 20%.

No matter what type of show, event, or sports team you work with there are all types of groups that belong to you.  Let’s look at some examples:

If you are a family show who are your demographics?  Well the two biggies are moms and kids.  Moms belong to all kinds of groups.  They belong to playgroups, neighborhood groups, PTA’s, and online social groups.  But what about moms that work?  Could you offer a group discount to moms @ work?  Why not go to HR managers at companies and offer a “Family Night”?  Kids belong to groups too.  They belong to youth groups, sports teams, dance groups, music and theater groups, and even toy clubs like American Girl Doll.  Families belong to church groups, country clubs, etc…

If you are a sports team you have lots of groups to market to also.  The youth sports teams that belong to your sport are the “lowest hanging fruit”.  Group sales departments should be all over this.  My kids belong to sports teams and we barely see any group opportunities come through.  This should not be selective.  Every single youth sports team needs to be offered at least one group outing (if not more) every season.  As I have stated in the past, these kids are your future ticket buyers.  They want to love and follow your team. Make it accessible to them. Don’t wait for them to call you.

If your show involves seniors, you have tons of opportunities.  You have retirement clubs, retirement communities, senior centers, bus companies, doctor’s offices, churches, fraternal groups, etc…  Have you ever thought of selling group tickets to pharmaceutical reps?  They could organize a group outing for patients and doctors.  They may even have the money to pay for the group.

With our economy out of whack, groups should be even more important today.  Customers are always looking for deal.  Groups can offer that.  People like to hang with other people they know.  Groups do this.  Groups fill up lots of empty seats. Isn’t that why we are in this business?

The point I am making is that group sales needs to step to the plate.  The days of just sending out a mailer to a list that is used over & over is not enough.  I am not dissing the group sales person, I am speaking to management.    If you sell for multiple events a year, a group sales department of one or two people is not going to cut it.  You need people on the streets and in the office. You need to give them the resources.

Start the new group thinking today.  Make a list of what types of groups will come to your event.  But even before you start that list write down every group you belong to.  You may be surprised.