My phone rang from across the room. I caught it right before it sent Carrie, one of my clients, to voicemail. “Hey, Ron — do you know a good fundraising system that actually returns calls? I’m sick of mine.”
I get …
Today, Amazon launched its new Amazon Home Services product, with a huge banner placement and video on its homepage. Amazon Home Services allows people to enter their zip code, and search for service providers such as electricians, home theater installers, or just “odd jobs” around the house (all in direct competition with Yelp, and somewhat in competition with listing services such as Angie’s List).
All quite uninteresting to the arts, until a deeper search of the offerings reveals arts-based services such as voice lessons, violin lessons, and guitar lessons. There are also options to “Hire A Singer,” as well as the strangely specific “Hire a Silk Aerialist.”
While the former are educational experiences, the latter are clearly performances. Once you pick the service, you are asked to select from vendors for, say, TV installation, based on price and star rating. I loaded that link into three browsers, two logged into Amazon, and one not, and got prices for the same service as the first
In my last post, I spent some time talking about advance sales and discount ticketing strategies, as well as how it’s too easy to train the patron to wait for a better deal if you offer large discounts late in the game. I mentioned that “the right thing to do here is create a marketing strategy that offers the most discount to people who give up the most convenience.” It’s enticing and effective to trade one thing for another (in this case, giving up convenience to get a discount back). I think we’ll see this idea of “trading something for something else” pop up again later on.
I also began to talk about discount ticketing, below, we’ll cover group-based buying programs (the half-price ticket program being an old favorite, and new group-purchase sites such as Groupon.com and LivingSocial that have recently come on the scene).
Half-price tickets are hot. From the TKTS booth in New York City, to your local arts service organization with a half-price ticket list, the idea of “half-price tickets” activates the brain in an exciting way. First, there is the idea of the huge discount — similar to what you might feel when you say a $200 awesome leather jacket marked down to $100. A steal, right? Then there is the idea that they are limited (and we recommend limiting them) — get them while they’re hot, as they won’t be around long. Two powerful incentives to buy those tickets right now!
Pricing and marketing arts event tickets isn’t easy. When faced with the need to “put butts in seats” it can be tempting to do whatever it takes. In this article, I hope to give you some explanations on why some discounting strategies would be a better choice than others, and help you avoid some short-term successes that could lead to long-term problems. Picture this. You’re a big supporter of a large cultural music venue, so when you receive an email from the institution that tickets have gone on sale for an upcoming concert, you pick up the phone and buy your tickets (or better yet, buy online). You get your confirmation that you paid the listed price, and since the concert isn’t until a month from now, you go about your business. Three weeks later, you get an email from the same organization, offering two-for-one tickets for everyone who buys a ticket going forward. But only for people who haven’t bought yet. Wait a minute. You bought your tickets early, and now you can’t get the deal. You call the organization, and they tell you this offer is only for people who haven’t bought tickets yet. You’re angry, and understandably so. You think to yourself, “I could really make a scene here and demand that I be given the same offer,” but you probably don’t act on that idea. Instead, you smolder about it and swear to yourself that you’ll never be caught in THAT situation again. Next time, you’ll wait until you get the offer before buying anything.