SOR 54: Should You Use Discount Services Like Groupon and Goldstar To Move Tickets
Some very successful discount aggregating services have popped up over the last few years, and they offer an interesting outlet to reach a new audience for your shows. As you might imagine there are both pros and cons to working with them, so when you balance all those out are these services a good solution to selling tickets?
In this episode:
- what’s a discount service – when your own marketing efforts aren’t enough to fill your seats, a discount service can reach a different group of people by distributing discounted versions of your tickets
- psychology of who uses a discount service – these bargain hunters get a thrill from finding a deal, and that rush is part of the entertainment experience for them
- cannibalizing your existing audience – if you consistently offer your tickets at a discounted price, your current audience can gravitate towards those deals and stop paying full price
- your first experiment – your initial test will often be very positive, whether the long term results are going to be positive or not
- how your audience grows with discount services – even if you keep all of your current audience paying full price, you are only growing your audience with people who are accustomed to paying a fraction of that
- who has the keys to the kingdom – if your marketing plan is dependent on a third-party (any third-party), you are at risk if anything happens to them
- Goldstar – a discount service that focuses specifically on events in the United States
- SOR 14: Scott Cramton – among other things, Scott shares his insight from having successfully used (and watched people unsuccessfully use) Groupon to sell tickets
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Thanks, Lawrence, for the question. And thanks to all of you for downloading and listening.