24.2 Million People Go to See 'Live Entertainment' in Australia...
That's like 90% of the country!
Hi!
Happy Holidays from HQ!
Join me on January 3rd to kickstart 2024 at 1PM Eastern. We are doing ‘First Wednesdays with Dave’.
To the Tickets!
BTW, the link for the podcast earlier in the week didn’t work for everyone…
Try this one and find out what brokers love when a ticket goes on sale.
I got a few emails from you saying that “Yeah, I wish we’d put half as much effort into customer service, marketing, and sales, as we do thinking about the role of the secondary market.”
The RSN battle is coming to a bit of a head:
I looked at the math. It is tough.
The whole situation could rattle the business model of the NBA, NHL, and MLB.
The math only works if every customer, even non-fans, is paying into the cable bundle.
Let’s go back to Minnesota again:
1,750,000 households. 56% of Americans still have a cable bundle. (Again, I’m going for the larger numbers.)
980,000 households would have cable in Minneapolis area.
This means each subscribing household needs to pay in approximately $56 a year.
That’s approximately $4.67 a month. JUST FOR THE TWINS!
No wonder these things are falling apart. The math is not on their side.
If everyone was a cable subscriber, it probably got a little easier from a math perspective. But it didn’t take much to push the idea over the edge.
Julia Alexander breaks down consumption data through the lens of Netflix’s data dump:
The short answer: people are platform focused more than they are content focused.
Meaning that your partners matter.
Both of these stories relate to tickets for a number of reasons:
TV is still the most powerful tool for brand building.
Almost every business I do research on can benefit from driving more people into the top of their funnel. Awareness/Discovery is the biggest challenge most people are dealing with.
Too much of tickets has been built around:
Waiting on the “next big one” on Broadway.
“HOT” events in the language of the secondary market.
These are challenges of brand management that have been covered up by the amount of TV money leagues and teams were receiving, the cheap money from banks, and luck.
Demand generation.
Brand building.
Marketing.
Sales.
These are all skills that take skill.
While the things that have been popular over the last decade or so are definitely skills like:
SEO
Buying the right digital placement
But they are also about capturing demand that already exists and not helping create the demand in any way.
Which is the real problem folks are dealing with.
Demand creation.
Links:
Brentford FC “yellow cards” and credits: These are both interesting programs. Look at how the risk of a yellow card has driven 400-500 more tickets used per game.
Think of the knock-on effects.
Australia’s ‘live performance sector’ rebounds to the highest attendance since they started tracking it: 24.2 M people is like if 90% of the people of Australia went to one show each. Pretty solid!
The Chowdaheads become the Knockouts: Your biggest issue in marketing and branding is standing out so people will think of you in a buying situation. So let’s give away our distinctiveness…sure, Jan!
Don’t believe me? Do you believe Guinness?
You’ve made this far. So, do me a solid and share this with one person that is thinking about driving new revenue, improving attendance, or standing out in their market.
Come hang out with us in the ‘Talking Tickets’ Slack Group.
What do you think of my idea of “Resale as a Service?”