Face Value Ticket Prices are "Antiquated"?!
195: 7 July 2023
Hey from poolside in Miami!
(The view looks the same every year because I’m almost always at the same spot. I’m a sucker.)
You’ll get a short newsletter today with some stuff that has caught my eyes.
To the Tickets…
I’m going to reschedule the July free webinar because I just haven’t had a chance to properly promote the session since I’ve been on the beach and at the pool.
You can still sign up here and we will do it in August when I’m back from Miami.
I. Viagogo’s Chris Miller says that face-value tickets are “antiquated”:
Obviously, would you expect Chris Miller to say anything else?
The Big Idea: Outside the US, the secondary market is viewed much more skeptically.
So you’ll see that Viagogo and other people in the secondary market have to work a lot harder to break through the built in belief that there isn’t room for professional resale in the ticket market.
What’s your take?
I’m sure this will be floating around the halls in Nashville at the WTC from July 16-18.
Distribution isn’t an all or nothing thing.
It is a lot like baking a cake. The right mix matters for your product or service.
III. Good subject lines get opens:
I’m always playing with the format and the content of Talking Tickets.
Testing your email subject lines is A+ email marketing. You want to know what drives people to take action so you can continue to improve your open rates.
2-3% open rates aren’t successful…they are awful.
This newsletter, averages over 40%…probably closer to 50%.
What’s yours?
IV. French ticket prices stay below the rate of inflation:
Don’t tell Americans, Brits, or almost everyone else.
P.S. TicketNews asks if tickets are driving inflation in the US?!
As well as “drip pricing” vs. pricing for attendance.
V. Links:
It isn’t what you make, it is what you keep:
Taylor Swift’s tour might generate $1B. Her take home around 35-40% of that according to estimates from The Wall Street Journal.
Keep in mind that revenue is great, but profit is where it is at.
From a brand management standpoint, the Macon Bacon can’t ask for much more than this controversy.
Remember, it isn’t what you think is valuable…but what the customer thinks is valuable:
I mean…there’s a market for everything?!