One of our new clients recently relayed a story to me. While we like to hear the end result, it shows a lot of a things we do not want to do.
Donald Fagan, one half of the rock duo Steely Dan, is putting on a show in his hometown of Woodstock, New York. The client grabbed some ticket at $67.50 apiece and is selling them for $150 apiece.
http://www.pojonews.com/apps/pbcs.dll/article?AID=/20070111/ENT04/70111025
While I would take the numbers on this deal every day, there are a number of things that would have driven me away before making it.
Local Show – this type of event flies under the national radar. Unless you are in the know about the local music scene, this would whiz by without you knowing. The people going to the show are going to have a rare experience I am sure, but we want events with more marketing behind them. There are a few thousand people who know about this event. National tours have hundreds of thousands, if not millions, of people following the event.
Listings – I could not find a single listing for this event on any of the major sites listing tickets. This is not the business to burn new trails in. While you might get some wins, it can also cause losses.
Nothing electronic – There was not electronic delivery of the tickets, nor could they ship them. She had to go to the theater ticket office, present the credit card and pick them up. If you have to wait in line, drive anywhere or do anything except answer email or open your mail box – you are not doing the right thing. It is impossible to build any type of momentum in this if you are driving around picking up tickets. Efficiency is a key component to success.
Individual Sale – She sold the tickets to a person who ran a classified ad looking for tickets. While this worked, relying on people running classifieds is, once again, a lot of work. Calling the person, leaving messages, writing down addresses, getting checks cleared, etc.. Too much trouble.
There are plenty of events on sales every week that have multiple places to list them on the internet and third parties to run the transaction. Small local events may be some of the betters shows out there, but require quite a bit of extra work and added risk that we want to avoid.
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