It never ceases to amaze me how often missed opportunities are a feature, not a bug.
Here’s an example: Tuesday’s post about influencer marketing generated a user email that asked a great question.
As a musician I share Holly’s aversion to comps, though, I use them when available. The ‘influencer’ model seems well-suited to the single ticket, brand building world. Another model I’ve tried to encourage would be, instead of comps, issue a limited number of vouchers, redeemable to select concerts to musicians, staff, board members that they could distribute to prospective first-time concertgoers that they might encounter in daily life. The vouchers would be redeemed in return for contact info. Has this model been tried? Thanks.
My reply focused on a related issue of capacity in that even if they wanted to implement such a program, most performing arts organizations get hamstrung by limitations in their box office and ticketing software.
Simply put, those providers don’t offer the functionality to implement or properly track effectiveness.
In turn, this reminded me of a post from Jan 30, 2015 which lamented this very shortcoming so what better post to serve as today’s #TBT entry:
Unfortunately, things haven’t improved much since 2015 and the field is still struggling to get out of that straightjacket.