The Art of Timing in Ticketed Live Experiences: Why 'When' Takes a Back Seat to 'How'
In the world of live experiences, theatre shows, and events, timing plays a critical role. However, it's surprising that the question of ‘when’ to open is rarely posed to the marketing team.
In fact, by the time we are engaged, many crucial commercial decisions have already been made. That’s because timing is often determined by opportunities that arise far out of anyone’s control, such as available venues across the West End or programming gaps at the ExCeL or NEC.
While timing is important (not sure we need a Christmas fun fair in August!), it is the commercial sales and marketing strategy that ultimately determines success of the timing. This blog post explores the significance of timing and gives a focus on how we as marketeers can develop a sales vision that takes precedence over ‘when’. Whether the window is as short as two weeks or as long as two years, the fundamentals of an effective marketing strategy remain unchanged.
1. Identify Target Audience and Market
Conduct thorough market research to understand the target audience and their preferences.
Identify key factors such as demographics, psychographics, and interests to inform marketing decisions.
2. Craft a Compelling Value Proposition
Develop a unique selling proposition that differentiates your live experience from competitors or indeed that relates to a defined audience.
Highlight the unique aspects that make your event or show appealing to the target audience.
3. Create an Integrated Marketing Plan
Outline a comprehensive marketing plan that includes both traditional and digital channels (organic and paid).
Utilise techniques such as advertising, (great) PR, social media, influencer collaborations, and content marketing.
4. Build Brand Awareness
Leverage various platforms (these will change according to your product) to create buzz and anticipation before the event.
Generate excitement through teaser campaigns, behind-the-scenes content, and exclusive offers.
5. Engage with Your Audience
Foster meaningful connections with the target audience through interactive experiences (see my earlier blog on ‘customer service’).
Utilise social media platforms and email marketing to engage in two-way communication.
6. Implement a Multichannel Ticketing Strategy
Offer a seamless and user-friendly ticketing experience across multiple platforms.
Incorporate discounts, early-bird offers, and loyalty programs to drive ticket sales.
7. Leverage Influencers and Partnerships
Collaborate with influencers and industry partners to extend reach and credibility.
Encourage positive word-of-mouth by offering exclusive experiences or perks to influencers.
8. Implement Data-Driven Decision Making
Collect and analyse data throughout the marketing campaign to identify trends and optimize strategies.
Use tools like Google Analytics, social media insights, and ticketing platforms to track performance.
Timing is Secondary, Strategy is Key.
While timing does have its role in the success of live experiences and ticketed events, the primary focus for marketeers should be on developing a robust sales and marketing strategy. By adhering to the fundamentals of market research, value proposition, integrated marketing, brand awareness, engagement, ticketing, partnerships, and data-driven decision making, marketeers can overcome any time constraints they face. Regardless of whether there are only two weeks or two years to prepare for an event, these principles hold true.
