Posts Tagged ‘Nokia Theatre’

GOLDSTAR

October 15, 2011

Another marketing tool you used to sell live entertainment in  many U.S. markets to help is Goldstar Events http://www.goldstar.com (full disclosure, they have been a LiveWorks client for the past 6-months http://liveworksevents.com).  Actually it was Nederlander‘s Jamie Loeb that introduced many of us to the service… although I started out from the consumer side.

We had just moved to LA and were looking for things to do with our girls.  My cousin Annie suggested becoming Goldstar members since their site contained family friendly events in the area. We did.

Jump 4-years to last December.  Jamie recommended a few of Goldstar’s management team (CEO, Jim McCarthy and VP, Wendi Lebow) participate in the Aspen Live Conference http://www.aspenlive.com.  Once we saw their grassroots growth and marketing strategy (no advertising to hurt primary ticket sales), sales numbers…and most importantly, what they can mean to your bottom line (the service only takes 2% of sale for credit card transactions with zero risk… and the rest goes to the show) we were sold.  You will be too.

Goldstar has created a calculator for you to use to gauge impact.  It’s a mock-settlement from the Nokia Theatre in LA.  Although the scaling may be a little off (I haven’t settled an event @ the venue yet), all the numbers can be changed to fit your show.  Please send me an email for a copy and I’ll forward the Excel doc. 

Goldstar has been investing in our business for over 9-years now…growing market-by-market.  There are other “daily deal” type businesses (Goldstar is actually a marketplace rather than deal site) you can lump them in with, yet Goldstar sells only live entertainment to an audience looking for things to do.  In fact, 86% of Goldstar members search a city and date rather than a specific event or venue…thus creating event discovery versus cannibalizing your primary market. 

Music has been slow in embracing Goldstar due to discounting.  When many see the success other live entertainment has had with the service (Sports, Theatre, Family, even Cinema) they usually point out that there are multiple performances, games, etc, where a concert is just that one night.  If we were selling-out every show, they would have a point.  Unfortunately we don’t and if your event isn’t projected to go clean, you should be doing something to get you there. 

We are all looking out for the long term health of our business (or at least many are).  If you are going to what you call your “loyal customers” with a “special offer” to help boost ticket sales, you are doing just the opposite.  This is your primary market…your Alpha Consumer.  You are just training them to wait for a deal. 

To open new sales channels, we need to look at how other businesses market and sell their products.  Automobile manufacturers for example have regular scheduled sales events that consumers can count on…but also use other discounting methods (like auto sales websites) to drive leads and sales. 

 There is a reason many of us have gravitated to Goldstar.  Please take a look at what you are missing.

Jim

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CMO AT LIVE NATION???

January 29, 2009

There is a rumor circulating that Live Nation, the world’s largest concert promoter, has hired former CAA Marketing agent Seth Matlins in the newly created role of Chief Marketing Officer.  If it is true (and I believe it is), it will be the first time that I’m aware of that a concert promoter has brought in someone from outside music to oversee marketing.  This would be big news. 

Seth is also a good fit in the world of Branded Live Entertainment.  Matlins was one of the senior people at CAA Marketing.  While at CAA he oversaw big-brand accounts including Coke, Visa, Starwood Hotels, eBay, Delta Airlines, Harley Davidson, and Hasbro…and he is smart.  Seth knows how to put the pieces together and is well connected in Hollywood as well as Madison Avenue.  Russell Wallach(who runs the sponsorship side of Live Nation) could find new ways to work with his clients through Seth.  Points to Live Nation on this one.  Now it’s time to tackle customer service.

Speaking of customer service, I’m moderating the Customer Service in the Concert Industry panel at the Concert Industry Consortium tomorrow, January 30th @ 3:30 pm in the Santa Monica Room @ the Hyatt Regency Century Plaza Hotel in LA.  The panelists are Geoff Boucher, The Los Angeles Times; Rick Mueller, Live Nation; Lee Zeidman, Staples Center/Nokia Theatre, and Patrick May, Skyline Music.  We will have free beer and wine at the event to serve you better.  Please come by.

Talk with you soon…

Jim