Restructuring That Damn Broadway Email Discussion

Mon, November 30, 2009

Related Topics : Entertainment Marketing, Email Marketing, Email Deliverability, Customer Serivce, Consumers Researching, Broadway, Brands, Behavioral, Advertising, Word-of-Mouth

I think many people in the industry would agree with me that Broadway’s greatest missed marketing opportunity is the way we communicate with our customers. I think it’s safe to say that we don’t say ‘thank you, come again’ to every patron effectively. I think we can all agree that we don’t effectively cross-sell shows on Broadway or on tour outside of the dreaded discount email offers we currently send. Think of the last meeting you sat in where we spoke about the customer feedback we received from ticket buyers on how they felt we could make their Broadway experience better.

My point – our customer communication platform needs help.

With the way we communicate with consumers before, during and after their experience with Broadway, we are in a prime position to take advantage of very big opportunities for our industry if we collectively invest the time and resources to enhancing our efforts towards better communicating with our customers.

Now, I know many on the producing side in the industry will go directly to the point of “how can we improve customer communications when we don’t own our customer data?” While there is truth to the point that not owning your customer data is a stumbling block (I continue to fight on my clients behalf!), this doesn’t mean you can’t have access to using this data by working collectively with the theatre owner (the one’s that own the customer data).

 For some reason, this collaboration hasn’t really happened on Broadway as I see it done in other markets. My agency manages somewhere over 1 million customer records (including email addresses) across the globe for our clients, so we are used to the politics that come along with email usage across multiple parties. But, on Broadway, it seems as though the industry keeps getting tripped up in the perpetual argument of “who owns the email addresses of ticket buyers” rather than the larger discussion of “how can we collectively use the email addresses to reach our marketing goals.” Personally, I chalk this lack of collaboration up to egos and power struggles that is a common theme across all markets we work in. I would argue that that this is the single biggest reason it’s taken this long to get a meaningful email communication plan in place across the industry. We need get past this and embrace industry collaboration.

But, to make this collaboration a reality, there is fundamental change needed in how we talk about the topic. I sit (and have sat) in a ton of meetings discussing this issue and I believe if we better structure the discussion and goals of what we all want to accomplish by communicating with our ticket buyers, 2010 will be the year that we can make significant progress on the topic. I submit to you four changes I believe we need to make in how we talk about the topic in order to move an actionable agenda forward on improving overall customer communications in the Broadway industry:

Change #1: We must recognize this is not a conversation about the ownership of email addresses. All too often, this is the focal firestorm that gets attached to the discussion of customer communications. I’m not saying this can’t be a conversation down the road, but for now, if we expect to get anything done we have to put behind us the argument of who “owns the email addresses” and look towards the future of what do we want to say to our customers and when. There is way too much money made on the buying and selling of this customer data – to think the theatre owners would want to give this up is a battle producers are most likely never going to win. Again, this is not unique to Broadway – most venues across the country maintain ownership of the customer data, not the producing entity.

I’ve spoken first hand with the theatre owners and they have very valid arguments as to their position on their maintaining ownership of the data and have collectively outlined a plan through a new program called Audience Rewards that seems very promising as a channel to help with the long-term development of new customers for Broadway. In short, it’s a rewards program aimed to build customer loyalty across all of Broadway and the arts. If nothing else, Audience Rewards represents a single entity bringing together the interests of the three major theatre owners with the cooperation of the two major ticketing systems to create one platform for consolidating customer data and making it actionable for producers. That’s a huge accomplishment in and of itself. I highly encourage you to talk with Josh Lesnik, the President of Audience Rewards, who is outlining a plan that is quite exciting and has huge potential.

Change #2: We must all believe that a comprehensive customer communication strategy is vital to building and maintaining audiences over time. It’s quite common for me to hear from clients, “but they already bought a ticket, shouldn’t we be investing money in reaching new audiences?” Well, I firmly believe in maximizing your existing paid customers experience IS investing in new audiences – you are turning those that see your show into walking ambassadors. Happy customers post their opinions on Facebook, tweet their review to friends and email recommendations to colleagues – every research report ever created for live events will reinforce the value of word-of-mouth and endorsement from colleagues as a critical component when choosing which show to see. The Internet has continued to put word-of-mouth on steroids and it’s the way of the world in a digital marketplace. If you seek to maximize your customers happiness through strong customer communications, even those that didn’t enjoy what’s on stage will be more opt to keep their ‘not-so-good’ opinion to themselves because they felt taken care of. Read most poor reviews on consumer research sites – they are typically customer-service related issues more so than the actual production.

Change #3: We must agree that shows have specific needs and opportunities in talking to their customers that are independent of the larger, broader, industry need of talking to these same customers for a long-term relationship with Broadway. Often when the topic of email marketing comes up for specific shows wanting access to their email addresses, it often goes into a discussion about whether or not we can create repeat buyers to the show. While I’m not saying that we shouldn’t try to gain repeat visits, I think there are far greater opportunities that individual productions should explore.

First, there are a range of what I would call experiential email opportunities. These are emails that tie directly to the brand experience and are sent for a functional purpose to improve or deliver the customer experience. These include pre-trip, post-purchase and post-trip related emails. These are the emails consumers open that could include directions to the theatre, a survey asking for their feedback about their experience, an ecard that could be sent to friends or an invitation to remain connected by becoming a fan of your show on Facebook. From the data we see across the country, these emails typically see open rates of 50%+ which means you have consumers – not just fanatical fans - that are engaged, listening and ready to act assuming you are talking to them in the right context.

After experiential emails, you have what I call earned email opportunities. I think of earned emails as the emails you send to people who have asked to remain connected with your show above and beyond the communication that is involved when seeing the show. This means that you made such a great impression with your show and people want to remain connected with your brand over time that they said, “yes, please keep me connected as I am a fan of your show.” This could be a repeat customer, a first-time customer trying to get know you better or a fanatical fan at your beck and call to help support your show. I think of a shows ongoing newsletter as a great example of earned email impressions.

The last category is what I would label as paid email opportunities. This is pretty self-explanatory. These are emails that you pay an advertising or premium cost for to have sent to potential ticket buyers who did not specifically opt-in to get messages from you. I think this is one place that has not been scrutinized enough and we should take this next year to put a much larger focus on this. There are literally millions of emails sent (and lot’s of dollars spent) each week – but, if you were to survey the industry to know response rates, open rates and overlap between email programs there would be a lot of questions unanswered.

Change #4: We all need to work together or we will be having this same exact conversation for years to come. To make email communication successful will involve participation by all parties. If everyone defined their marketing goals of what they want to get out of improving customer communication, I’m quite sure we can all stitch together a plan of who is responsible for what touch point. Shows have their specific goals to drive revenue, up-sell ancillary revenue opportunities and to build a communication platform that extends to the future life of the production on tour. The theatre owners want their theatre’s full for many years to come, so have a vested interest in building long-term, sustainable relationships with Broadway ticket buyers. Everyone has a vested interest to improve customer communications – but, without a shared vision, no progress will be made.

So, there you have it. I know there are a lot of differing opinions on the topic and I would love to hear what all of you have to say. We will be hosting an event at our office this coming Thursday at 8:30am which will bring together about 100 folks in the industry to talk about the topic of customer communications. You can submit for an RSVP and will be notified if there is availability. http://www.situationinteractive.com/rsvp.php

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Why Twitter Rocks?

Sat, May 30, 2009

Related Topics : Viral Marketing, Usage Behavior, Twitter, Social Networking, Entertainment Marketing, Word-of-Mouth

I think the most confusing thing for most marketers to wrap their head around in using Twitter is that there really are so many ways to use it. The reality is you can use it for driving sales, improving customer relations, reaching new audiences – the question is what makes the most sense for your organization? I came across this great article from Mashable that highlights forty different brands using Twitter. There are some interesting travel and entertainment brands that I think you should definitely read about including Marriot, Marvel, Luxor Las Vegas, 92nd Street Y, Carnival Cruises among many others – at a minimum it should trigger some ideas for your organization.

This article is from January, so it is a bit dated (which is scary that five months is considered dated!) – but here are some interesting quotes I pulled from the story.

So why is JetBlue tweeting?: “Our goal would be to make ourselves available, help whenever possible, and to show that our brand is built by real people who care about our customers.”

Lessons learned by Southwest Airlines: “Be honest, be real, be quick, be FUN.”

On how Carnival Cruise Line promotes their Twitter account: “…it’s not in your face. Our online guests visiting carnival.com, our Facebook page or one of our blogs find links to the acct. We let word of mouth do the rest.”

How Twitter is affecting the day to day at Marvel: “Well, it’s an important part of our day to day activities for Marvel.com and our staff & creators have gained more exposure.”

In short, Twitter works – whether it works for your organization is a different question. It will depend how smart you use the technology, what your marketing goals are and what resources you put to it.

Click here profiles of forty different brands using Twitter!

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Consumer Reviews and Legal Battles

Tue, January 20, 2009

Related Topics : Behavioral, Brands, Consumers Researching, Customer Serivce, Public Relations, Reviews, Word-of-Mouth

Imagine suing customers who give your show bad reviews? Well, there are companies doing just that as I type. Wow! According to the story that profiled the review website Yelp, “In the last two years, at least five lawsuits--and possibly more--have been filed against Yelp reviewers. In California alone, in addition to the chiropractor's case, two dentists have sued reviewers and a spa owner sued an ex-employee. A fifth case was filed, but does not appear to have ever gone forward. Yelp is not notified about all cases, and lawsuits brought in state courts are not always in legal databases, so it's difficult to determine whether other cases have been filed.”

What I'm most interested in seeing with these cases is how Yelp or the other websites that allow reviews could be effected. Consumers rely on what other consumers have to say and that trend is only on the rise online. It's something to keep an eye on although I think the law suits mentioned in the following story are just ridiculous.

Click here to read the article.

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How Google May Drop a Bombshell on Broadway

Sun, July 27, 2008

Related Topics : Industry News, Las Vegas, Viral Marketing, Word-of-Mouth

Sure, we all know by now that Google houses just about every dirty secret for Broadway (you might as well throw in Las Vegas shows as well). All of our discounts, stinky reviews, customer complaints and Reidel rants are a few key strokes away. I challenge you to Google your show with the words ‘reviews’, ‘discounts’ or the word ‘sucks’. It’s an interesting read.

When I say this, the response I often get is, "Who really searches for that info? Just because it's there doesn't mean people are looking for it." If you believe for a second that people aren’t looking for this kind of information, you are completely out of your mind. I have more than enough data to support consumers researching before buying tickets. Call me and I can break that data down for you.

With all of that said, here is what I see as the bombshell. Google is now making the voice of the consumer even more prominent. On select shows, when you Google their show name, we are now seeing a five star rating system next to their listing on Google. In short, Google has partnered with key entertainment and travel related websites to give an overall index of what consumers thought of that production. Why the bombshell? Because like an Amazon book, when someone is looking for you, a big fat consumer rating may be right next to your show name. Don’t think for one second that if you have one star out of five next to your show name this won’t have an effect on sales. We have some clients that have over 150,000 searches for their brand monthly on Google! This could be very big news for the live entertainment industry. It's been happening in the travel industry for quite some time – Google a hotel and you’ll see what I mean.

Now, we have only seen one sighting so far for a particular production, so I wouldn’t be too worried just yet. But, as more and more sites are beginning to expand consumer-generated reviews, it wouldn’t surprise me if this becomes a much bigger issue. What this says to me is that if consumers love you – this is a great thing! If they don’t, then you potentially have big problems and you need to keep an open ear to the criticism. No matter what though – this further illustrates that you have to be proactive in making the consumer experience as enjoyable as possible both before and after what happens on stage.

I won’t dive too far into the topic as we are still figuring out the details on how this is rolling out but we will keep you posted as we learn more.

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Targeting Teens – The Power of the Parent

Tue, August 07, 2007

Related Topics : Brands, Teens, Tweens, Word-of-Mouth

We’ve had a lot of coverage on how teens interact with brands. The following article covers many of the trends and habits of teens but pointed out some interesting data on the role that parents play in influencing teens’ online habits.

While teenagers often have the greatest word-of-mouth influence on their peers, parents play a large role in influencing teens’ online habits, according to the study, which found that 50 percent of online tweens and teens hear about new Web sites from their parents. Fourty-four percent use Web searches to find new sites. In addition, 66 percent of teens have been on the Internet together with their parents in the past month, and 71 percent discussed the Internet with their parents. Over 90 percent of teens have one or more rules or restrictions over their Internet use in the home.

I wish the article dove a little deeper into the parent/teen relationship but it’s an interesting point to recognize that the word-of-mouth effect is not all peer-to-peer. The rest of the article is a great read that touches on other overall teen habits online.

Read On

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Social Networking - Key to New Audiences?

Sat, February 11, 2006

Related Topics : Friendster, MySpace, New Audiences, Social Networking, Word-of-Mouth

We all know that advertising to a non-traditional theater base is often like hitting a moving target. Sure, there are organizations like Plum Benefits that effectively recruit the non-traditional base, but from an advertising perspective it's not often that we see figures that suggest that a dollar spent towards a new audience immediately yields a dollar returned.

So, instead of chasing new audiences with online advertising, we have been testing numerous concepts in a semi-new trend called "social networking." This includes MySpace.com, Friendster, etc. We will be reporting on a lot of our findings over the next few months, but in the meantime simply wanted to pass along the article for you to review because it's clear that this is becoming a powerful channel in word-of-mouth communications.

Click here to read more about social networking from Clickz.

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Generating Buzz Online - Research From the Film Industry

Mon, January 23, 2006

Related Topics : Content, Movie Marketing, Rich Media, Video, Word-of-Mouth

We'll be the first to admit that we hate comparing theatre to the film industry. Price point, accessibility and the consumer experience and are on complete opposite sides of the spectrum.

With that said, we do think there is something in this recent study completed for the film industry that we believe has some synergy with the theatre world.

The new report says "online ads for theatrical film releases are most effective four weeks before release date."

To us, this makes total sense. Ad impressions can start the conversation with a prospect. The buzz comes when that conversation extends outside of the advertiser's communication channel. This involves ample time to allow for the word-of-mouth to spread effectively.

The report offers a few tips that you could keep in your plan for future buzz campaigns.

• Leverage the "buzz factor" early to generate awareness.
• Creative content is still key.
• Rich media, especially online video ads, are highly recommended.
• Weekend advertising is especially effective.

Click here to read the complete study.

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