We have seen show websites generate thousands of group sales leads. The tricky part is converting those leads into actual purchases. There are so many variables to consider when trying to close a group order that every show must listen to closely to the group sales agents to hear what issues may be holding your show back from closing new sales.
Continuing the conversation on the current state of group sales, we spoke with TDI's Janet Robinson to get some of her thoughts on questions we have relating to group sales.
(theSITUATION): How would you say the Internet has affected the group sales business?
(JANET ROBINSON): We get a lot of inquiries through the Internet. As there are many questions, answers and detailed information that is required for a group sales order to be processed, we often have to communicate with the client by e-mail or telephone. It is rarely a simple transaction of just placing and filling an order.
(tS): Is there a recipe for a type of show that will do well with group sales?
(JR): In general, musicals and comedies are most popular. If we are selling to a student group (which is a very large component of group sales) a show that has some educational factor will often have great appeal. Shows with stars and long running shows also have great appeal with tourist groups as they have proven the test of popular staying power.
(tS): Is there an ideal time that producers should start pushing forward with their group sales outreach? Has this timeline changed over time (i.e., are people booking earlier, later, etc.)
(JR): As soon as a show has a definite opening date and a price scale, it is time to get the word out to groups (an actual theatre is not always necessary) Student groups have the problem of not being able to pay for their orders if it is not within their actual calendar year but (other than that exception) it is never too early to advise groups about an upcoming show. Some tourist groups are booking later than in the past.
(tS): How important is the pricing strategy in group sales? Do shows that go out with a steeper discount perform noticeably better? Can it hurt you long term if you go with a steeper discount too early?
(JR): Many groups (particularly students and seniors) are price sensitive and will do much better with discount tickets than full prices tickets. A big hit will still do well with full-price tickets but will see a big group increase when they begin to discount their tickets. Pre-opening discounts or "seasonal" discounts can be a great advantage to shows and should have no negative effect on the shows longevity if used judicially.
(tS): What's on the horizon for group sales business?
(JR): We are certainly using the Internet as a marketing tool to a much greater degree than in the past. We, of course, will continue to use traditional tools such as regular mail and advertising but, clearly, a much greater part of our client base is now coming through the internet.
Signup 
About 
Archives
