Just like all retailers and businesses, the arts want repeat visitors, so many are mixed on the popularity and use of daily deals, such as Groupon.
Because Groupon gives people a sense of urgency, performing arts organizations have enjoyed larger audiences for opening nights and the first week of shows. Additionally, Groupon has helped to promote performances via word of mouth – an especially useful tool for promoting longer running shows.
On the other hand – although the use of Groupon has worked well for larger arts organizations, it has proved to be more of a challenge for smaller organizations due to Groupon’s steep discount expectations. Once a ticket is discounted by 50% and then Groupon takes 50% of the revenue from the reduced price, there’s practically nothing left. Furthermore, it is challenging for arts organizations to engage these one-time only attendees in further business since Groupon will not release the names and contact information for the people buying the offer. As a customer, I enjoy this privacy setting when purchasing deals through Groupon, but have experienced the adverse effect it has on smaller organizations hoping to build a larger audience base.
What’s the solution? How about a follow up email from Groupon (written by and approved through the arts organization or business) asking for a review of the customer’s experience at the performance – maybe a little survey or list of yes/no questions – simple and to the point. This could then be the place where the organization asks for an email or point of contact in order to let the new customer know of other upcoming shows and events. If the one-time coupon-crawler patron provides this contact information, then boom – the arts organization can add them to their own database. In the end though, whether or not contact information is gathered, the feedback rates and comments will inform the arts organization on how to better serve these hard to catch audience members – what’s working, what’s not – and whether the organization should use Groupon again!
1 comment:
Groupon and LIving Social deals are great for consumers. But for many small businesses, entering into a contract with Groupon could end up hurting their business if not executed strategically. However, as arts attendance continues to decline, the reality is that many seats at various arts institutions are left empty due to a lack of last minute creative ticketing options. Flash sales could at least help smaller arts organizations fill seats that would otherwise be empty, and raise some income, increase exposure to the arts, and hopefully lead to higher ticket and membership rates in the future. It should be tackled as a means to filling seats quickly and also as a long-term strategy for audience development. I think it is important for arts organizations to be cautious when considering selling tickets in this manner, however, there is an opportunity here for audience expansion as long as the arts institution provides a meaningful experience for the consumer.
Post a Comment