In an earlier blog entry, I made note of the fact that so many theatres were turning to discount sites such as Groupon and Goldstar to sell tickets and help fill the house in the face of audiences who are cutting back on their entertainment budgets.
In that writing, I commented that perhaps tickets were priced too high to begin with, if selling them at half-price had become such a necessity to get people in the door. In the past week, I personally have received almost half a dozen calls or emails from discount sites wanting to feature my company, so it seems worthwhile to explore these discounts in a little more detail.
One of the biggest downfalls that I’ve read about these discount services is that lack of returning customers. The idea is always pitched as, “if you can just get the people in the door with a discount, they’ll see how much they like it and come back at full price.” Maybe, unless they simply can’t afford it. This might be particularly true of younger audiences, whom we seek to fill the place left by our older patrons, but who may not have the disposable income to become regular patrons.
One suggestion would be to continue to incentivize these customers. They first came because of a great discount, so it stands that they may return for another good deal, though perhaps just 25 percent off instead of 50, as a way to ease them into being full-price patrons over time. Read the rest of this entry »