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Big Daddy Cool
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Inner circle
The Houdini Room at The Casa de Cool
1596 Posts

Profile of Big Daddy Cool
OK, so I have no clue how to successfully use "benefits selling" to market my product. That's OK, though because the market I have been successful in, and will continue to focus on is driven by "experience selling."

In the theater market you are not selling a program that will build morale, team build, or anything that benefits the corporate culture of a company. In the theater market you are selling an escape from reality, a release from the mundane. The goal of "experience selling" is convince joe six pack, or susie home maker to drop $25 per ticket to forget about their lives for 2 hours. I have been able to do this extremely well over the past decade and to make a handsome living.

For anyone interested in this kind of marketing, let's do a brainstorm exercise together. List things or experiences that you could indirectly imply that your theater show will do or give to the ticket buying public. What do you think will motivate them to buy a ticket?

This will be very different from "benefits selling" so for some of you corporate workers, this will require a different approach, and may even be hard for some of you. There are no right or wrong answers, but there will be good and better answers.

I'll let a few reply, then come back and put my spin on what we come with, and share with you my process for choosing from our list. Then I will try to show you how to translate those experiences into a tangible marketing campaign that will get people to buy tickets to a show. Sound good?

Let the games begin!
Swing hard, swing often, and we'll catch ya on the Flip-Side!
John Pyka
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Eternal Order
Philadelphia, PA
15111 Posts

Profile of magic4u02
Great idea Big Daddy and thank you for starting this topic thread. It looks like it should be a good one and I would like to start it off with some ideas, suggestions and the like. See where this can take us.

What can the theater show do to benefit or give to the ticket buying customer:

- A way to bring the family out to a great show that is different and often much cheaper then taking the family out to the movies. This is a cheaper and different alternative that can be marketed as a family night out experience.

- A way to get away from it all. "Forget about life for a few hours and escape into the magic!". This is a kind of benefit where you are directly telling the public that here is a way to forget about hectic life and stress for a while.

- An approach that is geared at as an "altenative". Meaning this approach plays up that the magic show is an alternative to the modane usual things you may do or go and see week after week. This is something new and different and fun.

- A timely marketing approach. This plays off of the idea that this is a once in a lifetime experience or situation for them. It forces them to realize that they may not have this opportunity come around again. They can always go to the movies but you can not go and see this show once it is out of the town. The timely factor can play well to ticket buyers much like a good play does when it rolls into town.

- Group Marketing. This is a simple concept that you market the theater show to groups or organizations. It is a way for them to be able to bring out the group for a fun day or night out that is often times cheaper then anything else they may be thinking of doing. It also gives them an alternative to the mondane activities they do all the time. Offering group rates even brings groups in even more.

- Another approach is what I will refer to as "memories marketing." Basically you tap into the notion that the magic show will take people back to times and memories they once experienced at a earlier time in their life. They can relive those memories through the show and also pass on those memories to their kids or grandchildren. It is kind of a feel good approach.

I will leave it at this for now to allow others to chime in with their own thoughts and notions. I have more ideas and more tips from my own expeiriences but do not want to get too far ahead of the game.

I want to thank Big Daddy for starting this thread. I think it can be a greta one and one in which we can all learn and share and benefit from.

Kyle Peron

Entertainers Product Site

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