Group sales for arts & entertainment : the myths, the markets, the methods / Trevor O'Donnell ; with Bob Hofmann.

Format:

• Book

Author/Creator:

• O'Donnell, Trevor.

Contributor:

• Hofmann, Bob.

Language:

English

Subjects (All):

• Performing arts--Ticket subscription.
• Performing arts--Marketing.
• Performing arts--Public relations.
• Ticket brokerage.
• Performing arts.

Physical Description:

xvi, 184 pages ; 23 cm

Other Title:

Group sales for arts and entertainment

Place of Publication:

Hollywood, CA : Entertainment Pro, 2005.

Summary:

• Every year the stage entertainment industry reaps tens of millions of dollars in revenue from volume ticket buyers. Surprisingly, however, the industry fails to capture millions more from overlooked and under-developed markets. Group sales is a potential business-to-business powerhouse that is hamstrung by old-fashioned ideas about little old ladies on buses, outdated, consumer-oriented methods, and an unwavering faith in that's-the-way-we've-always-done-it approaches.
• This book examines the prevailing myths that have been suppressing sales potential for decades. It describes untapped markets in detail and gives marketing and sales pros powerful tools for making group sales work. GROUP SALES FOR ARTS AND ENTERTAINMENT is the definitive guide to volume ticket sales for theatre, performing arts, special events and popular entertainment.

Contents:

• Preface: Who Should Read This Book? ix
• Introduction: The Blind Men, The Elephant, and Group Sales xv
• Part I The Myths
• Myth 1 Groups Are There to Fill the Seats You Can't Sell to the Real Customers 3
• Myth 2 Group Sales Is About Selling Tickets to Consumers 5
• Myth 3 Bulk Is Beneath Us 11
• Myth 4 Groups Buy Tickets 15
• Myth 5 One Size Fits All 19
• Myth 6 Group Buyers Are Parasites 23
• Myth 7 They'll Call Back 27
• Myth 8 Marketing to Groups means Changing the Phone Number in the Brochure 35
• Myth 9 The Play's the Thing 41
• Myth 10 Sales is About Sending Flyers and Answering Calls 47
• Myth 11 Group Sales Is a Stand-Alone Function 53
• Group Mythology Overview 57
• Part II The Markets
• Meetings and Incentives 63
• Domestic Group Tour Operators 71
• Corporations and Businesses 77
• International Travel Markets 83
• Strategic Selling Partners 93
• Affinity Organizations 99
• Group Leaders 105
• Charities 109
• Educators 113
• SMERFs 117
• Group Markets Overview 122
• Part III The Methods
• Plan 127
• Learn 137
• Organize 139
• Sell 145
• Market 149
• Compete 157
• Serve 163
• Partner 167
• Change 169
• Innovate 173
• Group Methods Overview 176.

ISBN:

0896762548

OCLC:

64065981