Group Sales for Arts and Entertainment: The Myths, the Markets, the Methods

Overview

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a potential business-to-business powerhouse that is hamstrung by old-fashioned ideas about little old ladies on buses, outdated, consumer-oriented methods, and an unwavering faith in that's-the-way-we've-always-done-it approaches.

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Overview

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a potential business-to-business powerhouse that is hamstrung by old-fashioned ideas about little old ladies on buses, outdated, consumer-oriented methods, and an unwavering faith in that's-the-way-we've-always-done-it approaches.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.

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Product Details

  • ISBN-13: 9780896762541
  • Publisher: Quite Specific Media Group, Ltd.
  • Publication date: 3/10/2005
  • Pages: 200
  • Product dimensions: 6.06 (w) x 9.00 (h) x 0.54 (d)

Table of 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
Author Biographies 178
Glossary 181
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