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

by O'Donnell, Trevor; Hofmann, Bob

• ISBN13: 9780896762541
• ISBN10: 0896762548
• Format: Paperback
• Copyright: 2005-03-15
• Publisher: Silman-James Pr

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 underdeveloped markets. 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. This is the definitive guide to volume ticket sales for theatre, performing arts, special events and popular entertainment. Trevor O'Donnell is one of North America's foremost authorities on volume ticket sales for live arts and entertainment. He has promoted stage entertainment on Broadway, in London, in Las Vegas and in cities across the U.S. for industry leaders such as Disney Theatrical Productions, Cameron Mackintosh, Cirque du Soleil, Blue Man Productions, the Music Center of Los Angeles and many others.Contributing editor Bob Hofmann is President of Broadway Inbound, a leader in business- to-business sales of volume tickets for North American stage entertainment.

Author Biography

Trevor O'Donnell is a marketing consultant, writer, speaker, trainer, and one of North America's foremost authorities on volume ticket sales for live arts and entertainment

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 ONE Groups Are There to Fill the Seats You Can't Sell to the Real Customers.	3	(2)
MYTH TWO Group Sales Is About Selling Tickets to Consumers.	5	(6)
MYTH THREE Bulk Is Beneath Us.	11	(4)
MYTH FOUR Groups Buy Tickets.	15	(4)
MYTH FIVE One Size Fits All.	19	(4)
MYTH SIX Group Buyers Are Parasites.	23	(4)
MYTH SEVEN They'll Call Back.	27	(8)
MYTH EIGHT Marketing to Groups means Changing the Phone Number in the Brochure.	35	(6)
MYTH NINE The Play's the Thing.	41	(6)
MYTH TEN Sales is About Sending Flyers and Answering Calls.	47	(6)
MYTH ELEVEN Group Sales Is a Stand -Alone Function.	53	(4)
Group Mythology Overview	57	(6)
Part II: The Markets
Meetings and Incentives	63	(8)
Domestic Group Tour Operators	71	(6)
Corporations and Businesses	77	(6)
International Travel Markets	83	(10)
Strategic Selling Partners	93	(6)
Affinity Organizations	99	(6)
Group Leaders	105	(4)
Charities	109	(4)
Educators	113	(4)
SMERFs	117	(5)
Group Markets Overview	122	(5)
Part III: The Methods
Plan	127	(10)
Learn	137	(2)
Organize	139	(6)
Sell	145	(4)
Market	149	(8)
Compete	157	(6)
Serve	163	(4)
Partner	167	(2)
Change	169	(4)
Innovate	173	(3)
Group Methods Overview	176	(2)
Author Biographies	178	(3)
Glossary	181