I e-stumbled upon a nugget of an interview recently with Barry Weissler, the Producer of the phenom known as Chicago, and Drew Hodges, the head of Spotco, one of the powerhouses in the theatrical advertising world, which handles Chicago.
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Can you tell me what this is a picture of?
Did you ever wonder who is standing in line for hours waiting for that half-price (or 40%, 30% or 20%-off ticket)? Did you ever wonder where they were from (and how that
compared with the overall Broadway audience)? And what shows those
peeps wanted to see?
Every show I’ve worked on has had a “booth strategy”, even if that
strategy is not to go there.
Well, as I often say, you can’t have a
strategy without statistics (actually, that’s not true . . . you CAN
have a strategy without statistics . . . but that strategy usually
So we sent out a team of PPers to take a survey of 500 of those bargain
hunters, and here are the questions we asked and the
PRODUCER’S PERSPECTIVE TKTS SURVEY RESULTS
1. Are you male or female?
2. Where are you from?
3. Do you want to see a Broadway show, an Off-Broadway show or does it matter?
4. Do you want to see a play or a musical or either?
5. When you got in line today, did you know exactly what show you
wanted to see or did you wait to get in line to make your decision?
6. Have you ever paid full price for a Broadway show?
7. What show do you want to see?
Were the results what you thought they would be? How did they differ?
And the most important question of all, what can you do with these results to strengthen your strategy? The old rule about taking surveys and doing focus groups is not to do them, unless you’re prepared to do something with the results.
The most exciting stat to me? Almost 4 out of every 10 people in line
haven’t made up their mind on what show they want to see when they get on line. Now, if
you’ll excuse me, I have to go come up with some ideas on how to
increase my booth presence.
Special thanks to my assistants, Amanda, Krysta and LA for collecting the data.
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When I first moved to NYC, the only people selling stuff on the street were hookers and dealers. And not the ones from Sweet Charity.
It’s quite a different story these days. Take a look at some of the street teams we snapped pictures of over the last few weeks. So many shows were street walking: Chicago, Shrek, White Xmas, Altar Boyz, Spamalot, 39 Steps and 142 comedy clubs (not to mention the caricaturists, photographers, people like Duane, and more).
Why the change? Simple. When Times Square became a destination in the 90s, instead of a destination to avoid, the marketers descended upon it . . . because the pond was suddenly stocked.
Let me explain.
When I was a kid and used to fish . . . ok, scratch that . . . when I was a kid and used to make someone else put the worm on the hook and someone else take the fish off the hook and I would just hold the pole . . . we always knew when our local lake had been “stocked”, or when lots of fish had been literally dropped into the water for the catchin’ (a bit sick, I realize). We used to look for the place along the lake where they had put in the fish, hoping the fish stayed in that area. We stick our pole in the water and pull out fish after fish.
Times Square is now stocked with tourists, now that it’s a much healthier
environment for our fish to live, breathe and buy tickets for shows.
Thankfully, you don’t have to put a worm on a hook to make that happen. You just have to have a killer street team that knows how to sell.