We musicians categorize our audiences based on age group and demographics. At one glance, you can usually tell which group they belong to. Is it possible to get to know them individually?
Tag Archives: audience development
One of the fundamental tasks of revenue management is capacity management. This is something airlines are good at. They deliberately overbook so that all seats get filled.
For concert producers, the objective of getting a full house means ensuring every seat is occupied. This may mean selling stand-by discounted tickets at the 11th hour. [Notice that last minute flight fares are never half-price!]
Last time I organized a seminar, I did not bother to ask people to RSVP. Respondez si vous plait. I was filled with nerve-wracking trepidation, growing as the event got closer. What if only a few people showed up? What if too many people showed up? Last minute, I changed to a bigger room. A good move. Around 35 people showed up.
For today’s seminar, I asked attendees to reserve their seats by filling out a short survey. When the numbers didn’t fill as quickly as I expected, I sent a round of e-mails through another mailing list. A few people e-mailed me their plans to attend instead of filling out the survey — they did not show up. Filling out the survey unfortunately did not oblige the attendees to show up. While the majority of those RSVP’d did show up, there were a few cancellations.
In hindsight, I would have saved time creating and monitoring the survey by not requiring RSVP.
There has to be a more reliable way of gauging the final turnout. How do we get people to hold to their RSVP? What is the point of requiring RSVP when people can show up without prior reservation, and those who do reserve can not show up without penalty?
This phenomenon happened early on in the Monument House Concert Series. I decided that I had to demand prepayment as a condition of booking. No show – no refund. After all, revenue management was more important than capacity management. If the revenue stream was certain, then we’d breakeven and have a peace of mind.
In conclusion, requiring people to RSVP is an extra step for them and yourself. Think carefully whether it’s necessary. For today’s seminar, not only did I get a rough headcount, I also got questions in advance.
Just telling someone about an event is not going to make that person come to the event.
Persuasive writing is required.
One of the most popular blog posts on Concertblog is Concert Announcement or Invitation.
I have read press releases in passive tense. I will remain detached. Change it to active tense and I might think it relates to me. Make it personal and inviting, I just might think I am the audience.
Why are some musicians able to get people to go to their concerts and others aren’t? One clue is in the writing. If this kind of writing is not taught at conservatories, it should be.
Getting people to come to your concert is one of the greatest skills to have. It is transferrable. How do you get people to come to an event you organize? How do you fill a hall?
You won’t by simply announcing it.
You have to invite.
To invite, you have to be skilled in persuasive writing.
I tell my students that taking a test is not like bingo. You have control over the situation, and you can get the result you want. It’s not a game of chance.
Similarly, when you invite someone to an event, be it a concert, a seminar, or anything that requires someone to think twice, think about giving up something else, you want the result to be a “yes” and not waste your time.
How do you get to a “yes”?
The way you ask is very important. Don’t give excuses to say no. You have to be engaging but not pushy.
Before you ask, think about what the person wants or needs. You may have to show that you know what he or she needs or at least understand it. You may have to identify what it is. How can you make it a win win situation?
For last two house concerts we organized in the Monument House, I thought of exactly that. How do get people to come to a concert in which the performers are not known in the Netherlands? In which the programme is not full of works that are well-known? In which people have plenty of other things to do, such as go on holiday to France and Spain?
Everybody has to eat. This is why it’s common to arrange meetings at lunch time. Provide food, and people will come. How about selling the appeal of a chef and exotic cuisine? Add organic wine tasting?
Maybe people are not saying “yes” to the food, the wine, or the concert. Maybe they simply like you, who gave the invitation. Maybe they just want to be inside a beautiful home, with excellent feng shui. Maybe they said “yes” because they know everybody else who said yes are as interesting as they are.
There are plenty of reasons why people will say “yes” to you.
Consider that it is difficult to refuse a compelling invitation.
Make an offer no one can refuse.
One of the worries a seller has is how to get buyers to want your stuff. The things you sell may bear history and laden with value to yourself, but they are absolutely meaningless to a stranger.
Similarly, musicians and concert producers love their music. They too worry whether enough people will show up. How do they get people to come to a concert? Posters and invitations may not suffice.
Audience development means getting people to come to an event. It’s also about creating demand. There are many alternative ways to spend a Saturday evening in a big city. How do you get someone to choose you over other possibilities?
How is this similar to a garage sale?
I spoke to a lady at a yard sale today about how I managed to get rid of my things to free myself to leave London for the Netherlands. I held an Open House, baked cakes and cookies, and invited my neighbours and friends to visit. All four rooms (living room, dining room, bedroom, and study) were filled with things I wanted to sell.
One man’s medicine is another man’s poison. One man’s junk is another man’s treasure. Nobody wanted to buy my flowery summer dresses or conservative business suits. I had to think of innovative ways to get rid of my stuff.
Spend at least 5 pounds and get the solar calculator for free. The solar calculator and various knick knacks were giveaways at the conferences I attended. I didn’t care about the calculator at all. I did not know that this offer was attractive until I spotted a bassoonist selecting various paperback books to get the 5 pound total. He got his solar calculator.
My friend, the late London-based architect Ayyub Malik desperately wanted a piece of cake. I told him he had to buy something first. There was nothing he wanted except for a piece of cake. I encouraged him to buy an umbrella that he might need (in case his broke). He got his cake.
How do you get people to want something? How do you get people to buy what they do not need? Or what they do not realise that they need or want?
The answer: find out what they really want.
A concert is not just about the music. An economist told me so. “If you think people come to your concerts just to hear you, you are wrong.”
People go to concerts for all sorts of reasons.
The trick is to find and give reasons for people to come to your concert.
[Note: this blog post was inspired by my visit to two yard sales in Maui. People go to yard sales to get things at a discount. Some people go to discover what they did not know they needed. For instance, I bought a shower curtain even though I already have one.]
Our concert in a loft apartment in San Francisco was an experiment in a new kind of concert booking and reservation. The host and I used a bespoke web-based software under beta test to book the performers (our piano guitar duo), invite guests, interact, specify number of seats and amount of payment, and confirm through payment.
This web-based mechanism is called High Note Live conceptualised and developed by the multi-facetted and multi-talented Dr Chong Kee Tan.
How does one book an artist for a performance? How does one keep track of an artist’s popularity or reliability?
How does one invite guests and ensure they show up? How does one guarantee an artist a certain income before the concert begins?
How do different stake-holders in the run up to a concert track how many people are attending? In my 14-page paper (PDF) on “house concerts for art music,” I specifically describe the different stakeholders: owner of the concert venue, concert host, concert producer, performer(s), guests, collaborators, sponsors, patrons, etc. They each have their own interests and needs. A successful concert is one that meets everyone’s expectations.
From one perspective, producing a concert is a risky business. To remove the risk, the concert producers needs to ensure what is expected to happen will happen. Those people who said they wanted to come to the concert actually do. The performers would prefer to know beforehand whether the venue is filled and whether they will get paid what they expect. In essence, how does one get a peace of mind?
These were the questions that led Dr Tan to research the market for software that would help concert producers, be they house concerts or bigger venues, to achieve greater efficiency and minimise risk.
High Note Live removes the stress of tracking various e-mails between different counterparties, i.e. between the different stakeholders. In the week of our loft concert in San Francisco, I saw the number of attendees go up until there were no seats left. What a great feeling!
Without such a central system, we resort to disparate ways to invite people to a concert: Facebook event (but not everyone is on Facebook and clicking ATTENDING does not oblige one to attend), LINKED-IN announcement, e-mail invitation, phone calls, face-to-face, and paper invitation.
The confirmation process is also iffy. People don’t always say what they mean or mean what they say. How do you oblige someone to show up? Make them pay. Use it or lose it. That’s how airlines fill up their seats. That’s how concert halls fill up their theatres. An empty seat is a disappointment and a failure to fill it.
Watch this space for future updates to this new concert management system.