"We have a concept we call 'shopping in your closet.' Instead of trying to acquire a subscriber of someone you don’t know and you don’t have permission to talk to, let’s talk to that lapsed subscriber or let’s talk to that person who’s been with us for two years because they're ready for that conversation."
In this "CI to Eye" podcast from Capacity Interactive, Steven Roth (President of JCA Arts Marketing) and Erik Gensler (President of Capacity Interactive) talk about pricing theory and revenue management. Topics include how to avoid panic discounting, how to maximize revenue even if you have a small venue, and what to do if your show is not selling. If you're an arts marketer in charge of selling tickets, don't miss this conversation.