Revenue / 11.20.18
Your Ticket to Black Friday and Cyber Monday Sales Success
Teddy Durgin
Black Friday, that yearly shopping extravaganza that has extended itself through the Thanksgiving holiday weekend to Cyber Monday, is once again upon us. Between both days, businesses of all types will realize a ton of potential sales opportunities. With the modern phenomenon of people increasingly valuing live event experiences over material items, consumers are seeking something more unique than the typical Thanksgiving holiday sales. Forbes states that it takes more than a sale to bring in today’s consumers. To see results this holiday season, businesses must provide an experience so customers can create a connection with the brand. The ticketing industry is no different. Event tickets under the tree? As stocking stuffers? As Secret Santa gifts? What could be better?
This year, venues are getting more aggressive than ever. According to the Albany Times Union, the Saratoga Performing Arts Center is set to offer a Black Friday holiday sale on passes for its 2019 summer season. Dubbed the 2018 Holiday Collection, it includes the Trustco Bank Classical Season Flex Pass, which features a lawn seat for all performances of the New York City Ballet and the Philadelphia Orchestra along with the opportunity to upgrade — up to five times — to the best available amphitheater seats for $5 for any performance. The Black Friday promotion costs $150 and will be available until 11:59 p.m. Monday, Nov. 26.
Many of the biggest stage shows on London's West End are offering Black Friday ticket discounts this year. The Evening Standard notes that tickets to "Chicago" at the Phoenix Theatre can be purchased starting at £25. The offer is available only on Black Friday, with the show running until Jan. 5, 2019. Reduced ticket prices will also be made available on Nov. 23 for such other shows as "Kinky Boots" at the Adelphi Theatre, "42nd Street" at the Theatre Royal Drury Lane and "Dreamgirls" at the Savoy Theatre.
The sports world is also coming to play. The NBA's Memphis Grizzlies, for example, are offering a Cyber Monday 48-hour ticket sale. For two days only, starting at 9 a.m. Nov. 26, select tickets for all December home games will be up to 60 percent off. Select Plaza Level seats will be on sale for as low as $17 each and Terrace Level tickets for as low as $5. There will be seven match-ups to choose from, ranging from the Dec. 8 game against the Los Angeles Lakers to the Dec. 29 contest with the Boston Celtics.
Although the Corpus Christi Hooks, the Double-A affiliate of the Houston Astros, are not offering any Black Friday deals on game tickets, they are offering buy one, get one free tickets to Snoop Dogg's Dec. 1 concert at the team's Whataburger Field. Fans will need to log onto the Hooks' ticketing website and use a special promo code (SNOOP) in order to redeem.
Looking to go the tourist attraction route? Legoland Florida is eager to make a deal with the public. Its special Black Friday sale, starting at 12:01 a.m. Nov. 23 and running through Cyber Monday, includes annual passes that are valid for 15 months. Known as The Awesomer Pass and priced at $149.99, it includes admission to Legoland plus Madame Tussauds Orlando, Sea Life Orlando and Discovery Center Atlanta. Current annual passholders can renew during the sale, save 15 percent and get three months free. Those interested must sign up ahead of time at Legoland.com.
Forbes recently brought together several entrepreneurs from its Young Entrepreneur Council to give their top tips for Black Friday and Cyber Monday success. Among the suggestions is to supersize your customer service. Eng Tan of Simplr states that the best way to ramp up customer service is to make every channel available — from phone to email to text — and staff them accordingly to answer questions and process orders. Other recommendations include: build suspense and buzz around your Black Friday sale; consider partnering with other brands to maximize the number of potential customers; and, finally, be careful not to overreach.
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Tags: Sports , Music , Theater , Consumer Behavior , Venues