We received an inspired piece of marketing the other day…
Barbara and I love going to all sorts of different concerts – be they classical music, musicals or other artists.
So when a 30 page glossy "Music Is My Passion” 2012 concert package from the Sydney Symphony arrived the other day, some brilliant marketing unfolded.
Starting with an inside cover with a full picture of the orchestra standing and smiling outside the opera house – with a caption "Welcome”. It was just a happy, welcoming shot which certainly made me want to flick through the rest of the material.
Rather than list a whole smorgasbord of concerts which makes it difficult to choose (think café with dozens of choices – you sit there agonising over what to eat), the Symphony put together "5 great packages from which to choose”.
Ranging from packages of 6, 5 or 4 concerts of different types and days of the week, you could subscribe and save a significant amount over buying tickets for a single concert.
In addition, the Symphony is offering 3 extra Gala Special Events – which you can add onto your subscription and save, 10%, 15% or 20% on these depending on how many you choose.
And that's where the genius was - in the packaging.
By bundling up the concerts into "packages”, they stop selling "one off” concerts – and encourage you to buy a package of 6, 5 or 4 concerts.
It's still one sale – but the dollar value is far higher and they get you used to coming to concerts. And they know that once you start – you're far more likely to resubscribe the following year.
But it doesn't stop there.
These concerts start February next year and the finish around December. Life takes place and stuff happens. So you're not locked into particular days – and can change your booking should you need to. Which takes away the objection – "I don't know what I'm going to be doing next December!”
In fact, you can not only change the day, but the concert itself. There are no fees or upgrade costs and you could even move to a concert in another series. Talk about flexible!
These people know the value of long term clients. They want our business – so offer a bunch of additional sweeteners including…
- Best seats in the house compared with single ticket purchases.
- Like your seats? You get to keep your seats year to year.
- Want to bring a friend? You get 10% discount on extra single tickets.
- Lost or forgotten to bring your ticket? They'll replace it for you – free.
- Discounted parking at Wilson's parking – not only at the Opera House – but elsewhere in the city.
- Discounts at the ABC shop, bars, hotels and more.
- And as a subscriber, you also get a full 10% discount on any published airfare, including peak travel times with Emirates.
And if laying out a few hundred dollars is an issue, they'll even give you 6, 4 or 2 part payment plans!
Now all great offers include a sense of urgency.
So if you subscribe by the 15th September, you go in the draw to win 2 Emirates Business Class tickets to Copenhagen.
And finally, they give you multiple ways to actually subscribe.
- Online
- Telephone
- Fax
- In person
It's all about taking away the barriers and making it easy for you to part with your money!
How easy do you make it for your clients? What barriers are you putting in the way of a sale?
Rashid.
P.S. Want to revamp your products or services into easier to sell packages? Talk to us about how we can redesign your stuff to generate more sales.
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