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Upsells Research - help a lady out?

Jordan Edwards
$organization

Hi everyone,

I'm trying to convince leadership at my organization to allow us to offer add-ons for our group sales programs.  I've been told no, because they don't want the burden of making them happen on staff.  I've proposed backstage tours, meet and greets, pre/post show chats, etc.  

This is what I've said to them so far:

  • Added revenue
    • Easier to upsell people who are already interested
    • Upsell lower priced ticket buyers to upgrade to or beyond price points that they wouldn’t have been willing to pay on tickets alone
  • Adding to group experience
    • Positive, interactive experiences increase the likelihood of a return visit
    • Groups want something that makes them feel like they are getting a different experience than others around them
    • People can justify paying more for an experience rather than seat location in a hall with solid views everywhere
  • The math showing the potential revenue based on my experiences in the past

So my questions to you:

1- What argument would you present to leadership in favor of allowing upsells/add-ons?

2- Do you currently offer upsells at your venue (actively offering them with every sale)?

3- If yes, do you know what percentage of sales take you up on the upsell?  If so, what is the percentage?

4 -  What is the average cost of your upsells?

Any other advice?  

  • $organization

    We do upsells (price rules/messaging) for engagement activities including free pre-show talks as well as paid company class viewings and even subs.  The argument is that more engaged people churn less and are more open to donating.  When we message them depends on the upsell option at the time.  Early in the season we'll message single ticket buyers about upgrading to subs (a fake package - "buy more and save" kind of deal) as these folks are easier to convert being interested this far out.  Closer to the date we'll change the messaging to pre-season artist talk to generate WoM.  We also have certain matinees that have a Company Class sneak peak that we will market to those folks as an add-on.

    I 100% agree that groups want more and are easier to sell to with a package.  It's great from a customer experience and can lead to future conversions and long term business. Corporate groups are also interested in that as well. 

    Re: groups.  If you get a few noncommercial groups (one person constantly wrangling friends), surprise and delight, even if it's just a personal thank you card and a drink voucher, can go a long way.  Often these folks do a lot of your marketing and box office work for you and developing that relationship is worth hard cash in the long run.