When people say time and money are the reason they’re not coming back, they’re repeating a myth. Yes. Both are limited. But we use that excuse when something doesn’t feel worth it. Here’s the reality: 🔵 The average ticket to Taylor Swift’s Eras Tour was $253 (Pollstar). The resale price was $3,801 (Business Insider). Even if they don't have it, they'll put thousands on a credit card if they really want it. 🔵 U.S. adults spend 6 hours and 45 minutes a day watching video — the equivalent of a part-time job (eMarketer). 📹 Watch for more on how to overcome the time + money myth by earning loyalty #loyalty #artsmarketing

Here's what's surprised me over the past five years. So many orgs use List Manager but never touch Segmentations (formerly Extractions) like they're afraid of it. Yes, Segmentations feels intimidating because it's more complicated, but sending two emails to the same person is way worse. But if you want to personalized email and not worry about that Segmentations is the way to go. Later this week, we’re sharing a new service designed to help your team feel more confident using tools like this and build a segmentation strategy that helps you connect with the right people, in the right way, at the right time. Watch this video for more and follow along for more Tessitura tips this week and our service drop. 🎥 Watch this quick video for a behind-the-scenes look at why this matters. 👀 Follow along for more Tessitura tips this week and a first look when we launch.

💸 63% more. That’s how much people value something they’ve made themselves, according to a Harvard Business School Study. It's called the IKEA Effect, a cognitive bias in which people form stronger emotional bonds and assign more value to their creations, even if the quality isn't great. It’s why assembling wobbly IKEA furniture makes you want to keep it for years and why you have a soft spot for that amateur-looking picture you painted with your friends at a paint-and-sip class. For arts organizations, involving your audience in creating something connected to your mission or performance can activate this bias, getting them in the frame of mind to say "yes" before you ask.

More options = slower decisions. Or none at all. That's Hick's Law. This quick video breaks down what it is, and how arts orgs (with their endless seat maps + subscription options) can fight back.

On paper, it looked like a box office flop. A hip-hop musical based on an 800+ page biography about Alexander Hamilton. The bandwagon effect is one reason why Hamilton the musical became a cultural moment. When people aren’t sure what to attend, support, or try, they look for cues. ✅ Popularity says “This is worth your time.” ✅ Scarcity says “Hurry before it’s gone.” Celebrity shoutouts, sold-out runs, and a miles long waitlist all sent the same message: “Everyone loves this. You don’t want to miss it.” Lots of things go into big hits — and no, not every show can go full Hamilton. But the idea holds: people feel more confident saying yes when they know others already have. #ArtsMarketing #Bandwagon Effect #AudienceStrategy #NEWMarketingSolutions

🎫 Arts orgs are at a natural disadvantage when it comes to e-commerce pathways. This is because of Hick's Law or choice overload. Hick’s Law tells us that more options = slower decisions. Or none at all. It’s also why it takes you forever to pick a show on Netflix. Think about it. Even if you have 🔵 One production 🔵 Three price zones 🔵 Over five dates It means someone has to sift through thousands of choices. If they get overwhelmed because they don’t know where to sit or what's the best bang for their buck, all of a sudden Netflix feels a lot easier, and they bounce to the TV, only to scroll through shows for 45 minutes.

There’s one part of your purchase path you often overlook to make the experience go from “meh” to “wow.” ✨ Your purchase confirmation page. The Peak-End Rule says that people don’t remember every moment of an experience. They remember the emotional peak and how it ends. If your post-purchase experience feels like a transactional afterthought, you’re missing a major opportunity to build loyalty. 🎥 Watch this quick video for one simple way to upgrade your confirmation page.

One word on your post-show survey could build more loyalty and ticket sales. ❓Ask for advice, not opinions or expectations. Here's why: When someone gives advice, it makes them feel like they’re part of your brand’s story, linking their identity with yours. Asking for opinions or expectations makes people focus more on themselves instead of your brand. 🔔 Follow me for more on audience building at arts and culture organizations. Source: Pre-Suasion A Revolutionary Way to Influence and Persuade by Robert Cialdini