Wed, August 08, 2007
For Broadway, the way we traditionally position what people say about our shows is through advertising quotes and testimonials. In short, it’s always been handled in a very controlled format where we can control the exact messaging. With the emergence of websites offering reviews from every day customers (i.e., Amazon, etc.), I’ve now seen two pieces of research showing that consumers are beginning to appreciate seeing reviews from other customers before buying. While it’s not offered for most live entertainment ticketing, it’s clear that consumers want to see it when evaluating where they should spend their entertainment dollars.
Consider the following information… “A recent survey on current attitudes towards customer ratings and reviews by Bazaarvoice and Vizu Corporation, shows that about three out of four shoppers say that it is extremely or very important to read customer reviews before making a purchase, and they prefer peer reviews over expert reviews by a 6-to-1 margin.”
It’s very interesting and I think will become a bigger issue for live entertainment to tackle over time.
Read more about the trend here
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