That’s right – 2008 will be the year that research comes front and center to marketing discussions. As I know there are many skeptics in the industry on the typical use of the word “research”, let’s start with the basic definition (yes, I know this sounds goofy but I think we need to start with a central definition). According to Dictionary.com, ‘research’ is defined as “the diligent and systematic inquiry or investigation into a subject in order to discover or revise facts, theories, applications, etc.” I think it’s fair to say based on that definition that live entertainment – particularly Broadway and the Las Vegas market – is screaming out for research.
I’m not just talking focus groups or surveys (which are important) – I’m talking concerted efforts to make research a function that is both relevant and actionable in the way we market and advertise shows. I’m talking putting in processes that begin before you start performances which continue throughout the life of the show that is embedded in the concept of forever trying to keep a pulse as to why and how people are both learning and purchasing tickets to your production.
For a moment – let’s put the concept of ‘branding’ aside. Is your TV flight lighting up the phones or online interest? Is your online advertising actually driving sales? Are the email blasts and direct mail pieces really hitting the consumers you think they are? Does advertising in print on Friday’s really drive sales into the weekend?
I believe many of these answers are on the way in 2008. One-time usage offer codes, trackable phone numbers, mapping of TV flights and affiliate tracking will soon become a reality.
Aside from the marketing and advertising, I think 2008 will also bring great improvements in the way customer service is delivered to patrons. Consumers want to be heard. They want to post reviews, get instant answers to questions and are consistently seeking out an improved customer service experience. They want suggestions and recommendations after they purchase their tickets and want to be thanked after they leave the show. They want to be treated like customers who pay over $200 an order would expect to and technology will enable productions to effectively do so in 2008.
A happy consumer builds audiences, drives revenue and gives productions a viable research channel. Cheers to 2008!
So, that’s my prediction – let’s hope it’s right. 
On that note – here is a great ‘how-to’ article on some simple tips to effectively gather customer feedback. You would be surprised at how simple it is.