According to the literature PACs started adopting social media marketing due to the changing lifestyle
take to meet the needs and wants of the target audience. Traditional marketing becomes less effective to
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market services of concert venues due to current changes in the lifestyle of the customers, cost and
technological progress (Rothschild, 2009). The change in the lifestyle of customers of the PACs changes the
purchase decision process regarding their leisure activity. In contrast to generation X, people of a new
generation Y tend to make their decisions more spontaneously. Traditionally the PACs distribute a
subscription strategy that restricts customers to their packages. However, concert visitors may not be willing
to purchase the ticket if they do not possess the precise information regarding their future experience.
Representatives of a new generation would prefer to make a selection of the particular show they are willing
to attend versus subscribing for the whole season. People do not want to take a risk purchasing tickets to the
concerts if they are not able to answer the following questions, “Will I like this show?” “Will I understand
it?” “Will I feel comfortable there?” “Will I fit in?” (Bernstein and Kotler, 2007) Performing art
organizations must start updating their websites and adopting new online tools to address recent changes and
meet the needs of the art audience. Anne Trites,
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