The Vast Reach of Corporate Benefits
8/31/17
Many of us fondly remember SVM, the largely theatrical marketing business that was a pioneer (thanks, Shara V. Mendelson!) in reaching workers at their places of employment. Back in 1998, the main distribution vehicle was the Monthly Guide, faxed to Human Resources departments all around the tri-state area with short-term discounts for shows and other attractions.
Then Al Gore invented the internet, and my oh my, what has happened since!
SVM was renamed Plum Benefits and began to take advantage of online marketing and communication opportunities. A few years ago, Plum Benefits joined forces with a larger national company in the same business, TicketsatWork. That company then acquired Working Advantage, yet another corporate-focused marketer.
These days, TicketsatWork, Plum Benefits, and Working Advantage comprise the largest, most comprehensive corporate travel and entertainment benefits program in the country—serving 40,000 corporate clients with 50 million employees. The group now sells sports, concerts, hotels, theme parks, car rentals, and even retail. It’s a top seller of Disney World, Universal Orlando, Cirque du Soleil, SeaWorld, and of course, Broadway.
For a good idea of the impact, take a look at last week. Plum/TicketsatWork moved 4,200+ Broadway tickets in just those seven days, making it one of Broadway’s largest distribution channels.
With that kind of reach, it's no longer about only selling to someone local, who may be interested in what's playing this week or this month. It's about getting your show in the consideration set of what to do when traveling to New York for longer lead time vacation planners—and impulse buyers as well.
It takes a new strategy and a longer-time-horizon game plan to reach all the consumers possible through this powerful path to a customer.
For more information on the Shubert Organization, visit www.shubert.nyc.
Then Al Gore invented the internet, and my oh my, what has happened since!
SVM was renamed Plum Benefits and began to take advantage of online marketing and communication opportunities. A few years ago, Plum Benefits joined forces with a larger national company in the same business, TicketsatWork. That company then acquired Working Advantage, yet another corporate-focused marketer.
These days, TicketsatWork, Plum Benefits, and Working Advantage comprise the largest, most comprehensive corporate travel and entertainment benefits program in the country—serving 40,000 corporate clients with 50 million employees. The group now sells sports, concerts, hotels, theme parks, car rentals, and even retail. It’s a top seller of Disney World, Universal Orlando, Cirque du Soleil, SeaWorld, and of course, Broadway.
For a good idea of the impact, take a look at last week. Plum/TicketsatWork moved 4,200+ Broadway tickets in just those seven days, making it one of Broadway’s largest distribution channels.
With that kind of reach, it's no longer about only selling to someone local, who may be interested in what's playing this week or this month. It's about getting your show in the consideration set of what to do when traveling to New York for longer lead time vacation planners—and impulse buyers as well.
It takes a new strategy and a longer-time-horizon game plan to reach all the consumers possible through this powerful path to a customer.
For more information on the Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.