Lightning Strikes Twice
3/1/18
John Leguizamo’s Latin History for Morons was the hot ticket this fall and winter for the national Corporate Programs Division at Entertainment Benefits Group—comprised of Tickets at Work, Working Advantage, and Plum Benefits.
Although the show was popular with all kinds of audiences, it resonated incredibly well with members of these corporate benefits programs.
Anyone who worked on Leguizamo’s 2011 show Ghetto Klown knew that it sold well on Plum Benefits, which at the time was the primary NY Metro-based B2C and B2B corporate marketing platform. Now, with the combined power of all three corporate benefits programs, we figured that Latin History could capture even more corporate buyers.
And the proof is in the over $1M in tickets sold in just 4 months.
Producer Nelle Nugent brought the show to Broadway last fall, with only a handful of weeks between the general onsale and the first performance on October 19, 2017. That left little time to build word-of-mouth among theatre-savvy New Yorkers, much less among the more casual corporate buyers.
After launching on the three platforms in early October, the show quickly became one of the top-five selling shows—and stayed there for the duration of the run. In fact, corporate tickets accounted for 11% of Latin History’s total ticket sales, on average, peaking at 25% of the shows total ticket sales during the final weeks of the run.
So what can other plays learn from Latin History’s corporate strategy? Keep it simple and play to your strengths. Get the show on corporate benefits platforms, offer a compelling incentive price (on all price points) from day one, boost exposure with premium website placements, and throw in a strategically timed dedicated email to give sales a bump.
The rest is, well… History.
For more information on the Shubert Organization, visit www.shubert.nyc.
Although the show was popular with all kinds of audiences, it resonated incredibly well with members of these corporate benefits programs.
Anyone who worked on Leguizamo’s 2011 show Ghetto Klown knew that it sold well on Plum Benefits, which at the time was the primary NY Metro-based B2C and B2B corporate marketing platform. Now, with the combined power of all three corporate benefits programs, we figured that Latin History could capture even more corporate buyers.
And the proof is in the over $1M in tickets sold in just 4 months.
Producer Nelle Nugent brought the show to Broadway last fall, with only a handful of weeks between the general onsale and the first performance on October 19, 2017. That left little time to build word-of-mouth among theatre-savvy New Yorkers, much less among the more casual corporate buyers.
After launching on the three platforms in early October, the show quickly became one of the top-five selling shows—and stayed there for the duration of the run. In fact, corporate tickets accounted for 11% of Latin History’s total ticket sales, on average, peaking at 25% of the shows total ticket sales during the final weeks of the run.
So what can other plays learn from Latin History’s corporate strategy? Keep it simple and play to your strengths. Get the show on corporate benefits platforms, offer a compelling incentive price (on all price points) from day one, boost exposure with premium website placements, and throw in a strategically timed dedicated email to give sales a bump.
The rest is, well… History.
For more information on the Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.