- Challenge: ’70s southern rock band, Lynyrd Skynyrd, needs to recruit a new generation of listeners while attracting older fans.
- Solution: Groupon ticket sales during their 2013 tour for almost half price.
- Results (fantasy): People will sample Lynyrd Skynyrd, as if they’re an ice cream cone or a new Thai restaurant, and then be willing to pay full price for seats at next year’s tour.
I’m joking. Playing to a capacity crowd, even if they sell tickets at less than face value, will help Lynyrd Skynyrd earn more money than playing to an empty house. It’ll also help them sell more copies of the CD they released last year. That’s why this Groupon deal makes more financial sense then when a local ice cream parlor or Thai restaurant gives away product to people whose only loyalty is to finding the next deal. And, oh yeah, Bad Company are playing, too.