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LivingSocial has sold concert tickets in ways ranging from a one show-deal with Bruce Springsteen to a six-week exclusive to sell tickets for Oprah Winfrey‘s upcoming tour. “The people that buy are not necessarily significantly price sensitive, they just don’t know about it.” “We’ve increasingly seen that we don’t have to discount as much as we might have originally thought we did, and we have a big initiative internally within our group … to discount less,” Rudin said.

… And I think that if we weren’t frankly reaching the casual fan that was not necessarily going to buy a ticket anyway, that we wouldn’t have a strong relationship with our partners,” Rudin said.īusiness is going so well for Groupon that it doesn’t even offer that great of a deal anymore. “The Groupon audience is significantly broad … we’ve reached them in a really simple way, giving them the easy opportunity to say yes and buy a ticket on the spot.

It took a year to persuade the promoter to let Groupon start selling tickets in advance, and “as a partner, not just when you’re in trouble.” Greg Rudin, vice president and general manager for GrouponLive, said it mainly focused on last-minute inventory when it signed with Live Nation. When selling concert tickets, Groupon typically offers a 30 percent to 45 percent discount. … Awareness is probably the biggest issue with people going to stuff,” he said. “We do it in a big way by delivering it to people’s doorsteps and inbox. Michael said Google informed LivingSocial that after the site offers deals on tickets, regular tickets sales also go up. “You get massive brand exposure and ultimately you get sales and so that combination is powerful.” “That ability to give this shot of adrenaline to the marketing promotion is a big deal,” said Alex Michael, LivingSocial’s general manager for its entertainment and restaurants division.

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