Barbara Streisand at the Hollywood Bowl! How to kill your relevance

We bought tickets to see Dave Matthews at the Hollywood Bowl last week. Evidently, that put us on the mailing list for the venue and resulted in an email asking us to buy Barbara Streisand tickets.

While we respect her voice and success, we’re not Streisand concert goers. If we’re going to receive tickets for every event at the Hollywood Bowl, it is only a matter of time before we find the discreet line in the email allowing us to turn off these messages.

Mail list are so 2000′s

In their effort to gain my business, this clumsy, old-school marketing technique stands in sharp contrast to Ticketmaster, where I’ve said what bands I like and am selectively marketed on upcoming shows. I actually appreciate those timely, relevant reminders.

Ticketmaster has my attention, my appreciation and I’m highly likely to turn off Hollywood Bowl.

New norms

Unfortunately for this promoter, the new wave of loyalty programs, big data and analytics are creating a standard that makes the old ways much less acceptable. The next few years will bring a significant shift in marketing technology and delivery that will be innovative for some, urgent for others, and will eliminate more than a few.