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When Discounts Aren't the Best Way to Drive Sales

When most organizations are looking to increase ticket sales, the first (and, often, the only) thing that comes to mind is discounts: coupons, promotions, third-party ticket bundlers...

Unfortunately, this kind of reaction can result in increased attendance without any additional revenue. In a thoughtful piece, Sebastian Cheswright Cater, Director of Marketing & Sales at Sadler's Wells, describes how they managed to increase ticket sales without resorting to discounts.

Chris MyersComment