Balletomane or Marketing Dartboard? Choose!

Dear Boston Ballet,

You keep sending me postcards inviting me to upcoming performances – Romeo and Juliet, Next Generation, and Swan Lake so far this year.  “Buy your ticket today,” you encourage me.  That’s so thoughtful!  You assume since I’ve attended performances in the past I might again in the future, and remind me in case I’ve forgotten to get tickets.

However,  you have failed to consider that people who have attended performances in the past often do again in the future.  That’s right: the very foundation of your marketing campaign is also its demise.  I already have tickets to all the performances you’re encouraging me to attend.  You could save paper by putting these ads on the backs of the tickets themselves, so after they arrive I can be reminded to buy them.

Or, you could take the time when compiling your mailing list to remove the names of people who already have tickets to the things you’re advertising.  This will keep you from looking stupid.

Your Patron

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