Judge Judy – A Demo in Audience Compounding

 

My mom is a HUGE Judge Judy fan and I will admit it, so am I.  However, we are fans for different reasons. My mom likes seeing someone her height take control of a situation. While I admire what the 5′ 1″ judge has done in creating a powerful global brand through the concept of audience compounding.

 

In fact, I admire her so much that I have created the Judge Judy Principle in regard to how venues can craft a loyal customer following. It works like this.

 

People are creatures of habit. Our brains have to process so much data each day, that the organ is constantly looking for things it can place on autopilot. This is where habits kick in. We habitually take the same route to work. We instinctively pick-up the same toothpaste without considering dozens of other brands. And for many of us, like Pavlov’s dog, we instantly check our messages when we hear that “ding” from our phones. This is a core part of consumer behavior and many of the top brands seek to utilize it to get their products and services into our auto-consumption routines.

 

Basically, brands need two things to break into our habits. One, they must always be where we would expect them to be and two, they need to give us the same quality product every time. Judge Judy has been doing this since 1996 and is reaping the rewards.

 

She has been on the air for 23 seasons and has remained in the same afternoon slot (roughly 3 pm – 5 pm) for that entire time. This is key to habit-forming because her fans know where they can get their Judy fix anywhere in the country with little effort. Second, her product is always the same. Her intro music and logo don’t change. She wears the same robe. The program is always filmed in the same courtroom – they never go anywhere special. Her bailiff, Byrd, always announces her and the case before jumping into a crossword puzzle. This is the second key to her success – she gives her audience the same quality product at each interaction. This prevents people from becoming confused and continually reinforces their positive stimuli response, which strengthens their tie to the habit and feeds the viewership cycle. It also explains why Judge Judy has a fan base of 10 million-plus every weekday and has been the number one syndicated daytime show since 1998. So, how does this apply to the booking of entertainment venues?

 

Judge Judy’s success is a testament to the importance of establishing a long-term booking strategy and sticking with it. Before the internet, iPhones, social media and streaming, entertainment consumers had fewer options so the onus was on them to seek out their choice of leisure. Technology has shifted this behavior. Consumers now have access to countless opportunities with little cost of engagement such as streaming music on Spotify, viewing videos on TikTok, or binging a whole TV season on Netflix.

 

Talent buyers and venue bookers must consider consistency in their programming as a way to counteract this challenge. Since the consumer’s cost to see live entertainment is more than, say, streaming Hulu at home, they are in a vulnerable position. And if you operate in a highly competitive live market these “on the fence” consumers have a multitude of options at their disposal as well. This means that anything you do that confuses them could become detrimental to your operations.

 

This doesn’t mean you need to book the same act each night, but your calendar should be consistent in one way or another. You can hold tight to theme nights such as Latin on Sundays, Karaoke on Wednesdays, and Pop on Fridays. Or you can book one style of entertainment such as an open format DJ regularly. The key is sticking with your decision once your A/B booking testing is complete (more on that later). This will mitigate the fan’s choice apprehension.

 

It will also fuel an audience compounding strategy that works like this. A customer arrives and digs your vibe, so they come back. If you are consistent and reinforce their stimuli response, they will stay along with the next patron who visits, likes what they see, and decides to come back a second time as well. Over time you will build a core group of promoters for the brand. This will lead to an adoption tipping point that is regularly hit, which will speed the time it takes to fill the venue.

 

However, if you change your entertainment too often you risk confusing and alienating the customers you have gained. In essence, you will start the whole process over and it will take longer for you to pack the house. Think of it like your 401(k). You put in money consistently every month. Later, you reap rewards with very little effort on your part. However, if you pull money out early it takes longer for those checks to cash. This is why Judge Judy is so successful. She has a solid brand that has delivered a similar quality product consistently for 23 seasons and has reaped the benefits of audience compounding in the process.

 

If you would like to learn more please reach out to me at info@jeremylarochelle.com or call me at ‭(602) 842-2050‬.

 

 

 

 

The Dangers of Egotistic Booking

 

As a booking agent, it is imperative that you keep check on your emotional attachment to the product. You see. We all have our favorite bands… a song that has touched our heart… or an album that helped us through a dark time. This emotional attachment is a unique characteristic of the product of music and can be a dangerous way to go about procuring entertainment for your establishment if left unchecked.

 

As for the performance space. Owners also have an idea of what they hope their venue will look like. They envision a certain type of customer that will sit at their bars, the employees that serve them their libations, and the entertainment that drives them through the doors. These concepts we visualize are rooted in narrative psychology. Basically, we all envision a way we perceive ourselves, our environment, and our meaning for existence. As children, we dream of becoming astronauts, police officers, and even thieves.  Interestingly, we do not stop our internal play as we get older. We are constantly assessing how the world does, will, and should perceive us. This carries over when we think about the performance space and, left unchecked, can lead to erroneous qualitative assessments regarding what that space should be.

 

There is nothing wrong with having a “vision” for your venue, bar, or club. However, one should never let that vision go unchecked without quantifying their assumptions first. For instance, if you see your club as a country bar with fiddle-fronted bands, two-step contests, and lots of Budweiser. It would behoove you to undergo market research before you invest in that concept.  How many radio stations spin country music in your market?  Where is the venue located? Is it in Manhattan adjacent to Skyscrapers filled with investment bankers or on the outskirts of Houston with oil fields in the distance? Walk or ride your bike around the area at various times of the day to get an idea of whom is in your backyard. Are they wearing cowboy hats, jeans, and big belt buckles or white on white Nikes and flat-brimmed caps?

 

Tip: (Budget research costs into Your investment.) Allocate a percentage of your intended purchase towards a research budget. Even one percent of the cost of a $300,000 investment would cough up $3,000 for zoning maps, competitor analysis, and market trends. It will help you make better decisions moving forward and could easily save you that amount (plus some) in misinformed decisions.

 

Once you have your data. Combine your qualitative assumptions with those quantitative facts. Then, make your decision. Don’t get fooled by the stories of great leaders who went with their gut. I bet they gathered their own empirical evidence. Sam Walton was a private pilot who picked out store locations by flying over prospective towns for Walmart. He then made deals on lot prices based on his literal “bird’s eye view” of the situation.

 

If instead, you choose to just “go with your gut.” You enter into the danger of what I call Egotistic Booking. Or booking based solely on non-scientific evidence regarding the venue or it’s programming. There is nothing wrong with this type of booking…if you get it right! For years, the best agents were egotistic and successful.

 

But the game has changed.

 

The great bookers and promoters of the past never had to compete with the substitutes your customers have right now…in the palm of their hand. Your customers can choose to binge on Netflix, catch-up on their favorite Kardashian happenings on Instagram, check the daily news on Snapchat, and scroll through all of their friends’ lives on Facebook. They have Spotify with their favorite playlists loaded and ready to go and if they want to see a live band. They probably can with a live stream on YouTube, Facebook or one of many apps that now make that experience a reality.

 

That is a whole lot of competition that didn’t exist twenty…even ten years ago and chances are. You probably can’t compete with it.

 

But don’t worry. Neither can the local venues you contend with. This opens up a potential competitive advantage that you can grab. One borrowed from the online competitors you are now facing. They are using algorithms based on science and math to quantify and execute their decisions. Maybe it’s time you include a little math in your brick and mortar bookings. It will shield you from some of the dangers of egotistic booking.