Don’t expect loyalty without giving honesty

The Monitor Editor | Tuesday March 8, 2022 06:00

Ensuring that as an entity you deal with your clientele honestly and transparently is a show of good business conduct. The organizers had promised music lovers that South African musician Zahara would serenade them with her music but failed to break the sad news to the masses that bought tickets before the show. Even though they were already aware that the show headliner was not going to be able to make it, they chose to keep the information to themselves. The show was themed ‘Zahara at the Park’ and sadly the show went ahead without her.

The very same organizers will want to host another event in the future and how do they think people are going to view them? Would anyone believe what they put out on their promotional material? We wouldn’t be surprised if the next time they organize a show, people would not trust to go to their event. Based on an article elsewhere in the paper the organizers took their sweet time to let those who attended the show that the headliner will not be performing at the show. “What made matters worse is that the organizers, Krafted Vision, knew beforehand that the 'Loliwe' hitmaker was not going to make it to the event and yet they let people into the venue.

The organisers announced at night time that the person they had been waiting for since 2pm will not perform as scheduled.” People buy tickets to music shows to see their favourite musician perform, and some bought those tickets to go see Zahara, so imagine waiting until late at night to tell your valued customers that they will not get to enjoy what pulled them to the show in the first place. While preparations may have been at an advanced stage when the organisers got the sad news that their headliner would not be coming, they should have considered either rescheduling the show or offering the musician transport since one of the organisers claimed thata Zahara’s car broke down close to the border.

Keeping mum about such a big change in the line-up is certainly not on and shakes the organizer’s reliability. As a music show promoter, your success is based on having crowds that believe in you and trust you and that is one of the reasons why some organizers can easily fill any venue, while others struggle to fill even the tiniest of venues. Take seriously the return on investment in your brand by valuing your customer.