CareerBuilder.com published a survey today that illustrates the effect of pain at the pump. In a poll of 8700 workers across the United States, almost half of those responding said that they had to give up something in their social lives in order to make ends meet. Perhaps not surprisingly “eating out” and “entertainment” topped the list of extras abandoned.

I heard similar sentiments from a customer of ours, a live music promoter.  Citing some recent stats, he said the live entertainment industry was down 15-20% from 2007. The economy is taking its toll on how we spend our leisure time.

What does that mean for companies in the entertainment biz? Not only must we consider lowering ticket prices, or holding fewer events, but we must also look at how marketing and promotional budgets are managed. Sales data from recent events should help you see who is still purchasing, so you can more effectively target your promotional tactics.  People still want to enjoy themselves, you just have to make sure you’re talking to the ones that will actually choose to spend.