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Monthly Archives: March 2010
A Pentagram of Photographs: How to Choose Musician Images in Orchestra Marketing
Market research tells us that concert audiences connect and identify with orchestra musicians, guest artists and conductors. So selecting and cropping photos professionally for ads and brochures sells tickets. Here are five considerations to apply when reviewing musician images. What … Continue reading
An Element of Marketing Strategy: What Not to Do
In the last 24 hours I’ve talked to one mid-sized orchestra which just cut four positions. Another has only a part-time marketer. Meanwhile marketers are bombarded with “shoulds” from the board, president, audience members, fellow marketers, vendors and friends. We … Continue reading
Ten Great Marketer-Musicians
I assembled a list of ten musicians who market themselves beautifully. I realized in the process how this became a list of great musicians regardless of marketing. The Gustavo Dudamel / Los Angeles Philharmonic / Walt Disney Concert Hall / … Continue reading
DCM’s Phil Miller Reinvents the Phone
When I sat down with Phil Miller a few days ago I expected to talk about the future of the telephone in orchestra marketing. Phil is President of DCM, which provides telemarketing, telefundraising and inbound sales services to orchestras, theaters, … Continue reading
Posted in Thought Leaders
Tagged dcm, facebook, miller, phone, social media, telefundraising, telemarketing, telephone, twitter
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Forty Years Ago We Marketed Webern
Forty years ago the Cincinnati Symphony and Decca Records marketed Webern’s Passacaglia, Mennin’s Canto, William Schuman’s Tripych and the Dallapiccola Variations as orchestral showpieces. And the orchestra performed them as showpieces, too, with that most mainstream of conductors, Max Rudolf. … Continue reading
Posted in Calls to Action
Tagged cincinnati, marketing, orchestra, programming, rudolf, symphony, webern
2 Comments
When Orchestras Emulate Madoff
Every year one or two orchestras make news by closing their doors. They cancel the rest of the season. There’s no money for creditors. Tickets for future concerts become worthless. It’s rare that it’s an orderly process. May that never … Continue reading
Posted in Calls to Action
Tagged accounting, fraud, management, orchestra, ponzi, stanford, voysey
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What Orchestras Can Learn from Kodak. That’s Right, Kodak.
A few days ago I heard a terrific speech by Kodak’s CMO, Jeffrey Hayzlett. If you watch it, you’ll find that it starts 14 minutes into the clip. Hayzlett is perhaps the most prolific Twitterer of all Fortune 500 CMOs, and … Continue reading
Posted in Calls to Action
Tagged hayzlett, kodak, social media, strategy, turnaround
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How the Orchestra Marketer Can Choose Target Segments
We can integrate consumer marketing and orchestra marketing language with a unified view of market segments. That puts us in position to select target segments and to allocate resources to marketing tasks. How Does It All Fit Together? When I … Continue reading
Posted in Essentials, How To's
Tagged audience, consumer, loyalty, marketing, orchestra, repeat, segment, subscription, target, ticket, trial, usage
2 Comments
It’s the Music, Stupid!
Follow the music. That’s a guidepost for us orchestra marketers, for musicians and for orchestra administrators. It cannot be, follow the revenue. Audiences already follow the music. They listen to that music which has meaning to them. Last night I … Continue reading
Posted in Calls to Action
Tagged chamber orchestra, chopin, golka, houston, lawyer, mission, river oaks, roco
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How to Design a 6×9 Postcard for $100
We want to help you grow sales as well as decrease costs. Therefore we’ve created a template for a postcard promoting an upcoming concert which reduces design costs to an absolute minimum. The sample shown here for a mythical Orchestra … Continue reading
