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Category Archives: Calls to Action
The Press Stories You Really Want to Tell
Week after week, orchestra marketers and communications professionals try to get stories about their music director, guest conductor or guest artist in the media. Is this wise? Yes, of course. Guest musicians are news. They can talk about the music … Continue reading
Posted in Calls to Action, Essentials, Public Relations
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Music That Matters
Much music-making today is about commerce. Famous artists regularly play chamber concerts after one or two rehearsals. Veteran orchestra players sit back in their chairs while they play, bored yet holding on to their income until retirement. Tonight I heard … Continue reading
Posted in Calls to Action
2 Comments
How to Make Your Website Social: InfoGraphic
A Big Challenge, an Enormous Opportunity Social tools both enable and challenge us as marketers. I’ve enjoyed grappling with social technology to understand it. What a puzzle! And what rewards await us. Yesterday I put together a chart of the … Continue reading
Posted in Calls to Action, How To's, Social Media
Tagged audience, facebook, marketing, social media, strategy, twitter, website, wordpress
1 Comment
Working In Concert Trumps Collaboration
Arts management mavens are always touting the benefits of collaboration among performing arts groups. And foundations love to reward grants to those good citizens who collaborate. Often, though, collaboration is skin deep or limited to marketing alone. A dance group … Continue reading
Posted in Calls to Action
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How to Merchandise Tickets on Your Website
Music Is Like Candy I spent my early years in marketing in candy: Brach, Andes, Toblerone, Cote d’Or, Milka and Suchard. One of the great things about candy is that buyers consume it immediately. So you can sell them more … Continue reading
Posted in Calls to Action, Essentials, How To's
Tagged audience, candy, design, e-commerce, marketing, merchandising, single tickets, website, wordpress
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A Texas Two-Step to Make Your Website Social
Last April Mark Zuckerberg of Facebook proclaimed, “We are building a Web where the default is social.” Forrester Research says the Web is becoming “social as a rule, not an exception.” No longer can any orchestra afford to ignore the … Continue reading
Posted in Calls to Action, How To's, Lists, Social Media
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Ten Lessons in Trust to Apply Before a Crisis
This week I heard an expert on reputation, IBM Distinguished Professor Daniel Diermeier from Kellogg School of Management at Northwestern University, speak to a few dozen fellow Kellogg alums in Houston. The orchestra industry can learn from his years of … Continue reading
Posted in Calls to Action, How To's, Lists, Public Relations, Thought Leaders
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Why I Market Classical Music
Sure, there are easier things to do. I’ve marketed candy, cigars, nuts, lighters, gasoline, travel and education. All were easier. But music can change lives. It has thrilled mine. Music carries deep, otherwise-inexpressible meaning. 35,000 years ago our species was … Continue reading
Posted in Calls to Action
Tagged audience, marketing, mission, orchestra, programming, strategy
2 Comments
What I’d Like to See Orchestras Provide Audiences: 10 Words Over 10 Days
We have more orchestras with better-trained musicians than ever. Yet these marvels of precision bleed anxiety over the future. Most of that anxiety centers on revenue. In my view, possibly because of our focus on commerce, the artistic product needs … Continue reading
Posted in Calls to Action
Tagged audience, consumer, marketing, orchestra, programming, strategy
8 Comments
50 Words for Classical Music Marketers to Rest
An Age of Puffery Adam Sherk has statistically catalogued The Most Overused Buzzwords in Marketing and Press Releases. Gregory Sandow has satirized the language of classical music press releases, saying he hopes they die. And the anonymous blog Proper Discord … Continue reading
Posted in Amusements, Calls to Action, Lists, Public Relations
Tagged language, marketing, overused, sandow, sherk, strategy, words
12 Comments
Why Everything’s Fine in Classical Music. Including the Pain.
[This was originally posted at the League of American Orchestra's microsite, R/Evolution, before the June 2010 League Conference in Atlanta] Everything’s Fine Everything’s fine in classical music. Let’s celebrate today’s terrific musicians, the best ever. Professional music-making isn’t a cushioned … Continue reading
Posted in Calls to Action
Tagged audience, consumer, management, marketing, mission, orchestra, programming, social media, strategy, symphony
2 Comments
Traditional Marketing Never Existed. Long Live Innovation
Today I heard a panel of three industry experts discuss the future of interactive marketing.* At that event several audience questions compared interactive marketing to traditional marketing. The traditional marketing they defined lives only in a Second Life. It lives … Continue reading
Posted in Calls to Action
Tagged digital, direct mail, innovation, interactive, newman, snead, social media, traditional, 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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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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