Tag Archives: audience

Audience Development at Three Arabic Schools in Qatar

Recently a colleague and I visited three primary schools in Qatar on behalf of my employer, the Qatar Philharmonic Orchestra. The experience was the highlight of my six weeks in Doha.

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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

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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

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Better Than Talk from the Stage: Silence

Today musicians frequently talk from the stage. Don’t you wish they’d get to the music? Last weekend I heard a voice recital with superb music—and superb silence. I always expect great music-making from accompanist Keith Weber, the conductor-organist-harpsicordist-coach-and-yes-pianist who is … Continue reading

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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

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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

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Tom Holm of Enertex Tells How to Grow Your Audience

It’s always a challenge to bring in new single ticket buyers, isn’t it? Let alone broaden your subscription base. Extend Your Reach Your house list is your best source for audiences. And trades with other arts organizations can supplement that … Continue reading

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What to Write in a Single-Ticket Ad. Yes, It Still Matters.

In this day of social technology there’s little attention paid to the ABC’s of advertising. Yet developing an effective ad will always be a useful skill, whatever the medium. Learn from The New York Times My first newspaper ads in … Continue reading

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Social Media Doesn’t Trump Direct Marketing: What the Rule of 40-40-20 Means for Orchestra Marketers in 2010

In the 60s direct marketing expert Ed Mayer popularized the 40-40-20 rule. He claimed 40% of a mailpiece’s success depended on the list, 40% depended on the offer and 20% depended on other factors including design. Check the Numbers Yourself … Continue reading

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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

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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

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