Tag Archives: marketing

Waging Peace in a Crisis

It’s About Trust Last month Jim Lukaszewski spoke with a dozen of us on crisis management at the League of American Orchestras Conference in Dallas. While he spoke off the cuff, every sentence followed a clear narrative. He preached a … Continue reading

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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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Social Technology Is Show and Tell for Adults

Sometimes simple insights best light the way. How Social Media Are Like Show and Tell You remember when you were six, don’t you? The most compelling part of the school day consisted of bringing an item before the class and … 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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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

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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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How to Hire an Orchestra Marketer

Hiring for any position is as much art as science. Choosing an orchestra marketer can be especially difficult. Understanding the dimensions of that choice can frame the decision within our orchestra’s true needs.

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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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How to Cut—and When to Add—Orchestra Marketing Dollars

The Danger of Across-the-Board Cuts Over the last two years virtually all orchestras have cut spending to balance the budget. In many cases they’ve used across-the-board reductions. This can have the negative effect of further reducing ticket revenues by more … Continue reading

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A Map of Social Media for Orchestras

I’ve put together a diagram of the social technology landscape designed with orchestras in mind. If you work at an orchestra or other performing arts group, leave your name and address below and I’ll send you a poster free of … 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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The Third Reason Orchestra Marketing Is Difficult: Multiple Work Styles

In previous posts I identified two  ways in which orchestra marketing is unusually challenging. First, the discipline involves a wide range of functions. Second, the job demands managing a year-long subscription campaign at the same time it requires numerous in-and-out … Continue reading

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Charlene Li’s Upcoming “Open Leadership” Can Teach Orchestras How to Manage Social Media

Charlene Li sent me an advance copy of Open Leadership: How Social Technology Can Transform the Way You Lead, to be released May 24. Thank you, Charlene. In 2008 Li co-authored Groundswell, which illustrates the nature and power of the … Continue reading

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Reason 2 That Orchestra Marketing Is So Difficult: Dual Periodicity

Orchestra marketing demands two sets of complex skills related to the marketing cycle. We manage a series of seasonal promotions. And we manage an annual campaign. Simultaneously. In-and-Out Promotions Think of the seasonal aisles in your local drug store. At … Continue reading

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Reason 1 of 3 That Orchestra Marketing Is So Difficult

When I entered orchestra marketing I thought turning sales results upward would be easy. After all, I’d succeeded over many years in many businesses. And in that work and in my schooling I’d benefited from wonderful mentors. Surely the practice … Continue reading

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How Orchestra Marketers Can Reduce Agency Costs

Since the 2008 crash virtually every orchestra has reduced its marketing expenses by cutting back advertising, mailings or people. Sadly, that also cuts sales. But there are other ways to save. You can reduce your agency’s time and billings through … Continue reading

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What the Dalai Lama Can Teach Orchestras About Direct Mail

The Dalai Lama wrote me. He called me a dear friend. The Classic Direct Mail Package His letter is part of a classic direct mail package without a brochure on behalf of the International Campaign for Tibet. It turns out … Continue reading

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