Tag Archives: marketing

What the Dalai Lama Can Teach Orchestras About Direct Mail

Posted on April 14, 2010 by Bruce Robinson

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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Ten Great Marketer-Musicians

Posted on March 17, 2010 by Bruce Robinson

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 →

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Forty Years Ago We Marketed Webern

Posted on March 14, 2010 by Bruce Robinson

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 →

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How the Orchestra Marketer Can Choose Target Segments

Posted on March 2, 2010 by Bruce Robinson

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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