Tag Archives: orchestra

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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20 Orchestral Orgasms

Updated count: 32 (see comments below) Beatles producer George Martin famously called the gigantic crescendo of the Lennon-McCartney song “A Day in the Life” an orchestral orgasm. Last month Rolling Stone named it #1 of the top 10 Beatles songs. … 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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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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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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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

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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

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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

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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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