A new audience in Toronto and Nashville

I recently found two orchestras that are actively implementing an idea that I’ve been advocating here for awhile: marketing to the under 30 demographic.  Conventional wisdom in this industry states that it isn’t worthwhile to market toward a demographic that is expensive to attract and notoriously fickle in their tastes.

But I don’t always buy conventional wisdom; I find that all too often it allows an organization to become self satisfied and no longer work to its maximum ability.  In essence, it creates a follower mentality, which in this business results in nothing more than a slow and painful demise.

Read moreA new audience in Toronto and Nashville

No Good Deed Goes Unpunished

I received an email the other day from a friend of mine that plays in solid, Midwest orchestra. She was complaining that they recently had an orchestra wide meeting with management where the Marketing Director was promoting a new audience development initiative to the musicians. Essentially, the initiative called for each player to be responsible for bringing in one new subscription sale. Do I have to mention that it didn’t go …

Read moreNo Good Deed Goes Unpunished


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