Tag Archives: audience development and classical music

‘SEE’ the power of music for arts audience development!

We are leading up to the Classical Music Webinar on Friday! Today we have a guest post by Catherine Starek.  Catherine is a graduate student with the desire to promote the arts to younger audiences.  She came across a particular type of program, symphonic photochoreography, that is being used by some orchestras with great results.  The following is her personal experience and opinions about this presentation and how it might be one answer for reaching out to new and younger audiences.  Enjoy!

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Do you ever wish you could ‘SEE’ the power of music?
bv Catherine Starek

If you answered yes, you aren’t alone. Some symphony orchestras are exploring innovative audio-visual performance options, such as James Westwater‘s symphonic photochoreography.

What is symphonic photochoreography? James Westwater explains: “Symphonic photochoreography is an innovative art form that engages audiences worldwide with evocative, multi-image photographic essays choreographed and performed live to selected works of classical music.” Learn more>>

bso_WestwaterKCC_grid

Baltimore Symphony performs a Westwater KCC piece.

I have attended two such performances, combining video and live orchestra.  The first was a performance of the Wizard of Oz by the North Carolina Symphony.

Every summer, the NC Symphony performs in Cary’s beautiful Koka Booth Amphitheatre. It is a lovely space with an expansive lawn, acres of surrounding forest, and a uniquely designed wooden stage situated next to Symphony Lake.  Members of the NCS staff roamed throughout the crowd, dressed as various Oz characters for the concert and screening of the Wizard of Oz.  The children’s  faces lit up with glee at the opportunity to meet Glinda the good witch, participate in the pre-concert “instrument zoo,” and stretch out on the lawn with their family for a picnic.  It was absolutely delightful.

North Carolina Symphony at Koka Booth (or Emerald City), July 10, 2010

Once the concert began, familiar sights and sounds flooded my senses. Hearing the music live was so exciting and the North Carolina Symphony performed with excellent precision and dynamic passion. The music coordinated perfectly with the moving images on the screen (sound track removed, of course). This was not only one of the most memorable concert experiences I have ever had, it made me appreciate the great talent, musical expression, and dynamism of the North Carolina Symphony musicians even more.

Video Games Live was another spectacular audio-visual performance experience. The Music Center at Strathmore located in North Bethesda, MD presented Video Games Live during their 2010-2011 concert season.  The multi-media extravaganza featured renowned video game composer, Tommy Tallarico, and incorporated members of the National Philharmonic Orchestra and Chorale.  This too was an interactive audience experience.  Some of the highlights included Guitar Hero play-offs, an audience costume contest — although this time, instead of mini Dorothy’s and flying monkeys, Nintendo characters such as the Mario Bros and even Tingle from the Legend of Zelda co-mingled in the hall — and a Video Games Live soundtrack and poster raffle.

Tingle, missing his balloon – Strathmore presents Video Games Live on April 7, 2012

The concert itself incorporated dynamic, rock concert lighting, video game screen shots projected on three enormous screens on stage, and the National Philharmonic performing video game music live.  Members of the audience ranged across all generations and people young and old found common ground with video games they had grown up with and loved.  I felt like I was in a sports stadium.  As the concert progressed, the audience would interact with the performance onstage (without the fear that normally accompanies the interruption of an orchestra).  People would laugh, cheer, clap and outright holler with approval. You could tell everyone was having a great time.  It was another exciting concert that I will never forget. (Read about the entire experience here>>)

What does this mean in terms of audience development,especially among younger audiences?

The themes running throughout the majority of comments about this type of format run from interactive and intergenerational, to dynamic, exciting, and more.  Concerts that stimulate both the visual and audio senses, at least in my opinion, seem stickier.  Highly memorable and interactive.  Finding common ground with so many members of your community is exciting in itself and I think these concerts provide a forum that makes this possible.  It’s not just music, it’s a concert experience...a shared concert experience that becomes a story that audiences want to share with their family and friends.

With innovative partnerships, dynamic multimedia, and exciting, multi-sensory audience experiences such as these, I encourage symphony orchestras to continue thinking outside of tradition, push their creative boundaries, and connect with their audiences in a variety of ways that are relevant and interesting to them.  This means you have to know your audience, which takes time and stems from strong relationships.  With audio-visual performances to facilitate social interaction and common ground, and enthusiastic, dedicated arts organizations, I think symphony orchestras in the U.S. and abroad have a lot to look forward to on the audience development horizon.

As Ms. Fanizza of Audience Development Specialists would say:“Cheers to happy and loyal audiences!”

What do you think of these “unconventional” performances? Do you think multi-sensory performances are distracting or enhancing to the symphony orchestra experience?

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Recommended Reading

More than Meets the Ear: Orchestras dive into the wide, wide world of multimedia performance.This issue of SYMPHONY Magazine “highlights how orchestras utilize and benefit from multimedia, such as Westwater’s photochoreography (article cover photo).”

The League of American Orchestra’s SYMPHONY magazine.

To read the article, click here>>

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Catherine Starek holds a bachelor’s of music education degree from UNC-Wilmington and is pursuing a master’s of arts management at American University in Washington, DC. She is completing her graduate research on the Millennial generation, and effective strategies for engaging younger audiences and donors in the U.S. symphony orchestra experience. [:O)]
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Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”
~James Stewart

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Random thoughts on current events: audience development for the arts

Our next guest blog will be next Wednesday.  Today I have a few random thoughts due to current events this week.  This week we have seen the GM over at the Metropolitan Opera hiss at another review outlet, we have seen a major consultant for our industry disregard the rule of confidentiality when posting on Huffington Post, and there have been some wonderful audience development ideas floating around the country that were implemented.

  1. The Met reverses policy, will allow Opera News to review productions http://t.co/yn6TiJgf

Wow!  Talk about elitism at its worst.  “Allow” to review?  The GM has an issue with less than positive reviews, so he decides to axe a critic’s right to review if they do not meet his standards.  This is a poor choice of arts management on so many levels.  We need more journalism, not less for one.  If journalists continue to feel the wrath for simply doing their job, they do have the power to not cover you, period.  Plus, not having open opinions to our art work would actually harm us more in the end.  Let me expound quickly on this point.

Let’s say we do quality work for the most part, but we get a bad review on a particular performance or event.  We can use this review (with a grain of salt) to discover how we can become better for our next performance or event.  We need the feedback to continue to strive to be better.   Without this honest feedback, we are missing out on the complete artistic process.

Plus, you can honor the fact that any review is simply one person’s opinion and not the end all or be all for audience attendance.  Use the review to your advantage by getting a variety of opinions to create some buzz.  A controversial review could still catapult you to a bigger audience.  Be smart about working with journalists and critics.  Being demanding is only going to get you a bad reputation and more bad press.

2. Kaiser & the Cardinal Sin of Consultancy. http://t.co/4MExjM9L

My friend and colleague, Amy Wratchford wrote a blog for #2amt about Kaiser’s consultant faux pas.  I commented after this post to give my view of the situation.  These are my humble opinions.   Let me know your thoughts on this issue too.  For the record, I have always valued the arts commentary of Michael Kaiser, so I was very much surprised to view this particular post.

3. Foodies and music lovers unite! Listen to a Clip From Harvard’s Asparagus Opera http://t.co/6RbOgpYg

UK virtual orchestra puts you in conductor’s stand http://t.co/9C9Zy4NX

New outlet offers tickets, info on zoo, ASF, museum events in downtown Montgomery http://t.co/B567eBy0

These are three fantastic ideas that I have had in the past, but others beat me to it.  I now have positive evidence that ideas are floating all around us.  Some of us may be more in tune to these ideas than others, and it becomes a matter of who decides to implement these ideas for their benefit.  In all three of these cases, there are elements of all 4 C’s at hand, especially Collaboration.  In order to gain a better audience, a more fitting audience, it is best to collaborate with others and work on creative projects that will connect you to your community.

So there you have it – random thoughts on current events in our industry.  Please do feel free to reply if you have any random thoughts of your own.  A Wonderful Wednesday to you and yours!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

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New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

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Why wasn’t I invited? Audience development for the arts

I haven’t been online that much this weekend.  I needed some time away to recharge my batteries (as well as the batteries of all my iStuff).  Today, I was looking at ARTicles and discovered that our Mahlerfest happened this weekend.  I had no idea!  I knew that this local festival was in May, but I completely did not see it on the radar.  I happen to be a big Mahler fan.  I am a horn player after all.  I have even gone to a past Mahlerfest.  Why wasn’t I invited?

I am a slightly younger audience profile than their typical audience member.  These are the reasons why they missed me this year:

  1. I do not buy a newspaper.  Sorry newspaper industry, but I usually get my information online.
  2. I did not see any online ads, so I had no idea.
  3. I had bought my ticket at the door the year I went.  They did not have my information from that transaction.
  4. I did not see any posters around town.
  5. Despite knowing a few people involved with this organization, I did not receive an email about it.
  6. The free weekly I usually pick-up was not available at the locations I went to over the weekend.  So if they placed an ad here, it was missed.
  7. They didn’t reach out to other organizations to collaborate. I was involved in a classical music event a few weeks ago.  A trade would have alerted me to their festival.
  8. Perhaps they don’t have an ambassador program to spread the word around town.
  9. They probably do not have an audience development program to get to know the people in their area that enjoy classical music, and more to the point, people that love Mahler.
  10. Your guess here…

You see, I fit the profile of someone that would enjoy their concerts.  I am directly in their area.  I am involved in the arts community, and more specifically, the classical music community.  I have even been to a concert in the past.  Without audience development, all the yesteryear marketing in the world did not reach a younger generation potential audience member like me.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

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Filed under Arts, arts marketing, Audience Development

Audience Development Webinar – Participatory Classical Music

I wanted to make sure all of my readers were invited.  You are invited!

There are many reasons why I wanted to start the webinar series with “Participatory Classical Music.”  Here are some of my thoughts:

  • The classical music industry has been the same for over a century.  There have been slight changes here and there, but as a whole, we haven’t strayed from the familiar formats.
  • We do need to breathe new life into classical music since the next generations are not as fond of these familiar formats.
  • I wanted to present a discussion with ideas, examples and solutions.  We have been talking in circles for decades, bemoaning our shrinking audiences.
  • There are little tweaks we can apply to the classical music format that will not turn the art form on its head.
  • I wanted to visit the “new” possibilities in a safe atmosphere.
  • John Steinmetz, our guest speaker, has some big thoughts on this topic.  I have enjoyed chatting with him, and I know others will like his refreshing, open yet thoughtful style too.
  • Classical music is my main background.  This is the art form that started my love for the arts in general.  I want to be a part of the solution, and I would love others to join in!

Again, please do consider yourself invited, and I hope to see you there!

Friday, January 20th  – Noon ET/11CT/10 MT/9 PT
Participatory Classical Music
How can we build classical music experiences that will also build our audiences?  Participatory performances, designing events with your audience members, using music as a social force, nurturing your audiences, and increasing demand will all be discussed.

        

Shoshana Fanizza, Audience Development Specialists
Co-hosted with John Steinmetz
Co-produced with David Weuste, Rosebrook Classical

To Register: Click Here!

 

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

Leave a comment

Filed under arts management, arts marketing, Audience Development

Halloween Audience Development YouTube kinda mood 2011

Every year I like to hunt for Halloween Arts YouTubes to show you some fabulous ideas for audience development during Halloween.

Here’s a novel idea from the Springfield Arts Council.  They are allowing people to rent their costumes for $15 (plus deposit).

Halloween 2011 at the Springfield Arts Council COSTUME SHOP

Fun trailer from Harford Dance Theatre

The Ballad of Sweeney Todd – Chicago Chamber Choir

Pumpkin Carving Art

Halloween music! Second Kill in b minor – by Piano Next Door – scary horror theme

“LONGING FOR TOMORROW” short film


Cheers to creepy and screaming audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

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Audience Development, Groupons and other promo platforms: #auddev chat transcript for 7/28 Noon ET

Today we had another installment of #auddev chat on twitter.  We had the pleasure of having Kara Whittington, who is part of the Marketing team at the San Francisco Symphony, as our guest co-host.  Kara manages the discounts, promotions, advertising and sales, and has a great deal of experience with a variety of different online promotions platforms.

We talked about making sure to keep your target audience in mind when choosing a platform, why you would want to choose to do a promotional discount, and how you can stay in control of your offer.  Of course we discussed whether or not audiences came back after these types of offers and steps to take to make sure these efforts are good audience development.  Other considerations were brought up such as complimentary tickets and papering the house options.  All in all, I think you will see that discount promotional platforms can be another tool to use if you learn how to use them in the best way possible for your arts business.

I want to give a big thank you to, Kara, for saving an hour of her time to make this #auddev chat possible!

If you have any questions or comments, you can leave a reply. 

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

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#auddev chat, 7/28/11, Noon ET
@AudienceDevSpec Welcome to #auddev chat. We will be speaking with @grizzwhit Kara Whittington. Kara are you there? #auddevThu Jul 28 16:00:29 +0000 2011 – tweet id 96610990879285248 – #42
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@AudienceDevSpec Today’s topic will be Groupons and other discount promotions. Do these really work for audience development or are we losing money? #auddevThu Jul 28 16:01:24 +0000 2011 – tweet id 96611221528264704 – #43
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@AudienceDevSpec Kara are you there? @grizzwhit #auddevThu Jul 28 16:01:53 +0000 2011 – tweet id 96611342022230016 – #44
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@grizzwhit @AudienceDevSpec I’m here! #auddevThu Jul 28 16:02:08 +0000 2011 – tweet id 96611403544281088 – #45
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@AudienceDevSpec Excellent! @grizzwhit Why don’t you introduce yourself first. #auddevThu Jul 28 16:02:31 +0000 2011 – tweet id 96611499811942400 – #46
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@grizzwhit I’m currently in marketing for the @SFSymphony and manage discounts, promotions, advertising and sales for the org. #auddevThu Jul 28 16:04:14 +0000 2011 – tweet id 96611933515550721 – #47
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@chrisrusak @grizzwhit And we think you do a fantastic job. #auddevThu Jul 28 16:04:46 +0000 2011 – tweet id 96612067464843264 – #48
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@AudienceDevSpec . @grizzwhit You have been using different discount platforms. Right? Which ones? #auddevThu Jul 28 16:04:58 +0000 2011 – tweet id 96612116269764608 – #49
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@grizzwhit born and raised in a family of musicians, I had an early start into the world of music arts and culture #auddevThu Jul 28 16:05:11 +0000 2011 – tweet id 96612170418225152 – #50
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@AudienceDevSpec .@grizzwhit Do you plan an instrument? #auddevThu Jul 28 16:06:04 +0000 2011 – tweet id 96612393123196929 – #51
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@grizzwhit #auddevwe’ve used what feels like dozensThu Jul 28 16:06:12 +0000 2011 – tweet id 96612426149142528 – #52
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@AudienceDevSpec Play an instrument. Typing woes. #auddevThu Jul 28 16:06:27 +0000 2011 – tweet id 96612491940999168 – #53
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@grizzwhit #auddevgroupon, living social, mamapedia, tabblehopper, gilt, travelzoo,Thu Jul 28 16:07:10 +0000 2011 – tweet id 96612671524315136 – #54
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@AudienceDevSpec Wow, I’m not familiar with all of these. #auddevThu Jul 28 16:07:28 +0000 2011 – tweet id 96612746472337409 – #55
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@grizzwhit @chrisrusak thanks so much! #auddevThu Jul 28 16:07:34 +0000 2011 – tweet id 96612770073673728 – #56
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@grizzwhit @AudienceDevSpec I have but not currently- singer, violin, French horn, piano #auddevThu Jul 28 16:08:11 +0000 2011 – tweet id 96612929302048768 – #57
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@AudienceDevSpec . @grizzwhit Another French horn player! Back to topic, which platform do you like the best and why? #auddevThu Jul 28 16:09:00 +0000 2011 – tweet id 96613131740119040 – #58
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@aaronmandersen Audience Dev meetup 1 wk from today in Chicago! http://bit.ly/n44oUJ #theater #theatre #2amt #dance #music #auddev@audiencedevspecThu Jul 28 16:09:56 +0000 2011 – tweet id 96613366637924353 – #59
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@AudienceDevSpec .@grizzwhit So which platform do you like the best and why? #auddevThu Jul 28 16:10:59 +0000 2011 – tweet id 96613631290118144 – #60
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@grizzwhit #auddev@SFSymphony we have over 230 concerts each yearThu Jul 28 16:11:19 +0000 2011 – tweet id 96613715062960128 – #61
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@AudienceDevSpec Right now we are having an #auddev chat. Talking about Groupon and other formats. Questions? Stories? use #auddevhashtag.Thu Jul 28 16:12:31 +0000 2011 – tweet id 96614017262551040 – #62
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@grizzwhit with all promotions, its important i’ve found to manage real expectations. what are you doing this for, and why? #auddevThu Jul 28 16:12:47 +0000 2011 – tweet id 96614084098785280 – #63
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@grizzwhit @AudienceDevSpec @annettecoleman can you tell me more about the offer and the results? #auddevThu Jul 28 16:14:01 +0000 2011 – tweet id 96614393814581249 – #64
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@grizzwhit I prefer @Travelzoo for one major reason #auddevThu Jul 28 16:14:40 +0000 2011 – tweet id 96614559699320832 – #65
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@AudienceDevSpec That is a great point. It is good to conceptualize why you are doing a promo. What are the goals? Can you take the hit $wise? #auddevThu Jul 28 16:15:10 +0000 2011 – tweet id 96614684999942144 – #66
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@AudienceDevSpec Travelzoo. How does Travelzoo work? @grizzwhit Is it similar to Groupon? #auddevThu Jul 28 16:16:01 +0000 2011 – tweet id 96614897835716608 – #67
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@grizzwhit #auddevtravelzoo sends people to your own website to book- this means you easily retain the new information of those purchasing…Thu Jul 28 16:16:16 +0000 2011 – tweet id 96614962667065344 – #68
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@AudienceDevSpec That is fantastic! @grizzwhit #auddev. The main gripe I have against some of these promos is not being able to retain patron info.Thu Jul 28 16:16:55 +0000 2011 – tweet id 96615123090817026 – #69
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@grizzwhit #auddevwe’ve found that these people continue to buy tickets, and 2% even have purchased subscriptions!Thu Jul 28 16:17:00 +0000 2011 – tweet id 96615143940689921 – #70
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@AudienceDevSpec Do any of them complain about the higher prices after the promo? @grizzwhit #auddevThu Jul 28 16:17:38 +0000 2011 – tweet id 96615304104378368 – #71
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@grizzwhit So this is totally different than other sites like Groupon. However, if you are a nimble small org, u can work around this to get… #auddevThu Jul 28 16:18:18 +0000 2011 – tweet id 96615474120491008 – #72
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@grizzwhit …the patron data and begin tracking the success of these #auddevcampaigns. because truly that is what these are. they’re lead generatorsThu Jul 28 16:18:49 +0000 2011 – tweet id 96615601182744576 – #73
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@AudienceDevSpec The other reason Groupon seems not the way to go, especially for non-profs is that you only end up with 25%. #auddevThu Jul 28 16:18:57 +0000 2011 – tweet id 96615637203419138 – #74
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@grizzwhit p.s. advance apologies to my followers- the next hour I’m on a fund #auddevaudience development chat. Lots of tweeting!Thu Jul 28 16:19:19 +0000 2011 – tweet id 96615727422910464 – #75
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@grizzwhit we haven’t experienced complaints about prices after the promo. their first exp is w/ a discount, but they experience great product #auddevThu Jul 28 16:20:02 +0000 2011 – tweet id 96615907773792256 – #76
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@AudienceDevSpec My local contemp museum is using Groupon for their memberships. The membership is $75, Groupon is $35, they get $17.50? #auddevThu Jul 28 16:20:24 +0000 2011 – tweet id 96616003659776000 – #77
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@grizzwhit and then see the value and return. #auddevBut we try to keep price point low- tickets start at $15 for most concerts @sfsymphonyThu Jul 28 16:20:32 +0000 2011 – tweet id 96616037147095040 – #78
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@AudienceDevSpec That is another good point. For people starting out with discounts, make sure they know ticket price ranges for normal purchase. #auddevThu Jul 28 16:21:39 +0000 2011 – tweet id 96616317339172864 – #80
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@grizzwhit A good point. Be sure to negotiate as much as possible. You can sometimes negotiate better with these rev share models. #auddevThu Jul 28 16:21:44 +0000 2011 – tweet id 96616335634735105 – #81
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@AudienceDevSpec Yes, you can create your own promos without these sites. @edithwarhol #auddevThu Jul 28 16:22:41 +0000 2011 – tweet id 96616574605213696 – #82
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@grizzwhit @thechicagored Yes we’re on tessitura #auddevThu Jul 28 16:22:44 +0000 2011 – tweet id 96616590287716352 – #83
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@AudienceDevSpec I was wondering what price points these patrons purchase at after the great deal? @grizzwhit #auddevThu Jul 28 16:23:39 +0000 2011 – tweet id 96616818541740032 – #84
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@grizzwhit @AudienceDevSpec Yes- but look at it as a risk worth taking if you want new ppl, or you want to spread awareness about your brand #auddevThu Jul 28 16:23:53 +0000 2011 – tweet id 96616877014528000 – #85
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@grizzwhit These sites can also be a helpful brand awareness tool. For instance, we setup a promo with LivingSocial Escapes-with only 20 tix… #auddevThu Jul 28 16:24:37 +0000 2011 – tweet id 96617062344044544 – #86
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@AudienceDevSpec The premise is to get your foot in the door, but it will only work if can convert to a regular buyer. @maricarjagger #auddevThu Jul 28 16:24:45 +0000 2011 – tweet id 96617097114824704 – #87
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@grizzwhit … that included a night’s stay at a local upscale hotel, plus breakfast and drink voucher at concert. #auddevit helped us get…Thu Jul 28 16:25:14 +0000 2011 – tweet id 96617217931747331 – #88
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@grizzwhit ..our message out to a larger audience, even though we limited the number of packages people could purchase. #auddevThu Jul 28 16:25:36 +0000 2011 – tweet id 96617309942185984 – #89
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@AudienceDevSpec @grizzwhit That is true. My advice would be – make sure you can write off initial loss. For smaller non-profs might be a problem. #auddevThu Jul 28 16:25:57 +0000 2011 – tweet id 96617396642643968 – #90
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@AudienceDevSpec That is a great idea. Limit number of tix, but it still goes to a larger group base. #auddevThu Jul 28 16:27:00 +0000 2011 – tweet id 96617662184046592 – #91
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@triadstage @grizzwhit Wow, that’s awesome. Those have been our main worries. Along with what our subscribers will think. #auddevThu Jul 28 16:27:03 +0000 2011 – tweet id 96617673374449664 – #92
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@grizzwhit @AnnetteColeman @AudienceDevSpec #auddevI’d suggest its best to use images that will encourage purchases.Thu Jul 28 16:27:06 +0000 2011 – tweet id 96617688910143488 – #93
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@grizzwhit @AnnetteColeman @AudienceDevSpec More importantly, its misleading if ppl can’t purchase your art at discount they’re promoting #auddevThu Jul 28 16:27:30 +0000 2011 – tweet id 96617788826861569 – #94
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@AudienceDevSpec @grizzwhit Can you share another platform you have had success with? #auddevThu Jul 28 16:27:48 +0000 2011 – tweet id 96617863485468674 – #95
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@grizzwhit definitely. #auddevif you have inventory, test it with these sites to see what return you can get. if it goes unsold, that’s a loss too!Thu Jul 28 16:28:22 +0000 2011 – tweet id 96618005903048704 – #96
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@AudienceDevSpec Please do use the #auddevhashtag to share with everyone. :O)Thu Jul 28 16:28:50 +0000 2011 – tweet id 96618124723503105 – #97
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@triadstage @audiencedevspec The initial loss is what prevents us from doing it for our Cabaret space…only $18 tix in a 90 seat space #auddevThu Jul 28 16:29:17 +0000 2011 – tweet id 96618236111622144 – #98
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@grizzwhit another platform we used last year was Mamapedia- which was as you might guess, for moms! #auddevThu Jul 28 16:29:34 +0000 2011 – tweet id 96618308920541184 – #99
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@AudienceDevSpec @AnnetteColeman must have popped off of Twitter. I’m not sure it was her artwork. Good point. #auddevThu Jul 28 16:29:37 +0000 2011 – tweet id 96618320740098048 – #100
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@grizzwhit @triadstage I’ve found most reasonable subscriber audiences will understand an orgs need to get new customers #auddevThu Jul 28 16:30:24 +0000 2011 – tweet id 96618518111461376 – #101
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@AudienceDevSpec @triadstage I have often wondered if the “Free” approach would be better than a promo is some cases. #auddevThu Jul 28 16:30:39 +0000 2011 – tweet id 96618579750957056 – #102
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@AudienceDevSpec Finding targeted promo options is a great idea. #auddevThu Jul 28 16:31:37 +0000 2011 – tweet id 96618824027222019 – #103
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@grizzwhit We had 3 new concerts, that were not an easy message to convey, so we used Mamapedia and sold out. Huge success #auddevThu Jul 28 16:31:48 +0000 2011 – tweet id 96618871276044288 – #104
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@AudienceDevSpec @grizzwhit What were the concerts? #auddevThu Jul 28 16:32:06 +0000 2011 – tweet id 96618948040200192 – #105
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@grizzwhit We would not have otherwise sold those concerts to capacity, without leveraging a new audience through mamapedia #auddevThu Jul 28 16:32:18 +0000 2011 – tweet id 96618996249534464 – #106
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@grizzwhit so my lesson there is that where/when you have opportunity, see how these would work to your orgs benefit #auddevThu Jul 28 16:32:42 +0000 2011 – tweet id 96619097936244736 – #107
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@AudienceDevSpec I think if you have empty seats to sell, why not go for a promo, but be sure to have a follow up strategy. #auddevThu Jul 28 16:32:57 +0000 2011 – tweet id 96619159131131904 – #108
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@triadstage @audiencedevspec Exactly! If you’re not getting more than a few $ then just do a special free house and get new aud that way. #auddevThu Jul 28 16:33:09 +0000 2011 – tweet id 96619209311797249 – #109
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@AnnetteColeman Sorry took a call. It was my art advertising a discount amount that they could purchase from the gallery-didn’t say purchase my art #auddevThu Jul 28 16:33:12 +0000 2011 – tweet id 96619220867092480 – #110
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@grizzwhit @AudienceDevSpec the concerts were holiday-ish, right before christmas. some orchestra and chorus members. #auddevThu Jul 28 16:33:30 +0000 2011 – tweet id 96619298876956672 – #111
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@AudienceDevSpec @grizzwhit Fun concerts. I can see why they sold. #auddevThu Jul 28 16:33:55 +0000 2011 – tweet id 96619405030592512 – #112
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@SkyArtsMgmt These Group stats are interesting, altho non-arts specific. http://t.co/1CZ7UBN #auddevThu Jul 28 16:34:07 +0000 2011 – tweet id 96619452992454656 – #113
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@grizzwhit We also use goldstar- when we give tickets at will call, we have a “sign up for our e-club list” invite in the tix envelope #auddevThu Jul 28 16:34:20 +0000 2011 – tweet id 96619509389070337 – #114
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@AudienceDevSpec @AnnetteColeman That could actually work against the gallery & maybe you if someone really wanted to purchase your art after seeing. #auddevThu Jul 28 16:34:43 +0000 2011 – tweet id 96619603194675200 – #115
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@triadstage @grizzwhit I would hope so! But we’ve had enough ppl comment on other orgs use of them that it makes us hesitant. #auddevThu Jul 28 16:34:43 +0000 2011 – tweet id 96619605887422464 – #116
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@grizzwhit take in those discount seekers, and use your own online channels to reach them moving forward #auddevThu Jul 28 16:34:47 +0000 2011 – tweet id 96619622673022976 – #117
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@AudienceDevSpec @grizzwhit I like the fact that Goldstar is event specific too. #auddevThu Jul 28 16:35:15 +0000 2011 – tweet id 96619737374654466 – #118
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@grizzwhit @triadstage that’s understandable. have you used any yet? #auddevThu Jul 28 16:35:21 +0000 2011 – tweet id 96619763173818368 – #119
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@AudienceDevSpec @triadstage The one good thing about using the promo service is extra awareness through this marketing avenue. #auddevThu Jul 28 16:36:04 +0000 2011 – tweet id 96619945269530624 – #120
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@grizzwhit #auddevits easy to make your groupon offers concert specific. you can be as broad or specific as you’d like- its your offer 🙂Thu Jul 28 16:36:08 +0000 2011 – tweet id 96619961564405760 – #121
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@AudienceDevSpec @grizzwhit Have there been any platforms that did not work for you? #auddevThu Jul 28 16:36:34 +0000 2011 – tweet id 96620070545002496 – #122
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@triadstage @grizzwhit Not yet! We closed out our season very well (yay!). We start back up in Sept so we’ll see then. I’m still so skeptical #auddevThu Jul 28 16:36:41 +0000 2011 – tweet id 96620098021896193 – #123
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@grizzwhit @AudienceDevSpec truthfully, the groupon, living social, etc are effective but they put a big strain on will call and the box office #auddevThu Jul 28 16:37:17 +0000 2011 – tweet id 96620251487281152 – #124
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@AudienceDevSpec @grizzwhit I can see that! #auddevThu Jul 28 16:37:40 +0000 2011 – tweet id 96620346584739840 – #125
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@SkyArtsMgmt Also some potential exclusivity and offer timing issues with Groupon pointed out in @frogloops article in addition to stats. #auddevThu Jul 28 16:37:40 +0000 2011 – tweet id 96620346861555712 – #126
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@grizzwhit So we are using these sparingly- which keeps the value high for the majority of our product imho #auddevThu Jul 28 16:37:51 +0000 2011 – tweet id 96620393573531648 – #127
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@AudienceDevSpec We are finding out that one size promo platform does not fit all, and make sure to tweak to fit your needs. #auddevThu Jul 28 16:38:32 +0000 2011 – tweet id 96620567117041665 – #128
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@grizzwhit if a concert isn’t selling, its not always the case that a deep discount will help it. its always a risk #auddevThu Jul 28 16:39:06 +0000 2011 – tweet id 96620706464407552 – #129
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@triadstage @grizzwhit We’re in such a small market and our prices are so low (comparatively) that it’s really hard for me to make that jump #auddevThu Jul 28 16:39:19 +0000 2011 – tweet id 96620763163009024 – #130
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@SkyArtsMgmt Has anyone tried the org. Houseseats? Used to paper a thin house, potential audience pays subscription to receive notice of comps. #auddevThu Jul 28 16:39:24 +0000 2011 – tweet id 96620781655703552 – #131
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@AudienceDevSpec @triadstage What is your normal pricing? #auddevThu Jul 28 16:39:35 +0000 2011 – tweet id 96620829814697984 – #132
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@grizzwhit @SkyArtsMgmt @frogloops thats a good point. #auddevthey want exclusive deals. now i find they ask for even more within pkg.Thu Jul 28 16:39:55 +0000 2011 – tweet id 96620913549783040 – #133
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@grizzwhit @SkyArtsMgmt @frogloops most orgs dont have bandwidth to create these special packages. i usually roll my eyes when they ask #auddevThu Jul 28 16:40:28 +0000 2011 – tweet id 96621050699329538 – #134
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@AudienceDevSpec @SkyArtsMgmt I have to say I do not like the “Paper the house” mentality since it is more along the lines of “butts in seats.” #auddevThu Jul 28 16:40:39 +0000 2011 – tweet id 96621097058967553 – #135
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@grizzwhit @SkyArtsMgmt interesting. no I haven’t used it. if we paper, we give to ppl we know directly. #auddevThu Jul 28 16:40:58 +0000 2011 – tweet id 96621178034196480 – #136
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@grizzwhit @triadstage that makes sense. i’d probably do the same thing #auddevThu Jul 28 16:41:17 +0000 2011 – tweet id 96621258699051008 – #137
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@AudienceDevSpec Yes! RT @grizzwhit: @SkyArtsMgmt interesting. no I haven’t used it. if we paper, we give to ppl we know directly. #auddevThu Jul 28 16:41:18 +0000 2011 – tweet id 96621262037716992 – #138
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@AudienceDevSpec You might as well use your comps for special gifts to people you know or want to get more acquainted with. #auddevThu Jul 28 16:41:45 +0000 2011 – tweet id 96621373543297024 – #139
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@triadstage Apologize for the Twitter spam guys, great convo going on at #auddevabout Groupon/Living Social etc and the Arts. Come join us!Thu Jul 28 16:41:55 +0000 2011 – tweet id 96621417604456448 – #140
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@grizzwhit there are definitely times when you need a good house, & paper the house. same reason that we’re mission driven, not market driven #auddevThu Jul 28 16:42:22 +0000 2011 – tweet id 96621528854179840 – #141
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@AudienceDevSpec Or, use comps for another non-profit org and be able to say you donated tickets to the underserved. Good for publicity and grants. #auddevThu Jul 28 16:42:29 +0000 2011 – tweet id 96621558155579392 – #142
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@grizzwhit community groups, students, under served ppl in your community- great papering sources. #auddevThu Jul 28 16:43:14 +0000 2011 – tweet id 96621749277437953 – #143
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@AudienceDevSpec @triadstage That is a lower price point range. I can see why 25% may not be the best thing for you. #auddevThu Jul 28 16:43:26 +0000 2011 – tweet id 96621800112394241 – #144
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@SkyArtsMgmt Not fond of papering either. If giving to own customers, u are reaching the converted. W Houseseats, move beyond your own contact. #auddevThu Jul 28 16:44:13 +0000 2011 – tweet id 96621997286621184 – #145
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@AudienceDevSpec Although, you could look at the $ as an advertising cost. A promo of this nature might work better than an ad. #auddevThu Jul 28 16:44:25 +0000 2011 – tweet id 96622045697290240 – #146
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@AudienceDevSpec @SkyArtsMgmt Unless you offer people to use as gifts to others that haven’t come before. Now that is #auddev!Thu Jul 28 16:44:58 +0000 2011 – tweet id 96622183429836800 – #147
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@triadstage @audiencedevspec That’s why we’re torn. Would love to get brand new faces, but we’d only be receiving a few dollars per ticket. #auddevThu Jul 28 16:45:11 +0000 2011 – tweet id 96622238501048320 – #148
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@AudienceDevSpec @triadstage Maybe the simple 2 for 1 would be better. You’d be getting 50% and still get new faces. #auddevThu Jul 28 16:45:50 +0000 2011 – tweet id 96622400485076993 – #149
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@grizzwhit Recently we had 4 concerts that weren’t selling… we used our own email list (ppl in our “eclub” 4 discounts) promo 2 tix for $20 #auddevThu Jul 28 16:45:58 +0000 2011 – tweet id 96622436786765824 – #150
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@SkyArtsMgmt Reaching underserved can be problematic. Takes lead time. Toronto audience have low book-ahead ratio and subscriptions declining #auddevThu Jul 28 16:46:20 +0000 2011 – tweet id 96622527018844160 – #151
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@grizzwhit We thought we’d have to use groupon to sell the rest of the seats, but we sold out using our own internal list of emails… #auddevThu Jul 28 16:46:30 +0000 2011 – tweet id 96622569284833280 – #152
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@grizzwhit …of ppl who self identified as wanting to get discount offers from us. hugely successful. #auddevThu Jul 28 16:46:51 +0000 2011 – tweet id 96622658963243008 – #153
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@AudienceDevSpec MT @parkcofield: Mixed results w/ daily deals. Doesn’t work for us on ind tkts, but great when we offer a discounted membership. #auddevThu Jul 28 16:46:54 +0000 2011 – tweet id 96622671336452100 – #154
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@grizzwhit so you can use the model of groupon, but not the rev share if you build a list of ppl that want discounts from you. #auddevThu Jul 28 16:47:15 +0000 2011 – tweet id 96622760196968448 – #155
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@AudienceDevSpec @parkcofield How much of a discount was it for the membership? #auddevThu Jul 28 16:47:16 +0000 2011 – tweet id 96622762864553984 – #156
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@SkyArtsMgmt Yes, that is a good idea! #auddevThu Jul 28 16:47:31 +0000 2011 – tweet id 96622824579547136 – #157
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@grizzwhit @SkyArtsMgmt definitely. so make connections before you need to activate them #auddevThu Jul 28 16:47:42 +0000 2011 – tweet id 96622871543156738 – #158
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@grizzwhit @triadstage @audiencedevspec yes- its an advertising cost #auddevThu Jul 28 16:48:09 +0000 2011 – tweet id 96622983778537472 – #159
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@triadstage @skyartsmgmt I think that’s everywhere. These days planning ahead is 24 hrs, 48 if you’re lucky. Planning a year is just unheard of #auddevThu Jul 28 16:48:40 +0000 2011 – tweet id 96623117027385344 – #160
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@grizzwhit @parkcofield @AudienceDevSpec interesting. whats the price point difference or offering? #auddevThu Jul 28 16:48:43 +0000 2011 – tweet id 96623128993738752 – #161
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@AudienceDevSpec @grizzwhit @triadstage This means that on the books, the loss of money is the cost of the advertising? Want to be clear for all. #auddevThu Jul 28 16:49:46 +0000 2011 – tweet id 96623393876619264 – #162
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@SkyArtsMgmt I have reluctance to offer last-minute discounts to core audience. We have trained them to wait for discounts. I offer early bird. #auddevThu Jul 28 16:49:48 +0000 2011 – tweet id 96623398486155264 – #163
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@AudienceDevSpec @SkyArtsMgmt Major debate with this. Core aud. which buys early might not mind paying full price. #auddevThu Jul 28 16:50:42 +0000 2011 – tweet id 96623627209932800 – #164
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@grizzwhit @AudienceDevSpec @triadstage could be if you need to show the loss #auddev but i’d suggest otherwise- not a loss. lead gen… #auddevThu Jul 28 16:51:03 +0000 2011 – tweet id 96623713172209664 – #165
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@grizzwhit @AudienceDevSpec @triadstage send those leads to telemarketing next! #auddevor send follow up offer to get them to come backThu Jul 28 16:51:29 +0000 2011 – tweet id 96623823184605185 – #166
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@AudienceDevSpec @grizzwhit How do you post this $ on the books since it doesn’t really “cost” to use the service. #auddevThu Jul 28 16:51:44 +0000 2011 – tweet id 96623888724787200 – #167
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@SkyArtsMgmt @grizzwhit Even with excellent existing connections, response is too slow to be practical. #auddevThu Jul 28 16:51:52 +0000 2011 – tweet id 96623920349847552 – #168
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@grizzwhit @SkyArtsMgmt love that. #auddevis about training as well, so thats hugely important.Thu Jul 28 16:51:56 +0000 2011 – tweet id 96623937236119552 – #169
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@grizzwhit @SkyArtsMgmt and in papering, 50% of folks are no shows. thats a waste. use groupon model to get some rev, commitment to show up #auddevThu Jul 28 16:52:55 +0000 2011 – tweet id 96624185387909120 – #170
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@AudienceDevSpec @SkyArtsMgmt Low book-ahead and subs declining is happening almost everywhere. #auddevThu Jul 28 16:52:58 +0000 2011 – tweet id 96624199115878400 – #171
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@SkyArtsMgmt True, but it is rewarding loyalty. And many miss the discount anyway. Plus it helps predict which performances will be popular #auddevThu Jul 28 16:53:16 +0000 2011 – tweet id 96624274474934272 – #172
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@grizzwhit it amazes me sometimes how getting someone to pay something (anything) they are more likely to show than if comp’d #auddevThu Jul 28 16:53:27 +0000 2011 – tweet id 96624319492390912 – #173
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@triadstage @audiencedevspec That’s what we’ve seen it as…hence the reasons for being skeptical…i don’t have many ad $$ to start with! #auddevThu Jul 28 16:54:24 +0000 2011 – tweet id 96624558332841984 – #174
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@AudienceDevSpec @SkyArtsMgmt There might be non-monetary ways to reward loyalty too. #auddevThu Jul 28 16:54:30 +0000 2011 – tweet id 96624583284764672 – #175
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@SkyArtsMgmt @grizzwhit Houseseats org removes no-shows from their mailing list. Maybe not an either/or. Could be used with Groupon. #auddevThu Jul 28 16:54:40 +0000 2011 – tweet id 96624626981019648 – #176
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@grizzwhit are there any other #auddevquestions? this has been a lot of fun, but I have to run for a call at the top of the hour.Thu Jul 28 16:54:48 +0000 2011 – tweet id 96624660199899136 – #177
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@AudienceDevSpec I’m almost wanting to have people have the discount early, but then giving people the option to buy at full price to support org. #auddevThu Jul 28 16:55:13 +0000 2011 – tweet id 96624762784198658 – #178
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@grizzwhit @edithwarhol @triadstage excellent. #auddevThu Jul 28 16:55:44 +0000 2011 – tweet id 96624895496163328 – #179
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@AudienceDevSpec @triadstage Perhaps try the promo w/ the loss that is similar amount to ad space and don’t purchase an ad – see what happens. #auddevThu Jul 28 16:56:34 +0000 2011 – tweet id 96625103135186944 – #180
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@AudienceDevSpec @triadstage That is if the ad isn’t working that well to begin with. If ad working, then don’t bother and stick with ad. #auddevThu Jul 28 16:56:56 +0000 2011 – tweet id 96625194529071104 – #181
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@AudienceDevSpec @grizzwhit We have 3 min. Do you want to say some final words? #auddevThu Jul 28 16:57:35 +0000 2011 – tweet id 96625360623505408 – #182
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@SkyArtsMgmt I have found early bird discount can lead to one or more early sell-outs, leading to great buzz. Works well with min. 2 week runs. #auddevThu Jul 28 16:57:46 +0000 2011 – tweet id 96625406693744640 – #183
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@SkyArtsMgmt @AudienceDevSpec How about early bird discount with a top up donation. Customer gets tax receipt for difference. #auddevThu Jul 28 16:59:33 +0000 2011 – tweet id 96625855509442560 – #184
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@AudienceDevSpec We have learned that you need to consider the target aud, the costs, the gains and losses when using a promo platform. #auddevThu Jul 28 16:59:52 +0000 2011 – tweet id 96625934324604928 – #185
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@triadstage @audiencedevspec Exactly 🙂 We’re doing fine without the extreme discounts. I’m fascinated by the whole concept. #auddevThu Jul 28 16:59:54 +0000 2011 – tweet id 96625943975702528 – #186
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@grizzwhit @AudienceDevSpec thank you for the opp to have this #auddevchat! its been fun and i’m open if others who didn’t join real time to msg meThu Jul 28 17:00:06 +0000 2011 – tweet id 96625992449273856 – #187
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@SkyArtsMgmt @AudienceDevSpec Never tried that strategy — could be interesting. #auddevThu Jul 28 17:00:06 +0000 2011 – tweet id 96625991639773184 – #188
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@AudienceDevSpec You can make the promo work for you by negotiating, limiting amounts, etc. #auddevThu Jul 28 17:00:18 +0000 2011 – tweet id 96626044773203969 – #189
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@grizzwhit target your audience, use discounts when you have an opportunity, and test various to see what works best for your org #auddevThu Jul 28 17:00:36 +0000 2011 – tweet id 96626117435330560 – #190
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@AudienceDevSpec Always have a way to capture patron data and to follow up, otherwise the promo will not be an #auddeveffort.Thu Jul 28 17:00:45 +0000 2011 – tweet id 96626154496208896 – #191
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@grizzwhit don’t be afraid- its ok to start small. #auddevis about trying new things after all, isnt it?Thu Jul 28 17:00:56 +0000 2011 – tweet id 96626200864239616 – #192
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@AudienceDevSpec Yes #auddev is about trying new things. Think about what is not working and shift that money to #auddevefforts to try.Thu Jul 28 17:01:48 +0000 2011 – tweet id 96626421543346176 – #193
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@AudienceDevSpec You have just witnessed another fun and informative #auddevchat. I hope you can join us next time. I also need guest hosts. Contact me!Thu Jul 28 17:03:02 +0000 2011 – tweet id 96626729082290176 – #194
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@AudienceDevSpec Thank you to: @triadstage @SkyArtsMgmt @parkcofield @maricarjagger @edithwarhol @AnnetteColeman for participating! #auddevThu Jul 28 17:03:46 +0000 2011 – tweet id 96626915426836480 – #195
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@AudienceDevSpec If you missed out on #auddev chat, I will be posting the transcript on my blog later today.

Thu Jul 28 17:04:13 +0000 2011 – tweet id 96627028924710912 – #196
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Audience development needed – Van Cliburn proves the arts deserve it!

I saw another listing of an orchestra filing for Chapter 11 today.  Right now I am hoping and praying that more people will start seeing the value of audience development and do what they can to give it a fair try.  It is sad to see artists and arts organizations in trouble, especially when they have so much to offer.

Yesterday was my favorite pianist, Van Cliburn’s birthday.  My Twitter friend @alanayu alerted me to a NY Times article last weekend:

Basking in Russia’s Love Long After a Musical Triumph

This article points out the love that Russian music lovers have for Van Cliburn and that he was an ambassador for the United States during international high-level meetings between the Soviet and American leaders.

It pointed out how special he was to them.  They gave him the nicknames, “Vanya” or “Vanushka.”

A Russian violinist, Artur Shtilman, recalled the tremulous words of a janitor who said the performance had left her strangely transfixed: “This young man, really just a boy — he plays, and I sit and cry. I myself don’t know what is happening to me, because I have never listened to this music, and I simply cannot tear myself away.”

Special artists and arts productions can do this for us – touch us so emotionally that  it changes us in those moments to be open to much, much more.

I was digging through YouTubes of Van Cliburn yesterday to post various clips in celebration of his birthday.  I found this absolutely amazing clip that made me feel exactly how the janitor from the article describes.  I was an emotional wreck with all the different emotions washing over me.  I share this clip with you now to show you that the arts are worth funding and that audience development is very much needed to ensure the future of the arts today.  Audience development will provide support for the arts by helping to build audiences and getting them more involved by supporting further through volunteering, donations, sponsorships and more.  Some people are naturals at it, which I feel Van Cliburn very much was.  He formed relationships with the people of a country that seemed almost impossible at the time to relate to (so we thought).  Through his music and his personality, they are still his friends and supporters, and he is still their “Vanya.”

I hope you enjoy this clip.  Notice the picture of the full house crowd intently listening to every note.  To me this example stands for everything that is beautiful about the arts.

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”

~James Stewart

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Filed under arts advocacy, Audience Development