Marketing the symphony
Did anyone see the Cincinnati Symphony's TV spots or billboards this fall? I saw some of the TV ads, which I thought were well-done, but the billboard on I-75 puzzles me. It showed pictures of clouds and said something about hearing music in heaven... ??
What's your opinion?
posted by Janelle Gelfand at 11:09 AM
10 Comments:
at 10/05/2007 01:26:00 PM 
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at 10/05/2007 02:54:00 PM 
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at 10/05/2007 03:58:00 PM 
Janelle Gelfand said...
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at 10/05/2007 04:51:00 PM 
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at 10/06/2007 02:04:00 PM 
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at 10/07/2007 08:55:00 AM 
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at 10/15/2007 08:27:00 PM 
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at 10/15/2007 09:58:00 PM 
Janelle Gelfand said...
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at 10/16/2007 12:56:00 AM 
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at 10/16/2007 04:28:00 PM 
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Post a Comment*I have seen the new promos and thought they were new and fresh and are certianly reflective of finally realizing that something has to be done.Soon.
Two things they need to keep in mind is-what are they doing different to bring people in for an evening out as an option to a movie or other entertaiment event? You can keep falling back to the ethereal/spiritual aspect of symphonic music which the most devoted keep bringing up, but only they can probably relate or your can present it as an entertainment diversion/happening that is worth considering in this cookie cutter world of entertainment options. Give them a reason to come other than...can I bear to say it..."world class" orchestra playing the classics.
The second is I think there is a definate pricing issue with going to the symphony. I go to the symphony often and pay full price at the window.As I stand in the foyer before the performance I keep an eye open to see how many young families with children and young couples are there. They just aren't there in large, or even small numbers. They are the future. If the CSO has learned anything from the recent price increases over the last couple of years is that the only thing they accomplished was drive people away to a degree that was equel to the increases. An evening out to the symphony for young families and couples is just to pricey of an endeavor so they go elsewhere with the finite amount of disposible income they have.
In closing the video presentation by Paavo Jarvi just before the concert is great. An expanded idea from last year that was not utilized to its utmost. Now is the time to consider large screens showing the concert as it happens. It is the only way to get a generation of people who grew up on MTV and that talking video box in their homes to begin to embrace symphonic entertainment.
Adaption of the venue to vehicle the audience is most used to absorning its entertainment will assure symphonic music doesn't go the way of chariot races.
Steve Deiters/Oakley
Is there any way to put a picture up so those of us from further away can see what you are writing about? You have me quite curious now!
I couldn't find the billboard today so it must already be down. I'll see if I can get a jpeg of it. It was pretty, just kinda confusing! And too many words to try to read while driving. And I like the video preview by Paavo, just before his concerts. People around me liked them, too, but others, I heard, did not...
Steve, I love the idea of large video screens outside of Music Hall. (Bill Donabedian, are you reading this???) The San Francisco Opera just filled an entire stadium for a big-screen show beamed live from the Opera House. I'll try to post some of those photos soon.
You can count me among those who love the Paavo video presentations. Actually, I wish they were just a bit longer. Did anyone else see the one for the first concert on YouTube? That's neat, I guess; but I don't do much on YouTube. I would love to see these as spots on TV.
BTW, I'm 24 and am taking full advantage of the student tickets (no, I'm not CCM, if you're wondering). I admit, though, that I'd probably have to cut in half the number of concerts I can see if I couldn't have the student discount.
I think the billboard was something like: "Come hear heavenly music without paying the price".(ie--dying) Rather ironic since the tempest (in a teapot?) over the recent price increases.
It's a start: Drab or non-existent marketing has been replaced with up-to-date marketing. But here's a major piece of the problem: the orchestra, and many others like it, fail to bring the orchestra into the homes of millions around the tristate and nation.
People often look down their noses at the 'video box', but fail to realize that it was Bernstein and his inventive Young Peoples Concerts that beamed the NY Phil into the homes of millions and ALSO educated people about music. You see, Lenny got it - and he understood that if you were going to proletarianize the orchestra experience, you simply HAD to reach people where they were at (or at least his marketing directors did). You know, my father to this day remembers the "Peter and the Wolf" broadcast. He also deeply appreciates symphonic music and attends the regional orchestra with my mother when they have the urge to go.
So, the CSO has a golden opportunity: it's a large market. Why not work out a deal with one of the various stations to do a concert series and feature local talent? Why not take the high brow and create an experience that doesn't 'degrade' the role of the orchestra, but creates a reason to watch and also develop a taste for some folks. The Pops would be one option. But why not put Paavo and the orchestra in their full splendor on the boob tube?
Here's another option - you could do reality TV - AHHHH - for example, this weekend, they're doing bassoon auditions. Why not do a version on WCPO called American Bassoon Idol...HA! Why not?! They could interview up-and-coming musicians and tell their stories...how interesting would that be. (Of course, audience voting might not be a wise idea, but imagine the press)...
You see, this has to be done MORE than just once and it has to be innovative, though. It has to be built into a program similar to Bernstein's. And, it has to have a reach beyond the PBS crowd.
In my opinion, until the CSO and its board take steps to break barriers, struggles to get interest will continue. They can go to Lakota and do kiddie concerts all they want, but until they infuse themselves into the community as an accessible, integrated community institution the decline will continue.
I think the funders would jump at the chance to improve the culture and cultural access of the orchestra. All the board needs do is ask...
Nathan
The billboard is horrible....just what we want people to think of when they think of coming to the CSO....death..... isn't that already happening...slowly but surely......
I can't believe in a town with P&G and all of its advertising brains (and some of them are on the board) that the symphony couldn't come up with something more snappy or attention-grabbing. The brochures this year say "Find yourself... at the symphony." Does that make you want to go?
Speaking of CSO brochures
and the lack of a list of whole season concerts-there are 3 Series, no total list, and you must turn page after page to find the dates. Someone is trying to save money and cutting down the size
but by then it is easier to just give up & forget.
Janelle, the new marketing person started recently,I believe. Why not check that out.
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