How Orchestras Can Use Influencer Marketing

I recently had a discussion with a large group of artist managers at a top New York management firm about influencer marketing. I posed the question: Have you seen classical presenters using influencer marketing? Most of these managers were aged between late-millennial to Gen-X. None of them had seen this type of thing being done—not even at top presenters such as the major orchestras and opera houses. The age-range of these managers is important because “outside of classical music”, they are engaged on social media enjoying many beautiful Instagram accounts that track hip events, … Read more

Authenticity FTW

We are bombarded with hundreds, even thousands of marketing messages each day. What cuts through that clutter is engaging, authentic content that your target audience can relate to. A recent article in Forbes asserts that a great way to do this is through user-generated content (UGC) and I don’t disagree. According to a 2014 study conducted by Cohn & Wolfe, 63% of consumers would prefer to do business with a brand they view as more authentic than its competitors. Authentic content can provide customers with an engaging visual experience — what’s more real … Read more

Out, Damned Jargon! Out, I Say!

jargon noun  jar·gon  \ ˈjär-gən , -ˌgän \ 1 : the technical terminology or characteristic idiom of a special activity or group sports 2 : obscure and often pretentious language marked by circumlocutions and long words an academic essay filled with jargon Arts organization descriptive copy is filled with jargon. We have lots of words that are specific to our art form which we use to describe our organization or events. The problem with this is that people who are not familiar with us don’t understand what we are saying. It is like we are speaking a foreign language. It is hard to … Read more

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