Page 13 - The Strad (February 2020)

On the beat

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and quadrupled its donor base in just ve years. ‘It’s the people who 9'8=-$'9 ;3 1<9-$W ;,'8 1<9-$!£
are newer, less loyal and eeting that we should be worrying about, ,323<89 -2$£<&'& ! (38 ',<&-
because our business model depends on our ability to convert those '2<,-2Z9 #-3+8!6,'8 <16,8'@
people into loyal patrons,’ she says. ‘ ey’re not loyal because of a <8;32T !2 (38 $3ষ9, $31639'8
lack of knowledge or understanding about the art form. It’s our job '£'2 8-1'T >,-£' 2+£-9, $31639'8
to ll in that knowledge gap so they feel comfortable and excited by <&-;, -2+,!1 >!9 1!&' !2 W
what we are doing.’ Bergauer believes in a marketing strategy that
replaces traditional sales messages with educational content. ‘ is is £'='£!2&
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about providing value to the customer or potential customer in the T &-='89-;@ +8!2; bit.ly/2rJkepA
currency of interesting information,’ she explains. ‘When we do that, ,' £'='£!2&
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it is more likely to elicit a ticket sale. e irony is that by not so ,!9 8'$'-='& !
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overtly selling, we in turn sell more.’ e theory goes: educate 6,-2? 8+!2-A!ধ32 ;3 £!<2$, !2 -2-ধ!ধ='
through content to create an a nity with the brand, which in turn (38 +8!&<!;' 9;<&'2;9 3( (8-$!2f 1'8-$!2
results in consumer trust and, ultimately, sales. Bergauer argues !2& !ধ2? &'9$'2;T @3<2+ 683('99-32!£9
that to achieve retention, this approach must be coupled with an !2& /<2-38 (!$<£;@W Y ,' 3>'8 3( '!$,'89V
enhanced concert experience informed by audience research, -99-2+ -20 -2 -='89-(@-2+ ;,'
in addition to marketing to rst-timers with discounted returns, $!&'1@Z g !2 ;>3f>''0 $3<89' ;3 #'
rather than bombarding them with disparate sales messages. ,'£& -2 9<11'8 g -9 &'9-+2'& ;3
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oncerning digital marketing for concerts, Still believes it (38 ! 9<$$'99(<£ $!8''8 -2 !$!&'1-!T
‘doesn’t work, at least not yet, for subscriptions. I am not $3!$,-2+ 68396'$ধ=' 1<9-$ 683('99389
Cat all sure it ever will, because a subscription is a high-quality ;3 9'$<8' ! /3# 38 !$,-'=' ;'2<8'W
and demanding product. e buyer wants print. I am surprised
myself, but that is the reality.’ In Bergauer’s experience, however, !8#-$!2 <!8;'; /3-29 3<2+ 8ধ9;9
digital content is crucial. ‘According to the Pew Research Center, 9$,'1' bit.ly/2QxKOdC
among US adults of all ages, more people are using social media, ,' 32&32f#!9'& !8#-$!2 <!8;'; -9 32'
rather than print, to get news. We have got to get it out of our heads 3( ;,8'' 8'$-6-'2;9 3( ;,' ; 3,2Z9 1-;,
that older adults do not engage with social media or the internet, or 7<!8' 3<2+ 8ধ9;9 9$,'1' (38 g W
use smartphones. My advice, though, is not to try to be everywhere. ,' !>!8& 3ø'89 >-22'89 ! 1-2-1<1
Instead, focus on two or three channels and be really exceptional.’ 3( ;,8'' $32$'8; &!;'9 !; ;,' 32&32
Fabienne Morris, director of communications and marketing ,!££ 3='8 ;,' $3<89' 3( ;,' 9'!932T 6£<9
at Intermusica, agrees. ‘Leonidas Kavakos wasn’t convinced about $!8''8 +<-&!2$' !2& 9<6638;W !<2$,'& -2
social media to begin with but over the years, and with some T -; !ħ8!$;9 !83<2& !66£-$!ধ329
guidance from us, he has become fantastically successful on !22<!££@T !2& !$$'6;9 #';>''2 ;,8''
Facebook and Instagram. On social media in particular, people !2& 9-? !8ধ9;9 38 '29'1#£'9W
want to be entertained, feel informed and stay connected. What
you’re really trying to do is pique their interest to the extent that
they are intrigued enough to convert that curiosity into a
transaction.’ Is there an especially crucial channel? ‘ e website
is the greatest marketing asset we have,’ Bergauer says. ‘Nothing
touches more people each year than the website – not concerts, not Do you have a topical story
JAKE TURNEY social media, nothing. It is the most public-facing ambassador for concerning the string music world?
our organisations, and the rst place people go to. I can’t emphasise
Email us at thestrad@thestrad.com
enough how much this industry as a whole is missing this.’
www.thestrad.com FEBRUARY 2020 THE STRAD 13