Over the past week I have seen PR come out of the Boston Symphony Orchestra that has made the marketing part of my brain smile. The BSO is going through an attitude change. They are going after a new younger audience. They are becoming very 21st century.
If you are under 40 years of age, you can purchase tickets to the BSO for only $20. Normal ticket prices range from $29 to $115. This promotional offer is available for 13 performances during the season. This does include performances by Music Director James Levine. This is a very smart move by the BSO. It is another example of “out of the box” thinking. This promotion will have a direct impact on filling seats and creating a long term customer. Bravo!
The BSO is also going digital. They announced that you will be able to purchase downloadable BSO music from their website. Music lovers will be able to purchase music from the BSO, Boston Pops, Chamber Players, and Tanglewood Music Players right to your computer or mp3. They have been offering podcasts of performance previews (audio and video) for a while. Again this appeals to the younger generation but it also helps with bringing them up to speed with how we listen to music.
Market As A Combo
We have discussed this past year social network marketing and mobile marketing but not using the two in a combined effort. The two work very well together. Everyday more social network users are going mobile with the social networking thing. Most mobile phones have apps that allow instant access to your favorite social site. MySpace, Facebook, and Twitter all have mobile applications. MySpace just announced that they are going to offer video through their mobile app. As marketers, we should start thinking how we can use these combined media to our advantage.
Tags: Boston Pops, Boston Symphony Orchestra, BSO, Chamber Players, downloadable, Facebook, James Levine, mobile apps, MySpace, social networks & mobile, Tanglewood Music Players, ticket promotion, Twitter, under 40 promotion