Instrumental move to engage a new audience

Collaborating for ongoing and shared success

In 2008, a group of London orchestras and venues together formed London’s Orchestral Marketing Consortium.

Using shared box office data combined with experience and know-how this group has collaborated for on-going shared success, striving to overcome the obstacles engaging infrequent orchestra attenders.

It was clear that a collaborative approach to such a campaign made sense. The target audiences were neither venue or orchestra ‘loyal’, and in attracting these attenders the orchestras and venues were not in competition – as they were infrequent.

The first of these collaborative approaches was a campaign called Music to Remember. The campaign sought to mitigate factors such as unfamiliarity with orchestras and venues. A partnership with Time out provided a trusted source and endorsement to help potential audiences navigate through fewer more targeted options written in clear, jargon-free language designed to connect on an emotive level – so the reader knew what to expect at a concert.

Results

As a discrete, time-limited campaign focused on driving previous infrequent attenders to concerts to the Time Out website via direct mail and emails, the campaign gave a return of 57p for every pound spent. The response rate was higher than the average, with 4% of those contacted visiting the website and 3% of households contacted buying at least one ticket. In addition to this, a quarter of unique visitors to the site also made a return visit.

The London Orchestral Marketing Consortium includes four venues:
Barbican Centre, Cadogan Hall, Royal Albert Hall and Southbank Centre.

The eight Orchestras included:
BBC Symphony Orchestra, London Philharmonic Orchestra, London Sinfonietta, London Symphony Orchestra, Orchestra of the Age of the Enlightenment, Philharmonia Orchestra and the Royal Philharmonic Orchestra plus the BBC Proms.