I just read Chicago Symphony Orchestra’s 2019/20 Season Catalog. The publication contains nearly 130 images and not a single one shows customers enjoying their time together at an event.
Research consistently demonstrates that people go to arts events to share meaningful experiences with people they care about and want to spend time with.
Effective marketing demonstrates how a product will satisfy customer desires.
Thus, if you know your customers want meaningful experiences to share with others, you’ll do two things:
- Show people enjoying one another’s company while consuming your product.
- Show why your product is the best product to share.
In other words, you’ll do what professional marketers do and make your marketing content about your customers and about how happy they’ll be when they buy what you’re trying to sell.
Chicago Symphony Orchestra’s marketing shows how wonderful and important the Chicago Symphony Orchestra thinks their customers should think the Chicago Symphony Orchestra is.
In a statement about its current labor dispute, the CSO says it’s working tirelessly every day to earn enough money to keep its artists well compensated.
Given how vitally important it is for arts organizations to be more engaged with their customers’ desires and expectations, I can’t help wondering how much work it would take to replace a few of those 130 selfies with pictures of concert-goers having a great time together at an event.
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