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					The Sydney Symphony
A presentation by Victoria Doidge
Director Market Development
     THE SYDNEY SYMPHONY
• Is Australia’s flagship orchestra
• Is a 70-year-old brand and a leading Australian cultural institution
• In 1995 was corporatised as an independent organisation from its
  parent company the ABC
• Performs over 100 concert per annum at our home the Sydney
  Opera House and regularly tours regional NSW
• Has a highly respected education that reaches 28k students per
  annum
• Concerts are attended by approximately 350,000 per annum

Company Purpose
The Sydney Symphony will enrich the cultural identity of Australia by
  performing great orchestral music with a distinctive style and
  presenting the highest quality musicians: our performances will
  entertain, educate and inspire audiences.
             INCOME ANALYSIS
             Orchestral Hire
                               Interest Income
                 Fees
                                     2%
                  3%
                                          Other
Individual
                                           1%
Donations
   5%

 Corporate
                                       Ticket Sales
Sponsorship
    3%                                     36%




              Government       Income 2002
               Funding
                 50%
CORPORATE PARTNERS
THE PROGRAM-LED RECOVERY
In 2001 the Sydney Symphony was confronted with:
• A dramatic decrease in ticket sales
• A loss of major sponsors owing to economic downturn
• Perceived changes in audience buying trends – specifically
   down turn in subscription acquisition

In 2002 Sydney Symphony conducted extensive market
   research in the area of customer segmentation which has
   underpinned a company-wide strategy called the Program-
   Led Recovery.

Performances of core repertoire are now accompanied by less
  traditional programming styles targeting new audiences.
         AUDIENCE RESEARCH
Research was conducted by Taylor Nelson Sofres

Using
• Focus groups
• Qualitative research

Outputs
• Identification of audience segments
• Measurement of satisfaction levels
         Audience Segment                                                             Program Modules
     Segment            Characteristics                     Module - Style                                      Sample
A   Conservative    Knowledgeable about core           Module 1                             Sample program for A:
                    repertoire                         Major artists, large scale           Conductor:            Edo de Waart
consumer            Predominantly older/conservative   symphonic repertoire, full printed   Soloists:             Donald Kaasch (tenor)
                    taste                              program,                                                   Nancy Maultsby (mezzo-
                    Typical of long-standing           full pre-concert talks               soprano)
                    subscriber base                                                         MOZART                Symphony No.41 (Jupiter)
                                                                                            MAHLER                Das Lied von der Erde (The
                                                                                            song of the earth)

B    High           Lighter repertoire                 Module 2                             Sample program for B:
                    No less committed                  Popular well-known works,            Conductor:              Alexander Lazarev
interest/passion    Some degree of musical             mixture of established artists and   Soloist:                Susie Park (violin)
                    knowledge                          young performers, informal style,    TCHAIKOVSKY             Romeo and Juliet Fantasy
                    Wide cultural consumers            talking from the stage, printed      Overture
                                                       programs consistent with style       TCHAIKOVSKY             Violin Concerto
                                                                                            TCHAIKOVSKY             Symphony No.4

B1   “Triallers”    More contemporary presentation
                    tastes
                                                       Can occasionally introduce less
                                                       traditional repertoire and/or
                                                                                            Sample program for B1:
                                                                                            Conductor:             Michael Christie
     (Opportunity   Respond to cross-over / Festival   crossover artists, still presented   Soloist:               James Morrison (jazz
)                   style events                       informally and introduced from       trumpet)
                    Offer driven – respond to          the stage                            RODGERS                Slaughter on 10th Avenue
                    strong/unique propositions                                              KOEHNE                 Concerto for jazz trumpet
                    Trust cultural brands                                                   BARBER                 Adagio for strings
                    Uncommitted but available                                               BERNSTEIN              Symphonic Dances from
                                                                                            West Side Story

C   Big Night       Professional with disposable       Module 3                             Sample programs for C:
                    income                             A significant celebrity artist       •Kennedy plays Beethoven’s Violin Concerto
Out                 Cherry-pick landmark events        performs with the Orchestra or a     conducted by Edo de Waart
    (Increased      Culturally well versed             landmark musical event               •Barbara Bonney sings songs and arias by Mozart and
                    Time-poor = less committed         occupies the entire program          Richard Strauss
    Opportunity)    Constant consumers of the best                                          •Wagner’s opera Tristan und Isolde in concert with a
                    offerings in each artform/field                                         significant international cast
                    Less price-sensitive

D   Knowledge       Primary, secondary, tertiary       Module 4                             Sample program for D:
                    students                           Devised to meet specific             Conductor:              Richard Gill
Seekers             Adults seeking knowledge           education criteria, focus on         Soloist:                Slava Grigoryan (guitar)
                                                       Australian composers and             Narrator:               Eric Bana
                                                       performers and on young artists,     PURCELL                 Abdelazar: suite
                                                       always introduced from the stage     BRITTEN                 Young person’s guide to the
                                                       and presented in a more relaxed      orchestra
                                                       and informal manner.                 WESTLAKE                Antarctica: suite
                                                                                            ELGAR                   Enigma Variations
E   Developers      32-45 y.o.                         Module 5               Sample program for E:
                    Tertiary educated                  Stand-alone programs   Nick Cave with the Sydney Symphony
    (Opportunity)   Culturally aware
                    Look for relevance/shared values
                    Peer-influenced
                    Largely uncommitted to cultural
                            institutions
                    Potential future audience
                    Relatively wealthy
                    May or may not have children


F   Spectaculars    Non-traditional geography                                 Sample program for F:
                    Entertainment/spectacle focus                             Classic Spectacular at the Sydney SuperDome
    (New)           Small comfort zone/conservative
                    ‘Superdome’ / ‘Symphony In The
                            Domain’


G
    Rural/Outreac
    h
          PRODUCT DEVELOPMENT
The Sydney Symphony now uses its customer segmentation
  analysis to underscore its product development.

It presents ten series of concerts each year to focus on its core
    segments – the Electrolux Masters series targets the
    conservative consumer; the Morgan Stanley Music series
    targets the emerging-audience segment

In addition it has created a new arm of ‘commercial’
   programming that focuses on audience growth to the
   developers and spectaculars segments – Valentine’s concerts
   and collaborations such as Dionne Warwick
 MEDIA BUYING AND CREATIVE
Total media spend in 2003 was $1.137M and resulted in approx
  $10M in ticket sales

Media buying and creative is geared towards segments:
- Older conservative consumers respond to traditional media
  channels SMH, 2UE, 2GB
- The trialler segment responds to less traditional media such
  as cinema, online, outdoor
- The Big Night Out segment is geared toward more corporate
  media – Financial Review, BRW, Bulletin, TV
                  CHALLENGES
Current marketing challenges include:
• How to attract new audiences and appeal to a wider range of
  segments
• How to optimise its customer life cycle
• Reinvent its subscription model for a contemporary audience
• Increase its yield per seat with finite inventory
• Control marketing budgets in an increasingly shorter selling
  cycle (more sales later in the cycle creates pressure to spend)
 CURRENT STRATEGIC PROJECTS
   FOR THE MARKETING TEAM
Audience Satisfaction – develop tools to measure
    satisfaction
Customer Relationship Management (CRM) – develop or
    acquire the appropriate software to interface with our
    ticketing system
Brand Audit – consult all stakeholders in a brand audit
    process and set guidelines
B1 Audience Growth – grow understanding of this
    emerging audience
2004 Opening Night – a seasoning opening event that is a
    landmark in Sydney’s annual calendar
Dynamic Pricing – trial dynamic pricing for select high
demand concerts
                 2003 RESULTS
The Program-Led Recovery showed strong positive results in
  2003:
• The company will announce a substantial surplus in its annual
  results
• Single ticket sales have grown by 35% year-on-year
• Corporate partner revenues have increased substantially
• The ROI from the marketing $ improved significantly
• Strong foundation of media relationships – such as Herald
  Sun CD

				
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posted:9/7/2011
language:English
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