Most failing music venues haven't done a good job of marketing themselves (bad locations and poor business practices are other contributing factors).
Here's an example of a performing arts venue that is using sophisticated tools, some of which might be adaptable to a broader spectrum of music. Of course, a rock club that brings in a wide variety of bands, not all of them good, may find it harder to presell tickets than an opera company that is staging a known performance which will play multiple nights.
Still, music venues do need to consider all "best practices" if they hope to survive.
Arts center sings multichannel tune: "The Brooklyn Academy of Music is the nation's oldest continuously operating performing arts center, with its first season in 1861.
"What does a 145-year-old theater have to do with online sales and marketing? Surprisingly, it employs some of the most cutting-edge technologies around, including video, thanks to a recent upgrade to its e-commerce site....
"The academy's facilities include a 2,000-seat opera house, a 900-seat theater, art house movie theaters as well as a cafe and a retail store....
"Besides video marketing, BAM has had success with e-mail. Its 80,000-customer database includes 40,000 opt-in e-mail addresses, acquired through the bam.org e-commerce site or at a kiosk in the theater's lobby.
"'We have a very low unsubscribe rate,' [said Stephen Litner, senior manager of marketing for BAM.] 'Our click rates are 7 percent, and our open rates are 30 percent.'
"E-mail newsletters about planned performances are sent weekly. Additional e-mails on upcoming performances go to customers based on their preferences. And because these e-mails are so targeted, they have an even higher open rate than the weekly newsletters. E-mails offering discounts are used only to acquire customers, because BAM does not want to train customers to depend on coupons."
New York
classical music
live music
clubs
music promotion
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