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The Sydney Symphony

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In 1995 was corporatised as an independent organisation from its parent company the ABC ... Soloist: James Morrison (jazz trumpet) RODGERS Slaughter on 10th Avenue ... – PowerPoint PPT presentation

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Title: The Sydney Symphony


1
The Sydney Symphony A presentation by Victoria
Doidge Director Market Development
2
THE SYDNEY SYMPHONY
  • Is Australias 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.

3
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4
INCOME ANALYSIS
5
CORPORATE PARTNERS
6
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.

7
AUDIENCE RESEARCH
  • Research was conducted by Taylor Nelson Sofres
  • Using
  • Focus groups
  • Qualitative research
  • Outputs
  • Identification of audience segments
  • Measurement of satisfaction levels

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10
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 Valentines concerts and
    collaborations such as Dionne Warwick

11
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

12
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)

13
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 Sydneys annual calendar
  • Dynamic Pricing trial dynamic pricing for
    select high
  • demand concerts

14
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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