Marketing in a symphony orchestra program

[shari_louise84]

I want to run an ad in a program for a symphony orchestra. The orchestra puts on about 6 concerts a year and attracts an upscale audience. A half page ad for all of the concerts costs $350.

What should I put in it? I am thinking of putting in a special time offer. If they call withing 7 days of the concert and book the appointment within 1 month, they can get the special offer. Maybe a free ad on treatment? Or cash off an hour session?

Any other ideas?

 

[Crow]

The upscale audience won't redeem a "coupon", generally. They want your info and they want to know that you are accustomed to working with "upscale" clients. Add-on treatments are good, but I'd think cash off wouldn't work so well. A time limit like you suggest is good, so that they need to call you before forgetting they saw your ad.....and you have to have an offer to go with a time limit. Many will take the program home, so I think it is a great idea to advertise there! Let us know how it goes!

 

[cairo]

I like the fact there are multiple concerts. You get your ad in for the season instead of just once in a while.

People go to those things and have nothing to do if they get there early, so they look at the program, flipping through it page by page by page over and over again.

You are right, putting a coupon in probably wouldn't work for this crowd. I have been to these concerts before, and most of the ads are plain old bill boards. They just say, "Hey! This is my business name, address, and phone number." One restaurant had a small blurb advertising a deal the night of the concert.

I could just say call within 7 days and book within a month of the concert and get a free paraffin foot treatment with a 60 or 90 minute session, please notify us of this offer at time of booking. That way, they don't have to bring in anything, they just let us know when they call. It is not like I will be giving away tons and tons of these things. One or two is all it will bring in. If it brings in more than that, Woo Hoo!! But seriously, ya gotta be realistic.