Are You Spending Enough Dollars on Digital?
For David Postill, the vice-president of marketing for Toronto Symphony Orchestra, the answer was clearly no. Since stepping into his role in January 2015, he’s put digital first.
Now, more than one quarter of its annual marketing budget is dedicated to digital media, reports Chris Powell for Marketing Magazine.
“One of Postill’s first priorities was re-launching the TSO website with an emphasis on mobile functionality, followed by … embracing what he called ‘relationship-enriching’ technology,” the article continues.
For instance, the website now offers an online chat functionality, allowing patrons to receive real-time customer support. And TSO plans to prioritize social media, filming performances and back-stage activity to share on social.
All of these initiatives are working: According to Powell, the TSO is “set to grow its audience for the first time in six years. It has enjoyed 30 sold-out performances year to date – including 12 consecutive full houses – while attracting 20,000 first-time symphony-goers. About 60% of the TSA’s ticket sales are now conducted digitally.”