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Idea for 04-05 Classical customized subscription packages: Composer preference Hypothesis: The buying history of classical single-ticket households can.

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Presentation on theme: "Idea for 04-05 Classical customized subscription packages: Composer preference Hypothesis: The buying history of classical single-ticket households can."— Presentation transcript:

1 Idea for Classical customized subscription packages: Composer preference Hypothesis: The buying history of classical single-ticket households can indicate a composer preference. This can be used to identify and create Classical 3- and 4-concert subscription packages that would appeal to these households. In this short study we will look at the buying history of households that attended 5+ classical concerts from to the present (where classical consists of Classical, Casual Classics, and Sommerfest/Musicfest classical concerts) and who do not have a Classical subscription (as of 9/16/04. From these findings I made the following conclusion: Conclusion: We should package each set of concerts of five particular composers and target them at all patrons in the Metro-area with a 33% or greater preference for these composers (regardless of the number of concerts they have attended in the past). Almost 800 of these prospects are members of the Club and should be marketed by . This demonstrated composer-preference can also be used in programming for upcoming seasons. Use your and keys to navigate.

2 Idea for Classical customized subscription packages: Composer preference Composer Households with 50%+ of 5+ concerts % presence in subject programs BERNSTEIN, Leonard195.44% BRAHMS, Johannes129.46% BEETHOVEN, Ludwig Van % TCHAIKOVSKY, Peter Ilyich87.45% PROKOFIEV, Sergei78.88% SHOSTAKOVICH, Dmitri78.88% MAHLER, Gustav68.60% MOZART, Wolfgang Amadeus % STRAUSS, Richard59.46% NIELSEN, Carl49.17% STRAVINSKY, Igor46.30% WAGNER, Richard35.44% BARTÓK, Béla25.73% COPLAND, Aaron23.15% HAYDN, Franz Joseph26.02% SIBELIUS, Jean26.88% MACMILLAN, James11.43% ORFF, Carl10.86% RACHMANINOFF, Sergei12.87% RAVEL, Maurice18.02% Subject programs are Classical, Casual Classics, and those Sommerfest & Musicfest programs with a Classical repertoire. Households are identified by: LAST NAME+ZIP5+BLDG#+APT#+PO BOX# % presence is the frequency with which a composer was played for the period If two or more works of a composer are played during one program (i.e., series of related Event_IDs), the composer is counted only once. Notice that for this population of households, a composers frequency is not necessarily indicative of single-ticket buyer attendance. For example, Ravel was played more often than Bernstein (8% vs. 5%), but Bernstein scored much higher. Observations: In the buying history of households that attended 5+ classical concerts from to the present (where classical consists of Classical, Casual Classics, and Sommerfest/Musicfest classical concerts) and who do not have a Classical subscription (as of 9/16/04), we see that: 10 composers are the definite preference of 104 of these households This is demonstrated by 50%+ of their concerts featuring just one of these 10 composers. Use your and keys to navigate.

3 September 20, 2004 Composer HHs with 33%+ of 5+ concerts % presence in subject programs BEETHOVEN, Ludwig Van % BERNSTEIN, Leonard975.44% BRAHMS, Johannes729.46% PROKOFIEV, Sergei698.88% SHOSTAKOVICH, Dmitri688.88% MOZART, Wolfgang Amadeus % MAHLER, Gustav628.60% STRAUSS, Richard629.46% NIELSEN, Carl489.17% TCHAIKOVSKY, Peter Ilyich457.45% STRAVINSKY, Igor346.30% RAVEL, Maurice288.02% SIBELIUS, Jean266.88% HAYDN, Franz Joseph246.02% WAGNER, Richard215.44% COPLAND, Aaron203.15% RACHMANINOFF, Sergei192.87% DVORÁK, Antonín164.87% BARTÓK, Béla135.73% BERLIOZ, Hector134.87% MENDELSSOHN, Felix133.72% GERSHWIN, George122.01% ELGAR, Edward94.58% RODGERS, Richard90.86% SCHUMANN, Robert93.44% BARBER, Samuel71.72% VERDI, Giuseppe73.15% ADAMS, John53.15% DEBUSSY, Claude55.16% IVES, Charles51.15% ARGENTO, Dominick42.01% HOLST, Gustav41.43% MACMILLAN, James41.43% RAUTAVAARA, Einojuhani41.72% ARNE, Thomas30.86% ORFF, Carl30.86% SCHUBERT, Franz32.29% BERG, Alban22.29% FAURÉ, Gabriel-Urbain22.58% LISZT, Franz22.58% MASSENET, Jules22.01% MOSZKOWSKI, Moritz22.01% ROSSINI, Gioachino22.58% STRAUSS, Johann, Jr.21.43% VAUGHAN WILLIAMS, Ralph21.72% BRITTEN, Benjamin12.01% CHÁVEZ, Carlos11.43% CHOPIN, Frédéric12.01% DIAMOND, David11.15% HANDEL, George Frideric10.86% HINDEMITH, Paul12.01% PAULUS, Stephen11.72% RIMSKY-KORSAKOV, Nikolai10.86% SCHUMAN, William11.15% SCHWERTSIK, Kurt10.86% SKROWACZEWSKI, Stanislaw17.74% WEBER, Carl Maria Von11.72% Note that the Top 10 composers by households with 33%+ occurence are the same Top 10 as the 50%+ households in the previous screen. Only the order is changed slightly. Among this broader population of households, the frequency with which a composer is played is more indicative of probable preference. Once again, however, Bernstein is a notable exception. In this same population of households, we see: These same 10 composers are the probable favorites of 649 of these households as demonstrated by 33%+ of their concerts featuring just one of these same 10 composers. Use your and keys to navigate.

4 Specific examples: Bernstein aficionados Prologue IDAddress_NameCityProductEvent_IDEvent_NameDate RochesterClassical2SHB12JANEBernstein the Composer12-Jan-02 RochesterCasual2CCT09MAYECopland's Appalachian Spring09-May-02 RochesterMusicFest2VMF29JUNECandide29-Jun-02 RochesterMusicFest2VMF13JULEGershwin's Rhapsody In Blue13-Jul-02 RochesterMusicFest2VMF20JULEEngland And Beyond20-Jul-02 RochesterClassical3MFE08NOVEDebussy's La Mer08-Nov-02 RochesterClassical4MTE05NOVE100th Anniversary Concert05-Nov-03 RochesterClassical4MTE26NOVEPeter Serkin Returns26-Nov-03 MinneapolisClassical2FM126OCTEOue Conducts Gurre-Lieder26-Oct-01 MinneapolisClassical2ODT10JANCBernstein the Composer10-Jan-02 MinneapolisClassical2OHA04APREPerlman Conducts Beethoven04-Apr-02 MinneapolisClassical2CDT30MAYCEiji Oue's Finale30-May-02 MinneapolisMusicFest2VMF30JUNECandide30-Jun-02 MinneapolisMusicFest2VMF23JULEDaniel Rodriguez23-Jul-02 MinneapolisMusicFest2VMF01AUGCRodgers, Hammerstein, & Hart01-Aug-02 MinneapolisMusicFest2VMF02AUGEAmerica Sings02-Aug-02 MinneapolisClassical4SPA25APRAVanska Conducts Sibelius25-Apr-04 PlymouthClassical2FM111JANEBernstein the Composer11-Jan-02 PlymouthClassical2SHB12JANEBernstein the Composer12-Jan-02 PlymouthClassical2WM116JANEBernstein the Conductor16-Jan-02 PlymouthClassical2FM431MAYEEiji Oue's Finale31-May-02 PlymouthClassical2SHB01JUNEEiji Oue's Finale01-Jun-02 PlymouthMusicFest2VMF30JUNECandide30-Jun-02 PlymouthMusicFest2VMF13JULEGershwin's Rhapsody In Blue13-Jul-02 PlymouthMusicFest2VMF19JULEBritish Bravado19-Jul-02 PlymouthMusicFest2VMF20JULEEngland And Beyond20-Jul-02 PlymouthClassical3MFE29NOVEEiji Oue Conducts Beethoven29-Nov-02 PlymouthClassical3MFE18APRESt. Olaf Choir Sings Faure18-Apr-03 PlymouthClassical4MSE08NOVE100th Anniversary Concert08-Nov-03 PlymouthClassical4MTM20NOVMSymphonie fantastique20-Nov-03 PlymouthClassical4MSE29MAYEOrff's Carmina burana29-May-04 Bernstein concerts are highlighted in yellow. Use your and keys to navigate.

5 Idea for Classical customized subscription packages: Composer preferenceSeptember 20, 2004 Composers who are featured in more than one program 8 of the Top 10 most popular composers are included in the season. They are highlighted in blue. The other 2 composers are not included at all: Leonard BERNSTEIN Richard STRAUSS # of programs Composer Last Name Composer First NameProductSeason 5NielsenCarlClassical MozartWolfgang AmadeusClassical BeethovenLudwig VanClassical BrahmsJohannesClassical MahlerGustavClassical ProkofievSergeiClassical ShostakovichDmitriClassical BachJohann SebastianClassical SkrowaczewskiStanislawClassical TchaikovskyPeter IlyichClassical SibeliusJeanClassical WagnerRichardClassical Use your and keys to navigate. Of these 10 most popular composers, five are featured in the Classical season: Beethoven, Brahms, Shostakovich, Prokofiev, and Mozart (not including Casual Classics). Some of them are the subject of the Music Up Close lecture at the concert where they will be played.

6 In the buying history of households that attended 5+ classical concerts from to the present (where classical consists of the products Classical, Casual Classics, and Sommerfest/Musicfest classical concerts) and who do not have a Classical subscription (as of 9/16/04), we see the following: 10 composers are the definite preference of 104 of these households This is demonstrated by 50%+ of their concerts featuring just one of these 10 composers. These same 10 composers are the probable favorites of 649 of these households as demonstrated by 33%+ of their concerts featuring just one of these same 10 composers. In the case of Beethoven and Mozart, who appear in the Top 10, this could be explained by the prevalence of their works in the Orchestras repertoire (11% and 12% of programs for the seasons in question, respectively). However, this is not true for all of the Top 10. For example, 97 households showed a probable preference for Leonard Bernstein, whose works were only in 5% of programs. Of these 10 composers, five are featured in the Classical season: Beethoven, Brahms, Shostakovich, Prokofiev, and Mozart (not including Casual Classics). Some of them are the subject of the Music Up Close lecture at the concert where they will be played. REVIEW OF OBSERVATIONS: We will now look at my recommendations…

7 Based on the popularity of the Top 10 composers of 0102 to 0405 and their presence in the 0405 season, I suggest the following four customized subscription packages: Shown below are the first two of four ComposerEvent_Name Upclose theme is this compos er?WhenPerformance_Title Beethoven Skrowaczewski Conducts 9/30/ /2/2004Piano Concerto No. 3 BeethovenBronfman Plays Beethoven 4/21/ /23/2005Emperor Cto and Overture to Coriolan BeethovenBeethoven's Best IYes!5/19/ /21/2005Overture to BeethovenBeethoven's Best II 5/26/ /28/2005Symphony No. 8 Beethoven mailable prospects (non-sub 33% events any #): 2,062 … in Club:194 Brahms Nielsen Symphony 9/23/ /25/2004 BrahmsDvorak Cello Concerto 10/7/ /9/2004Var. on a Theme by Haydn BrahmsBrahms Violin Concerto 2/10/ /11/2005Violin Concerto Brahms mailable prospects (non-sub 33%+ events any #: 1,262 … in Club:141 This is the number of households with a 33% demonstrated preference for this composer who are in the 7-county Metro area and WI suburbs and who can be mailed. This includes patrons who attend fewer than five concerts from This is the number of those 1,262 households that are members of the Club (this permits us to market to them by ). The advantages of marketing by are: 1) Zero cost; 2) Customization & personalization of each individual message; 3) Audio clips and links to additional info; 4) Increased likelihood message will be seen and read; 4) Hyperlink the message directly to the buy page on our website for their subscription package. Use your and keys to navigate. RECOMMENDATIONS

8 Idea for Classical customized subscription packages: Composer preferenceSeptember 20, 2004 ComposerEvent_Name Upclose theme is this composer?WhenPerformance_Title Shostakovich/ProkofievShostakovichSkrowaczewski ConductsYes!9/30/ /2/2004Symphony No. 8 ProkofievProkofiev's Fifth 1/20/ /22/2005Symphony No. 5 ShostakovichShostakovich's FifthYes!2/3/ /5/2005Symphony No. 5 ProkofievPictures at an Exhibition 4/28/ /30/2005Violin Concerto No. 1 Shos/Prok mailable prospects (non-sub 33%+ events any #): 2,246 … in Club:200 Mozart Mozart C minor Mass 11/4/ /5/2004Mass in C minor MozartAx Plays Mozart 1/13/ /15/2005 Piano Cto #27 and Overt. to Magic Flute MozartShostakovich's Fifth 2/3/ /5/2005 Symphony No. 35 MozartBrahms Violin Concerto 2/10/ /11/2005 Overture to Marriage of Figaro MozartBronfman Plays BeethovenYes!4/21/ /23/2005 Symphony No. 41 Mozart mailable prospects (non-sub 33%+ events any #): 1,781 … in Club: 133 Use your and keys to navigate. Recommended CYO packages (last two of four)

9 Idea for Classical customized subscription packages: Composer preferenceSeptember 20, 2004 FORECASTING: What if these four recommended composer-based series had been offered in 03-04? By looking at each composer-preferring household in this study and their single-ticket (non-subscription) purchases, we can get a very rough estimate of what the proposed composer-based series would bring in: Single-ticket (non- subscription) purchases Total concert s in "series" Who attended all in the "series" Who attend ed all but one Who attende d %TOTAL Brahms & Beethoven3$0 $2,841 (2 Beethoven, 1 Brahms) Mozart4$0 $5,239 (4 concerts) Shostakovich & Prokofiev4$0$950$16,612$17,562 (2 Shostakovich, 2 Prokofiev) $0$950$24,691$25,641 The four series I propose for are: Beethoven (4 concerts) Brahms (3 concerts) Shostakovich/Prokofiev (4 concerts) Mozart (5 concerts) Use your and keys to navigate.

10 Idea for Classical customized subscription packages: Composer preferenceSeptember 20, 2004 Summary For many households, a composer preference can be identified from buying history. Five of the Top 10 composers of 0102 to 0405 are featured in multiple concerts in the season: Beethoven, Mozart, Brahms, Shostakovich, and Prokofiev. These concerts should be packaged by composer and marketed to those with a demonstrated known or likely preference for these composers. 7,351 households fit the target profile for these customized packages. We can expect to bring in at least $25,000 (based on purchase history for these prospects). 668 of these households have given us permission to market to them by . provides a zero-cost way to provide a highly customized message designed to bring the reader to our websites buy page for the subscription package. The response rate for such subscription packages, whether promoted by , postal mail, or both, is likely to be higher than other mail campaigns given that the product would be so well matched to the demonstrated musical preference of the target population. Time is critical for this idea to work since three of the concerts that would be incorporated will occur within the next few weeks. End (hit


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