The New York Philharmonic had introduced a new concert series, Summertime Classics, and in the first two seasons sales were well below expectations. They wanted to know why and what could be done to turn the tide. We combined qualitative and quantitative research to deconstruct the problem—were there issues with awareness, communications materials, classical music preferences and concert expectations, or perhaps the concerts themselves? After an exhaustive analysis we made specific recommendations that led to changes in the brand’s positioning and tonality, marketing communications/messaging, and programming.
In the very next season percent of capacity sold jumped from 50% to 91%, ticket sales grew by 76%, and revenue increased 103%. After four seasons (and more research along the way) sales were up 142% over year one.