You Decide Vancouver Orchestra

You Decide Vancouver Symphony Orchestra

Kenneth Rudd

DeVry University

MKTG320

Instructor: Judith Hoffman

02/12/2012

You Decide Vancouver Symphony Orchestra.

The first thing that stands out with this situation is the goal at hand. The symphony is trying to decipher why there has been a steady decline in attendance. I am not sure that this particular survey on this night at a free concert is the best approach to finding out that information. First off, this is not the symphony’s core audience; many of these people will not be attending another event, so their information should not carry as much weight. Second, this group of individuals will not be to answer questions pertaining to past concerts and experiences that may have changed over the years.

This survey will be somewhat ineffective in determining a promotion or program to help out the rest of the year. We are dealing with two very different issues, one being the salvage of the rest of the year, and two, increasing the current season ticket holder base. As far as the rest of the season goes, there needs to be promotion that will reward current season pass holders for signing up for the next season. This can be done two ways; one would be a large discount for pre-ordering next seasons tickets at this time. This way a base can be established for the next season. As far as this season is concerned, a mini group of concerts can be bundled together as a package and offered at a discount to those who participated in the survey. This same package can also be offered to the general public as well to help bolster the remaining year’s performances.

One idea that may well be worth exploring would be to supplement the existing cultural offering with that of an Asian influence. Vancouver British Columbia is home to the largest population of Asian decent people in North America, with the largest Chinatown as well. This is an affluent culture in Vancouver, and has discretionary income to spend.

The one solid...