Conference

Is your brand an audience barrier?

Why your orchestra’s branding isn’t attracting new audiences

“We have finally found a way to measure if your orchestra’s brand is attracting or deterring new audiences and what people actually think when they encounter your brand for the first time.”

Audiences’ first interaction with the brand is critical, especially for future-proofing orchestras and selling more tickets.

Join audience experts Cecilie Nielsen and Søren Mikael Rasmussen as they present all new data from the Scandinavian innovation project: “Testing Classical Music Brands.” Together with five Nordic orchestras and ensembles, they have created six methods for testing classical music brands.

Learn about audiences’ reactions, thoughts and feelings when they first encounter a classical music brand, and explore how outdated brands can become inviting. Hear how they perceive brand promises and brand words, advertising, brand imagery, readability and attractiveness of concert descriptions, concert titles and concepts, and brand associations and relevance. Hear also from one of the project participants and how her orchestra has applied this new data in their daily work with marketing.

Cecilie Szkotak Nielsen
Cecilie Szkotak Nielsen
Soren Mikael Rasmussen

Chaired by

Cecilie Szkotak Nielsen (Denmark)
Head of Research, RasmussenNordic

with

Søren Mikael Rasmussen (Denmark)
Director, RasmussenNordic

Venues

Gleimstraße 33, 10437 Berlin — phone: +49 30 921095624
Gethsemanekirche
Stargader Str. 77, 10437 Berlin
Holzmarktstraße 25, 10243 Berlin — phone: +49 30 47361686
Holzmarkt 25, Holzmarktstraße 25, 10243 Berlin
Franz. Str. 33D, 10117 Berlin — phone: +49 30 47997411
Holzmarkt 25, Holzmarktstraße 25, 10243 Berlin — phone: +49 175 2914719