Indianapolis Symphony Blog

Everyone thinks marketers are all about numbers, charts and strange acronyms.  It's true, ROI is crucial. (That’s Return On Investment, or, was the cost of the ad worth the money it generated?) And, yes, we've got to hit our revenue goals.  But I certainly don't work in marketing at the ISO because I love graphs and spreadsheets.  I work at the ISO because I love music, and I’m in marketing because I’m a people person. At the end of the day, I’m here to connect people more closely to our music.

Others might look at a ticket order and see a sale; I look at that ticket order and see a person and a story. In the case of our $20.10 sale, there are a lot of orders. That’s means a lot of stories and I’d like to share one of them with you.

The promotion began with a two day pre-sale for our subscribers and donors. One of the first orders was from Rebecca. She’s a current donor to the ISO, but it’s been about five years since her last concert. That worries me. While her financial support is most welcome, the longer someone goes without attending concerts, the less likely she is to attend in the future and continue that support. 

Rebecca used the $20.10 sale to purchase two upcoming Classical concerts (Scheherazade and Fauré’s Requiem) and two upcoming Pops concerts (Marvin Hamlisch and Classically Cinematic). In other words, she went from 0 to 4 in just one order. Rebecca is now going to rediscover what she always loved about the ISO and, hopefully, start coming to concerts on a regular basis for years to come. That’s good for the ISO, but it’s also good for Rebecca. For me, it’s extremely gratifying to know that one order spurred by one special offer can create that difference in someone’s life. 

So that’s Rebecca’s story. Now I want to know yours! Don’t worry, you don’t have to write anything down or call me. All you have to do is visit IndianapolisSymphony.org and place your order. I’ll be able to read between the lines.

By the way, for those who don’t know, now through January 9, $20.10 gets you any ticket to any remaining Indianapolis Symphony Orchestra Classical, Pops or Symphonic Hits concert at the Hilbert Circle Theatre.