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Friday, April 13, 2012

Save Powell Hall: Concert Marketing Doesn't Get Any Better Than This

Posted By on Fri, Apr 13, 2012 at 6:47 AM

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"There's moments where it's really, really quiet and then two seconds later it's blasting, knocking-you-down-in-your-chair situation," Robertson says. "Again, the range of emotion that you'll get is dependent upon the conductor. It's sort of known for those moments."

Perhaps the most novel aspect of the "Save Powell Hall" campaign is how it's attaching qualities - such as music powerful enough to detonate a building - not usually associated to symphonies. Robertson says such an approach is a good way to broaden interest.

"If I know very little about classical music, it's sometimes easier for me to relate to a piece that sounds more like rock music or something," Robertson says. "When you can kind of frame it in that context or in a different way, it kind of brings a little bit more accessibility to it. Someone who likes the John Williams concerts, for example, might really love this. They just don't know what it's supposed to sound like yet."

"So the idea was to get people to the site where we have a clip, so you can hear it," she adds. "And [you] can get some familiarity with it and understand just how powerful it can be."

Robertson says she's received "overwhelmingly positive" response both from internal constituents - such as musicians and board members - and from the symphony's social media following on Facebook and Twitter. The Save Powell Hall site features of box monitoring reaction to the campaign on Twitter.

"We're pretty pleased," she says.

By the way, Robertson says there's a $22 special on the Save Powell Hall website. Click here to go straight to the source.

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