Jacksonville Symphony&rquo;s New Twist on Telemarketing

Messages from Marvin: Celebrities leave voice-mail messages for potential patrons

The premise:

This new, cost-effective way to reach targeted audiences about special offers came about when the Jacksonville Symphony, wanting to increase sales for an upcoming performance, jump-started their telemarketing by asking guest conductor Marvin Hamlisch to call each patron – and he agreed to do it! Using a phone-announcing service, the orchestra was able to leave “messages from Marvin” for targeted prospective ticket buyers.

How it works:

The orchestra identifies a celebrity—such as Hamlisch, or resident music director Fabio Mechetti—to record an outgoing message, which is then sent directly to patrons on the call list. The service can be used in a variety of ways. Messages can be sent to ticket holders of a specific concert, warning of a change in performance time; or to targeted donor lists, inviting patrons to upcoming events. (Multiple companies provide this service; the Jacksonville Symphony uses The Broadcast Team, which caters directly to arts organizations.)

Results:

Both staff and patrons are happy with the service. Realistically, it provides a cost-effective way to replace mass postcard mailings. Patrons are happy to receive a “personal” message from the music director, and have responded well to the service.

For more information:
www.jaxamericanorchestras.org
Melodie Crites, (904) 354-5479 Ext. 280
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Josh Schwerdtfeger, (904) 354-5479 Ext. 244
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