Speaker Series presentation - David Snead
The Australia Council Speaker Series, 8 April 2010
Marketing smarter through effective branding
View the presentation HERE
Presented by David Snead, Vice President of Marketing for the New York Philharmonic and Kate Prescott, President of Prescott & Associates.
The New York Philharmonic's integrated strategic approach to its brand has seen it increase ticket revenue by $3.9 million (30%), paid attendance by 40,000 seats (17%) and occupancy from 73% of capacity to 91%, all with minimal increases in marketing expenses.
This presentation shows the benefits of a multi-year program of research, giving guidance on a number of aspects of ‘brand’ when it comes strategic and tactical marketing, communications, and programming - where each component builds on the other to produce dramatic cumulative results.
Topics covered:
- arts organisations as brands; Young & Rubicam’s Brand Asset Valuator
- creating a customer-centric, research-based brand strategy; expression in brand identity
- expression of brand strategy in communications
- positioning an artistic director
- brand strategy and the concert experience; programming research
- brand extension: applying customer focus to the creation of new product lines
- creating greater consumer relevance by segmenting product
- user-generated branding.
David and Kate have kindly made their presentation available HERE
About the speakers
David Snead
David Snead has been Vice President of Marketing for the New York Philharmonic since 2001. Prior to the New York Philharmonic, David led the marketing programs of the Pittsburgh Symphony, Guthrie Theatre, Milwaukee Symphony and Hartford Symphony. He has also served as Associate Marketing Director of the Minnesota Orchestra, General Manager of the Richmond Symphony and Executive Director of the Eastern Connecticut Symphony.
Kate Prescott
Kate Prescott is the President of Prescott & Associates, a strategic marketing and research firm located in Pittsburgh. The firm specializes in consumer research and has extensive corporate experience with companies such as Nestlé, Zippo, Sterling Jewellers, General Electric, L’Oreal, Marriott Hotels, PPG and Transitions Optical.
The Australia Council Speaker Series
The Australia Council Speaker Series aims to stimulate debate and discussion about topical issues in the arts. These events are free and open to the public and provide networking opportunities and a chance to think about some of the bigger picture issues affecting our industry.
To subscribe to alerts about future Speaker Series events, click HERE
| Author | David Snead |
|---|---|
| Year | 2010 |
| ISBN/ISSN | N/A |
| Hard copy available? | No |
Related Media
- Effective Branding_New York Philarmonic_David Snead (PDF file - 9.4 MB)
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