Presentasjon Bergen Filharmoniske orkester CRM seminar 12.1.12 i Kristiansand

2. HISTORY / FACTS
1765: Orchestra established
1880: Edvard Grieg conductor
1919: Professional orchestra
1995: National orchestra
2015: 250 year anniversary
100 musicians
16 administrators
Annual budget: NOK 130 million

4. FACTS / FIGURES
• Concerts: 90 – 120 per year
• Audience: 80 000 – 115 000 per year
(250 000 inhabitants in Bergen + 100 000 within one hour drive from the city)
• International tours: 1 – 2 per year
• CDs: 5-7 per year (international labels)

5. PUBLIKUMSUTVIKLING
Non attender Occasional attender Frequent attender Subscriber
Frekvens -1 1 2-3 4-6 Abonnent
Repertoir (oppsøker konsert sjeldnere (oppsøker konsert ca 1 (oppsøker konsert 2-3 (oppsøker konsert 4 - 6 (inntil 26 konserter pr. år)
enn 1 gang pr. år) gang pr. år) ganger pr. år) ganger pr. år)
A Samtidsmusikk
B Bruckner, Mahler,
Sjostakovitsj
C Mozart,
Beethoven
D Familiekonserter
E BT Ønskekonsert,
musikaler, svisker

6. SUBSCRIBERS
Since 2007:
• Doubled the income from subscribers
• From 19 000 seats to 25 000 per season

7. WHY SUBSCRIPTIONS?
• Basic audience – easier to plan season
• Audience also on “difficult” concerts
• Predictability of income
• Time saved for other tasks
• Experience good vs. search good
• Lifestyle

8. SUBSCRIPTION SERIES 1
26 concerts per season (Gold) to 4 (Family)

10. DATABASE / CRM

11. MARKETING
• Next season presented in March, through a
subscriber exlusive preview (first in 2007)
• Subscribers are encouraged to invite as many
of their non-subscribing friends as they like
• for preview and free concert

12. WORD OF MOUTH
• Recommended by a friend: 57 %
• Recommended by a family member: 23 %
• Recommended by a colleague: 22 %

15. SALES
• From preview in March to season start in
September
• Early response is honoured with CD, signed by
Principal Conductor Andrew Litton
• We never stop selling, just adapt prices along
the season