After so many cancellations of events after the crisis, many organizations decided to find ways to make it up for the lack of events. From livestreams to mixed events, it has been on a lot of organizations’ minds to keep customers engaged and keep the artists feeling motivated.
A great example of customer engagement is from the Berlin Konzerthaus. For Mother’s Day, the Konzerthaus held a telephone campaign that was titled “We Miss You”, which involved calling long-standing subscribers to the Konzerthausorchester Berlin and giving them an experience they would never forget.
The subscribers were reached via postcard a week before Mother’s Day, to ensure that they knew they would receive the special phone call. The text on the postcard read:
We miss making music for you live in our beautiful concert hall. Exclusively for you as a premium customer and as a thank you for your loyalty, we would like to shorten the waiting time until the next concert. The musicians of our orchestra bring a little live music to your home: On May 10, 2020 (Mother’s Day), with a little luck, your phone will ring and you can enjoy a small private concert. And this is how it works: • Write us an email with your name, your telephone number and the instrument of your choice to email@example.com • The closing date for entries is Tuesday, May 5, 2020, until 6 p.m. • On Thursday, May 7th, 2020, you will receive a reply email from us. • Our musicians will call the winners on Sunday, May 10, 2020 (Mother’s Day) between 10 a.m. and 12 noon. The phone concert lasts for 5 minutes. We’ll keep our fingers crossed! And stay healthy!
The response was very high and the orchestra musicians were very excited about the idea. They were able to ring 140 regular customers, each 5 to 10 minutes, with a combination of a conversation and a concert between the customers and the musicians. A total of 28 musicians took part in the experience.
In the end, the campaign was a great success. The response was emotional for many guests as they felt valued and appreciated during these difficult times. In addition, the willingness to donate the money for the cancelled concert tickets also increased.
Some examples of the guests’ responses:
A successful campaign by the Konzerthaus to bring surprising surprise to customers, especially on Mother’s Day. It is special when I get so close to the musician, even if only by phone. The musician came across very sympathetically and opened up new worlds of music that I was immediately impressed by.
I’m already looking forward to the next concert season. A big thank you for the piece of music on Sunday morning.
It was a very nice conversation with the musicians and the piece was also highly virtuoso and wonderful.
The people in my circle of friends, whom I told about this idea of the concert hall, were very impressed by the way. And a little jealous.
In the midst of all this craziness, letting your customers know that you are there for them can be fundamental. Even by organizing something as simple as a phone call can make all the difference.
By dedicating the time to the major donors and letting them know how valuable they are, it allows for both good publicity in a marketing strategy, but also leads to quality customer experience and artist and venue engagement.