Online personalisation and festival schedules
Festival Oude Muziek Utrecht
With 70,000 visitors per edition, the Early Music Festival is the largest festival for medieval, Renaissance and Baroque music in the world. In addition to the festival, around a hundred concerts and tours are organised under the name Seizoen Oude Muziek (Early Music Season) in collaboration with partners such as TivoliVredenburg.
The challenge
"We work with four target group segments. The Fans and the Lovers are our core audience and come every year. The Omnivores and Passanten form the new audience. It was always a difficult choice to focus our communication on. The Fans know the programming better than we do, so to speak, and know what a piece sounds like that we describe as 'in the line of Monteverdi'. But you can actually scare off a new audience with that kind of language on the website. Of course, we didn't want to scare away the new audience, but at the same time we didn't want to lose our largest group of ticket buyers."
The solution
"With online personalisation, we manage to appeal to our different target groups without too much effort. For example, we can ask new audiences on the site if they like 'music in churches', while telling the fans that it is about 'renaissance polyphony'. We label the concerts during the festival with the target groups and their potential. Large concerts in Tivoli or the Dom Church, for example, are attractive to everyone and should be packed, but a harpsichord recital in a small hall is less interesting for the entry-level target groups."
The collaboration
"I think personalisation is something you just have to try. As an organisation in this day and age , you also have to think about your different target groups. I think we did a good job of that together with Basic Orange. Basic Orange can help you with it and thinks along with you. In recent years, our number of friends has grown, people have donated more and we have seen a remarkable growth in ticket sales. Of course we go for full houses, but the personalised website actually makes things easier for our visitors. The information gets better to those who are interested and that's what you do it for in the end. After all, we want as many people as possible to hear our repertoire."
The result
Expertise applied by us
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