Let’s Start A Shadow Marketing Campaign For The ASO!
If a symphony plays in midtown and no one is around to hear it, does it sound as beautiful?
Let me ask it another way…what does it take to translate art into a marketing campaign? Money? Resources? Media Attention?
The truth is that great marketing campaigns are never, and have never been built on big budgets. Sure money, resources and media attention helps but what really compels marketing to touch the very heart and soul of its intended audience is the passion and conviction of its creators.
This truth isn’t new. In fact, artists like musicians have relied on it for centuries to produce some of the most compelling “communications” in human history.
It’s no wonder then, that the Atlanta Symphony Orchestra is up in arms about it’s own marketing. After enduring an extended lockout, they are ready to show Atlanta why it is the great cultural epicenter of the south. You would never know it, though by looking at their marketing.
I’m not trying to pass judgement on whoever does the marketing for the ASO. However, I am interested in knowing what people that benefit and are inspired from the music of the ASO can do if they took brush to paper?
Starting today, I am going to publish one piece of marketing collateral for the ASO. A tweet, a Facebook post, a brochure, a flyer…something that says what I think the ASO means to me and to Atlanta. I am encouraging my friends in the marketing space to join in. Let’s create a shadow/grassroots marketing campaign for the ASO that helps them sustain their efforts and shows the Woodruff Arts Center we support arts in the community in a very real and tangible way.
Just to be safe, let’s set the basic standard that if we wouldn’t show it in our own professional portfolios, let’s not publish it. Post your creation with the hashtag #ASOgrassroots. Let’s see if we can even come close to creating marketing with the magic and conviction of the ASO musicians.
Photo Courtesy of Flickr User – Wally Gobetz (via Creative Commons)
PS – Flickr is a great place to find photos to support your marketing collateral. Just make sure it’s under the Creative Commons license!