Todd Vigil, CMO for The Phoenix Symphony, has dramatically retuned the organization's marketing strategy.
"I haven't bought a print ad since 2012 ... We don't do direct mail anymore, a pretty standard staple in the art's world. We've cut out paid telemarketing," he explained at the Digital Summit Phoenix 2018.
"We've also recently cut radio and television. No more broadcast for us."
Shifting to an all-digital approach, he reported, has reversed a sales decline. But the process was an iterative one, conducted over time, and by drawing on hard data. "As we moved away from traditional media and plowed more...