Symfonisk marknadsföring - Om marknadsföring av symfoniorkestrar exemplifierat av Malmö Symfoniorkester och Helsingborgs Symfoniorkester

Sammanfattning: This paper is about how symphony orchestras relate to marketing principles such as the Four Ps and other similar theories adapted to better suit the need of the Arts. Arts institutions like symphony orchestras are traditionally not-for-profit organizations, but with state subsidies not growing in size with the growth of costs for symphony orchestras, they must find other ways to fund their organization. The audiences for the symphony in Sweden consist of somewhat older people with high incomes, but there are not clear reports as to why this is. This paper discusses if perhaps symphony orchestras could gain new ground and a larger, more heterogeneous audience with a more effective marketing plan. I have chosen to take a close look at the marketing of Malmö Symphony and Helsingborg Symphony to paint a picture of the current situation within my local area. These orchestras have a lot of similarities but they show different approaches to marketing. Helsingborg uses social media and caters its marketing more towards an existing audience whereas Malmö has a wider range of marketing as well as different programs for different target audiences. In this paper I discuss marketing as a means to create a larger base of customers for symphony orchestras. A vital thought behind this is that classical music still has a place in our society and can excite anyone if given a chance. Another theory that is carried throughout this paper is that of Pierre Bourdieu, who suggests that there are other barriers in the way for a person to attend a specific form of culture, such as the symphony orchestra, that has not to do with the music itself, but is rather dependent on an individual’s economic, social and cultural capital. In this paper it is discussed if these barriers can be overcome with the use of marketing.