Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Forget research. Sometimes the best ideas for personalized marketing come from fiction. In the TV show Cheers, the character Norm is greeted by a chorus of regulars in a place where everybody knows his name. Now the Boston Symphony Orchestra has adopted a similar technique for its Internet marketing.
The program combines the marketing muscle of direct mail with the technical sophistication of Web site personalization. Looking for a way to lure dormant concertgoers back into the fold, in 2001 the orchestra tried a unique personalization campaign.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in