For further reference, here are some stats on some of my rather bleak fb ad campaigns targeting Classical music fans:

Campaign targeting fans of Steve Reich, Philip Glass, Arvo Pärt, all ages (2 email signups total):

(Each ad links to custom pages like this one for each similar artist: http://www.ezradonnercomposer......fans-only/ )

Campaign targeting fans of Edvard Grieg, Edward Elgar, Jean Sibelius all ages (0 email signups total):

I pulled the plug on this one pretty early when it looked like it was not going to work.

Campaign targeting fans of Classical Music age 27+ (0 email signups and 0 ad clicks!):

Yikes!

I don't know if it was premature to pull the plug on some of these campaigns or not--trying to develop instincts about this and not throw too much bad money after good.

It may be possible to refine these ads and/or squeeze page copy to improve the results, but I thought it was worth considering a whole new strategy anyway for comparison.

Here is how things like at this point with the new campaign (targeting people who are "interested in the United States"):

I hope these screenshots help. Thanks for taking a look.

Ezra

Hi John,

Thanks again for your feedback. I am very interested in learning to write headlines and ad copy that have more oomph. I will keep checking to see when the next coaching call will take place, and I look forward to participating in it.

The other part of my problem, which you have pinpointed, is that I basically have no idea what my potential fans want, or even really who they are. I have found, however, a study that sheds some light on Classical music consumers that may provide some valuable information. I’ll share some of it here for whatever it’s worth.

This study is from the Knight Foundation from the year 2000. It was commissioned by 15 American symphony orchestras to learn how they can increase their attendance at live concerts, and I suspect a good deal of the data may be useful for learning about Classical music fans in general. I have copied some of the more salient bits--don't feel obliged to read it all, but it may be helpful to me to share my findings and maybe it will also be helpful to some others in the forum:

“Nationally, the most common setting for experiencing the art form [classical music] is the automobile, followed by the home."

“Data from the national survey suggest that the automobile is the most common setting for experiencing the art form, followed closely by the home. Half of respondents in the large base of potential classical consumers listen to classical radio and recordings in their autos, while 46 percent listen at home.”

“Radio is the dominant mode of consumption of classical music, followed by recordings and then live concerts. Six in 10 orchestra ticket buyers listen to classical music on the radio daily or several times a week. The typical orchestra subscriber owns 105 records, tapes and CDs, compared to 63 for single-ticket buyers.”

“Nationally, just 6 percent of the large base of potential classical consumers[1] self-identified as being “very knowledgeable” about classical music, while 44 percent said that they are “somewhat knowledgeable.” Similarly, 13 percent of potential classical consumers reported that they are “very interested” in learning more about classical music, while 53 percent said that they are “somewhat interested.”

“Overall, just 10 percent of potential classical consumers think of themselves as 'critical listeners' (self-defined), while 78 percent consider themselves 'casual listeners' and 11 percent say that they are 'uninterested listeners.'”

“In autos, some listen to classical music on their way to work to set a positive tone for the day. For some, the selection of music is an afterthought — background music, more or less — while others curate the listening experience carefully. At home, some rotate through their CD collections, while others withdraw into the peace of classical music at difficult or stressful times. One woman described how she turns to classical music after putting the children to bed, at the last moments in her day when she finally gets a chance to do ‘something for me.’ In all settings, people use classical music to calm themselves, like a balm.” [boldface mine--some potentially useful material for ad copy]

Most intriguing to me are some of the detailed stats on the various groups of classical music consumers identified by the study. Here are some detailed stats on some of the groups I consider to be the most valuable: 

Segment 1: “Educated classical audience”

9,009,672 US adults

6.5 Percent of Potential Classical Consumers, 3.8 Percent of U.S. Adults

Summary: These are the most sophisticated classical music consumers with a well-established history of consuming all types of classical product. They prefer classical music to all other disciplines, except opera. They are most inclined of all segments to subscribe, and actively organize cultural activities for their friends.

Arts Participation Profile

• Very high arts participation generally, with an emphasis on classical music, opera and ballet

• Prefer classical music to all other core arts disciplines

Classical Consumption Profile

• High consumption levels of all types of live classical product

• Most knowledgeable about classical music of all segments

• Very high consumption of classical music radio and recordings

• Very high social context within family, also friends to a lesser extent

• Most likely of all segments to have a favorite composer and composition

• They’re subscribers and organizers, but less likely to be Responders

• Have attended in different venues, but strongest for concert hall

• Most likely of all segments to subscribe

Demographics

• High percentage male (53 percent)

• Oldest median age of any segment — median age of 46

• 20 percent are retired

• 38 percent urban (second highest)

• 86 percent white

• 48 percent report household income over $75,000 (highest of any segment)

Consumer Behaviors

• Very acquisitive — most are always looking for information about cultural activities

• The specific works to be performed and likelihood of a high quality performance are the most important decision factors for this segment

• They would go more often with some price and convenience inducements (i.e., cost and last-minute tickets)

Segment 2: Classical Ghosts (Low Yield Sophisticates)

8.9 Percent of Potential Classical Consumers, 5.2 Percent of U.S. Adults

Summary: These are choosy, sophisticated classical music consumers, with lower frequency of attendance at live concerts than one would expect. They are similar to high-end consumers in terms of attitudes, but not behaviors. If they’re not going to live concerts, they’re at home or in their cars listening to classical music.

Arts Participation Profile

• Above-average participation rates for all core arts disciplines, with much higher than average participation in classical music (57 percent)

• Frequency of classical music attendance is average

• Below average preference for musical theatre

Classical Consumption Profile

• This segment has the second highest overall consumption levels of classical music—the like classical music over all other types of art forms (highest of any segment)

• They have above-average pops and classical attendance but are average for other forms of live classical concerts

• Relative to others, they consider themselves to be quite knowledgeable about classical music and have above-average interest in learning more

• They are the least interested of all segments in hearing more familiar music, which suggests that they might be interested in more challenging repertoire

• They have substantial libraries of classical music records and CDs at home and have moderately high consumption of new recordings

• They have strong social context, both friends and family but not as strong as the “Educated Classical Audience” segment

• Average inclination to subscribe; most likely to use traditional concert venues and private residences

Demographics

• High percentage male (53 percent); 87 percent white, 61 percent married

• Only 12 percent are retired, income is moderate to high; second highest education levels of any segment (47 percent with college degree and above)

• Somewhat older, most likely of any segment to be married without children

Consumer Behaviors

• Content is very important (i.e., “specific work to be performed”); many other inducements don’t matter

• Not very acquisitive — many don’t look for information about cultural activities; below average for Initiators and Responders

Segment 3: Aspiring Classical Enthusiasts

5.8 Percent of Potential Classical Consumers; 3.4 Percent of U.S. Adults

Summary: This segment of consumers is curious about classical music. They are an eclectic mix of urban singles (both young and old) and couples with children who actively consume classical music via radio and television. On a percentage basis, this segment has the largest representation of non-whites, including 24 percent Hispanics and 15 percent African-Americans. They use alternative venues for classical concerts and tend to consume other types of live classical product besides orchestra concerts.

They’re always looking for cultural activities to do, and aspire to a higher level of involvement with classical music.

Arts Participation Profile

• Higher than average rates of participation in most arts activities, twice the average rates for traditional disciplines

• Very high preference for opera and ballet (“experience seekers”), but only average actual participation

Classical Consumption Profile

• Slightly above-average consumption of live classical music concerts but more likely to consume non-orchestra product; very high consumption of family concerts

• They are moderately knowledgeable about classical music and very much want to learn more

• They have relatively low social context — they don’t have the reference group yet for classical music

• They are favorably inclined to subscribe, and most likely of all segments to use non-traditional venues for classical music

• Very high radio and TV consumption; moderate ownership of recordings; high consumption of new recordings

Demographics

• Younger segment, but skewed at the high end (median age is 39, but mean is 43); 52 percent have children in the household (2nd highest of any segment); 60 percent are single, divorced or widowed (highest of all segs.)

• 50 percent urban (highest of any segment); only 53 percent are white; 24 percent Hispanic; 15 percent black

Consumer Behaviors

• They are most likely of all segments to be both Initiators and Responders

• Transportation is a key issue for this segment (highest of all groups on the inducement “if someone else did the driving”), as well as children at home

• They need to be convinced to go and identify numerous decision factors of high importance, including convenience of parking, safety concerns, etc.

Also intriguing was the following:

“Feelings About Contemporary Classical Music

“Respondents were asked if their attendance would increase, decrease or stay the same if the orchestra played ‘more classical music compositions by contemporary composers.’ About two-thirds of ticket buyers said there would be no change in their frequency of attendance. On average, 29 percent of subscribers said their attendance would decrease, while 6 percent said their attendance would increase.

“Single-ticket buyers seemed somewhat more interested in hearing more contemporary music — while 23 percent said their attendance would decrease, 14 percent said their attendance would increase. Ironically, single-ticket buyers — not subscribers — have larger appetites for contemporary classical music.”

This may all prove to be extremely valuable information. This is much more data in the study and I am working on digesting as much of it as possible.

In the meantime, a search for people matching the “Educated Classical Audience” (Segment 1) as closely as I can reckon on Facebook ads yields some potentially promising results:

Audience Details:

• Location: United States
• Age: 45 and older
• Gender: male
• Interests: Classical music
• Income: Income ($75,000 - $100,000), Income ($100,000 - $125,000) or Income (over $125,000)
• on Right column on desktop computers

Potential Reach: 168,000 people

I may design a new ad campaign targeting these people soon to see how it goes.

Thanks very much,

Ezra