3.2 Measuring Success

Contents:

Home

1. Managing a Project

1.1 Setting up and Planning

1.2 Running the Project

1.2.2 Event Preparation

1.2.2 The Big Day!

1.3 Completing the Project

2. Finance, Budgeting and Fundraising

2.1 Creating and keeping control of a budget

2.2 Fundraising

3. Marketing and PR

3.1 Approaching Press

3.2  Measuring Success

by Martin Wess

Once the tour or concert has taken place, do set some time aside (maybe as part of your general project review) to evaluate the success of all marketing and PR activities related to your project. Ticket sales, the golden goal of marketing, are measurable, of course, so do make a point of finding out how many tickets were sold at each venue. It is also worth establishing out how many complimentary tickets were given out. You will know about the complimentary tickets allocated to you, but others might have gone to journalists, the venue’s funding organisation, or, at university venues, to students or lecturers. It is also a good idea to relate the number of tickets sold to the venue’s size, so you will know to what capacity the venue was filled.

Success is not all about ticket sales, though. Your PR activities will have brought a range of people into contact with your work and the project, which is also of value. For the Newt Project, you could note the hits on the project’s microsite, your own or the ensemble’s websites had. While this is rather anonymous (you won’t be able to tell who exactly looked at your sites), it’s an indication of general interest. You could also have a look at how many Twitter followers or Facebook likes you, as composer, or the performing ensemble gained during the course of the project. 

It’s fantastic if you as Composer / Producer get commissioned for a new work or have a new ensemble play your pieces as a direct result of the tour. However, don’t be frustrated if this doesn’t happen straight away. Through your PR work key figures in the industry will have been made aware of your work, but they may not act on this immediately. Think of your project as a seed you have sown, which might take a little while until it shows (further) fruits. 

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