Organisation New Mill Male Voice Choir
Location: New Mill Club Web site: http://www.newmillmvc.org.uk
Contact Person
Name: David Walker Position: Secretary promotion group
Email: dawalker@doctors.org.uk Phone: 683196
Type of Business
Industry: Choral music No. of employees: 2
Address: New Mill Club, St George’s Rd, New Mill
Timing of Work
Submit brief to University: By the beginning of September 2014
Client/Student briefing meeting: October 2014
Hand-over of Report by students Week commencing 23.03.15
Presentation by students Week commencing 20.04.15
Statement of the Problem
New Mill choir was formed in 1991. Most of those 12 originals are still with us, as part of the 55 or so current membership. We sing traditional male voice repertoire (hymns, anthems, opera) mixed with folk, show and popular songs along with novelty items. Our high spot is an Autumn Town Hall concert with a well known guest (Sir Willard White, Aled Jones, Julian Lloyd-Webber). Other concerts are split between local venues and invitations outside the Holmfirth district. Some concerts yield revenue, others are fund-raisers for charity.
The product is what it is. Male voice harmony is great to do and results in long-lasting friendship. It is not perceived as a popular genre in the community though it becomes more attractive with a well-known guest.
There are 5 male voice choirs in Huddersfield, singing similar repertoire and sharing some of the problems of audience support.
Apart from family and friends we are uncertain of our audience. Presumably the local concerts we do are mostly supported by people from Holmfirth and New Mill. The Town Hall concert audience is Huddersfield wide. We do posters, leaflets and flyers but we have little idea of their success. We are trying to develop an email subscription list. There are a couple of singers who do an audiovisual presentation. Video and audiblogs are being discussed. So there is energy and a rudimentary plan.
Who are the supporters we don’t know, who attend concerts at the moment? Where might we find new supporters; people who are uncertain about the product and how to go about getting it? What is the appropriate route to market for these supporters?
Title of Project: New Mill Male Voice Choir: Who are our supporters?
Description of Research Project: A lot of energy is spent distributing flyers, brochures and posters. There is no evidence of a return on this energy. How might the choir convert a proportion of this distribution into names and addresses of definite supporters and floating supporters who, with a little information from us, might become regular choir fans? We are very keen to use social media as part of the ‘little information’.
Objectives of the research and consultancy project
1. Collect information about our current supporters
2. Discover who are our floating supporters
3. What are the most productive ways of passing information to these groups?
Contact:
Please email the completed pro-forma to: Vincent Rohde
Email: v.rohde@hud.ac.uk
Consultant and Module Tutor
Marketing Research and Consultancy
