The Stamford Symphony is adding QR codes to its marketing collateral to engage its current patrons while also introducing classical music to new audiences.

The QR codes will appear in the symphony?s programs, all advertisements, direct mail campaigns as well as posters in the theater entrance. By scanning a QR code with a mobile phone, patrons can view video interviews, be automatically directed to the symphony?s Web site and gain immediate access to purchase tickets for an upcoming concert.

?As a marketer, my goal is to raise awareness of this amazing, seriously fun world-class orchestra right here in Fairfield County,? said Gina Ely, director of marketing and communications of the Stamford Symphony, Stamford, CT.

?Our goals from the QR code effort support this and are two-fold: To engage our current audience in new and different ways; and to draw new audiences in to the wonders of classical music,? she said.

?Including QR codes is a fresh and new venture for us.?

Campaigns that track
The QR code strategy is part of an effort by the symphony to explore new avenues and new communications technology for attracting new audiences. 

For the effort, the symphony is using pbSmart Codes from Pitney Bowes. The QR codes link to a mobile site that businesses can easily update or alter. There is also a feature to capture emails.

The pbSmart Codes include analytic support so marketers can see if their efforts are effective.

The symphony hopes to gain insights from the mobile strategy that will enable it to design offers that enhance the audience?s experience and appeals to younger music-lovers in the community.

?What makes the Pitney Bowes pbSmart Code system so appealing and unique is the ability to analyze our mobile campaigns,? Ms. Ely said. 

?It is not about throwing a black-and-white square on advertisements and posters, and then forgetting about them,? she said.

?It is about creating campaigns that we can track. This is key for us.?

The symphony will introduce the new effort at a performance on Nov. 12, when the chairman, president and CEO of Pitney Bowes will be on stage to talk about the QR codes.

The Stamford Symphony reaches more than 18,000 people annually through multiple concerts and educational programs. 

This is the symphony?s first foray in mobile marketing.

?Walk into any theatre - be it for a movie, musical or symphony performance - you hear ?please turn off your mobile devices,?? Ms. Ely said.

?Mobile devices are everywhere; they are portable, used by all ages, and they are fun,? she said.

?We would be remiss as an organization if we didn't address mobile communications in our marketing efforts.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York