webinar: Selling the “Unsellable” Classical Program
Wednesday, May 20
1:00 pm ET
Too often, classical repertoire is marketed with insider language, unfamiliar soloist headshots, or composer titles alone. While these cues resonate with those already steeped in the field, they can leave broader audiences unsure what makes the program special—or why they should attend.
In this free webinar, we’ll explore common challenges arts marketers face when promoting classical performances and share practical ways to address them. Together, we’ll look at how to create moments of clarity and curiosity, tap into audience motivations, and position your programs in ways that feel welcoming and engaging. You’ll leave with fresh ideas you can apply to your next marketing campaign.
What You’ll Get:
- Practical ways to position classical programs for broader audience appeal
- Real-world examples to inspire orchestras, operas, and ballet companies
- Live learning and idea-sharing with fellow arts marketers
When you register, consider sharing a few details about your most “unsellable” program. We’ll workshop a few programs live and show you how to reposition them for stronger audience appeal.
Meet Your HosTS
Anna Scheider, Consultant, Digital Marketing
Anna started her career as an orchestral musician but shifted gears when she discovered the role marketing plays in sharing artistic experiences and telling the stories of the art she loves. Through her work at Capacity, she’s privileged to collaborate with a wide variety of arts organizations, working to share her clients’ amazing performances, exhibitions, and concerts with a wide variety of audiences.
Roslyn Wertheimer, Senior Content Creator
With a background in marketing at a performing arts venue, Roslyn’s primary passion lies in social media content creation. This is where she has the most fun—constantly seeking innovative ways to engage audiences in fresh and creative manners. She finds inspiration everywhere—whether in a clever TV commercial or a thought-provoking documentary. When she sees impressive content, she thinks, ‘Someone made that!’ followed quickly by, ‘How did they make that?’
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