Why orchestras sucking at Instagram is a sign of a bigger problem

We’re going to get to the bigger problem by the end of this blog, but first, here’s a scenario for you.

Imagine that your run an orchestra… and make it a big one. You have a concert coming up and you decide to task your entire marketing team to come up with a print campaign, to advertise at bus stops all over the city.

The company that owns the advertising spaces at bus stops tells you the exact dimensions you would need for your poster. As well as telling you the specific size, this also tells you that they the poster should vertical.

But you already knew that the poster at a bus stop should be vertical. You’ve walked past countless bus stops over the years and seen the advertising there. And not just in your city, you’ve been all over the world and seen this.

You even walk past a bus stop on your way to work. As your marketing team are organising the campaign you stop to look at the advertising there, picturing your orchestra filling the display board.

So, it then comes as a shock when it comes to launch day of your big advertising campaign, you walk past the bus stop on your way to work to admire the new poster and you see this…