What’s trends in market niches? Aspirationals

While reports abound that aspirational ‘trading up’ is over, luxury marketers still need to consider them as opportunities for new revenue streams and new ideas. A good example of how this works effectively: The Metropolitan Opera is offering live broadcasts of performances in movie theatres around the world. This is brilliant initiative on several levels – not only does it generate revenue and introduce potential new clients to the opera, but it builds the brand worldwide  as viewers, potential tourists to New York, see the caliber of the performers and sets at The Met. Miami’s New World Symphony followed suit with their outdoor Wallcasts – performances projected on the outer wall of the concert hall – offering new audiences a chance to enjoy performances (many first timers), bring a picnic, and sit in the hall’s lovely park.

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