Marketing of Services


Joshua Bell, one of the world's best violinists, played incognito inside a Washington DC subway station.
During his continuous 45-minute performance, Bell played six pieces by Bach, Shubert, Massenet, and Ponce—some of the most powerful music written for a solo violin. His instrument: a 1713 Stradivarius worth about $3.5 million dollars. Two days prior, Bell had performed at a sold-out concert in Boston, where the tickets averaged $100.
But back in DC, 1,097 people went through the subway station. Only seven stopped and listened for a while. About 27 gave money but continued to walk past the musician. There was no applause at the end, and the total sum collected during the performance was $32.17.

This reinforces the theory that when you market service, you should ensure that there are enough number of strong cues and props that conveys the value.

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