When you are seeking new ways to reach clients, sometimes where you put your advertisement is as important as the advertisement itself. This is especially true of having a select clientele.
If you offer a product or service that may only appeal to a select group of people, then advertising broadly is like using a shotgun. You are spreading your shot as widely as possible in the hope that you hit something. Or you could save time and money if you were able to narrow your focus and advertise in a performing arts program book that increased the likelihood of reaching your target audience.
If you are aiming at clients who earn more than $100,000 dollars a year, are educated, and have discerning tastes, then advertising in performing arts program books could be a winning strategy for your business.
What is a Performing Arts Program Book?
Think theatre, symphonies, ballet, or opera. When patrons attend these types of performances, a program book is handed out to every ticket holder before they take their seat. The program book offers more information about the show or performance they are about to see. This may include a synopsis of the show or performance and of each act, movement, section, etc. There are lists of credits like you would see at the end of a movie, listing who is doing what in the play or performance. There are actors’ and musician’s biographies. The program book is also a place where venues highlight their sponsors. And then, sprinkled throughout the program book are the advertisers.
Performing arts program books are high-end magazines that are guaranteed to be read or perused by every patron. While patrons wait for the performance to start, they read the program book notes and take note of any points of interest, or to help explain what they are about to see.
Who Goes to the Performing Arts?
Once upon a time, live theater was entertainment for the masses. In Shakespeare’s time, everyone went to see live theater. Tickets were priced according to which seats were offered the best views. The working man paid less for the cheap seats while the very rich could afford the luxury boxes. That much hasn’t changed. Seats are still priced according to which ones offer the best view.
Shakespeare wrote his plays to appeal to as broad an audience as possible, too, so that the uneducated working man might enjoy the show as well as the highly educated noblemen. But at a time in history when ticket prices can range from $40 for the cheap seats in a long-running show to hundreds of dollars a ticket for a newer, Tony-award contender on Broadway, regular theater-goers tend to come from higher income brackets and generally have higher educational levels.
Breaking Down the Statistics
Most performing arts patrons are well settled into their adult lives with nearly 80% of them at 35 years of age or older. Approximately 38% of audience members hold advanced degrees as compared to around 10% of the general population of the United States. And nearly 66% of those who buy tickets for live theatrical performance are women. See Arts & Economic Prosperity 5 study.
These statistics indicate a narrow sampling of the American people. If the customers you are trying to reach fall into this sampling, you may be overlooking a potentially rich, untapped advertising medium. Putting your advertisement into performing arts program books allows you to put your brand in front of this very specific sampling of the population.
If you believe that there is enough of a market to support your business but they make up a small percentage of the population, it may be difficult to target market specifically for your exact market. And if your market falls into the group of Americans that are well-educated, have higher income levels and are predominantly women, then advertising your brand in a performing arts program book is something to consider in helping build your brand.
Performing arts program book advertising can allow you to put your brand in front of a very specific group of people who might otherwise be difficult to reach. Good selling!