Often, businesses are told that in order for their marketing to be successful, they must identify a target audience. So, they conduct research, identify their target demographics and take all the right steps to figure out who to market to…but yet never quite hit the mark.
The reason for not hitting that mark? It is usually because companies know who to advertise to, but not where to find them. Finding the right demographic that will actually see the ad and respond to it is a whole other part of the challenge, and it can be very easy to misidentify that.
Almost every small business owner has heard the old adage, “imagine if I could put you in a stadium in front of your most perfect prospects, giving you the opportunity to present to them all at once about your product or service?”
Sound too good to be true? It does not have to be if you find the right platform for your advertising. And in that respect, performing arts program book advertising is just that. Coupling that strategy with the added performing arts digital signage advertising, and you are well on your way to developing a great stadium pitch to give to your most important clients.
Still not convinced? The performing arts demographics do not lie, and there is an incredible opportunity for businesses to get their advertising out to some of the most coveted, and hard to reach demographics through performing arts program book advertising.
Consider the following statistics about the audiences that the performing arts tend to attract:
Over 35% of audience members earn over $100,000 annually, compared to less than 6% of the entire U.S. population
Over 79% of patrons are 35 years of age or older. This mature market represents over 68% of the U.S. population alone
Over 38% of audience members hold a master’s or doctoral degree, compared to less than 10% of the entire U.S. population
Nearly 66% of performing arts ticket buyers are women
61% say they are more likely to purchase from supporting businesses and brands
These statistics demonstrate not only the general makeup of the performing arts demographics but also the sheer diversity and loyalty they bring to companies they are exposed to via marketing and advertising. Moreover, these are populations that are generally difficult to find in any other forms of advertising…especially in one place.
A captivated audience is difficult to find, but not impossible. Performing arts program books and corresponding venue digital signage can be a cost-effective and efficient way to reach a vast swath of hard to reach audiences while ensuring that your brand is getting the right level of exposure.
The biggest differentiator within these audience statistics is the diversity in age, education, and income that is difficult to find elsewhere. Not only is performing arts program books and digital signage one of the few ways to target audiences like this in one fell swoop, but it is a way to target a mature audience that is very hard to reach otherwise.
Ultimately, advertising is an investment, that much is certain. However, in a competitive market such as this and with the onslaught of digital advertising, it can be extremely difficult to get lost in the crowd and not stand out whatsoever.
However, advertising in performing arts program books and venue digital signage is a smart investment mainly because it allows you to reach a far more captivated audience but it also helps you reach demographics that are not as attentive to digital marketing as others. They tend to be overlooked in the fight for digital, even though they are clearly a loyal and niche demographic if you are able to get your message in front of them.
So, ladies and gentleman, do I have your attention now? Good selling!