Participating and placing ads in performing arts program books is an excellent advertising platform and one that’s often overlooked by many of today’s marketers. There are many reasons why this is a great venue (pardon the pun) when brands are showcased inside a program book. Let’s take a look at these five reasons this type of advertising is pure marketing genius.
- Print Ads Are Alive And Well
Given all of today’s technology, often marketers are shying away from utilizing print media citing this form of advertising is “dead or dying” when in fact the exact opposite is true. According to recent statistics, the days of printed program books are very much alive and performing well especially when they’re being utilized as an effective marketing tool. Research has revealed those who read material that’s printed on paper comprehend the information much better compared to when it’s viewed digitally and further stats share:
- When it comes to paper periodicals, New York magazine increased its single-copy sales by nearly 45% in 2015 and subscription rates for other regularly published materials remain strong within the industry.
- Compared to digital advertising, 55% of consumers find print media to be a more trustworthy form of marketing.
- While 80% of traditional paper mail is being opened, the same amount of digital emails are deleted without ever being viewed.
- Digital Doubts
Even though the acquisition of either obtaining program books or tickets electronically has been migrating to online platforms, many consumers have concerns about this type of delivery. As data breaches, internet scams, identity theft, hackers and fraud continue to be a problem on the world wide web, many customers are losing confidence with the security of some internet transactions and interactions.
In one memorable example, it wasn’t that long ago when Facebook co-founder Mark Zuckerberg found himself in plenty of hot water following the infamous Cambridge Analytica data breach scandal. And because of the losses suffered due to this breach, more than half of Facebook users have a negative perception of this social media site.
- Reliable Reputation
In contrast to our previous presentation showcasing a tremendous loss in consumer trust, theaters, and the performing arts, in general, have a positive impact on the community. Studies have shown participation in creative activities improves our sense of connectedness and widens our social networks. It has also been shown to have a positive impact on our sense of hope, self-worth, and well-being.
Purely by association, the material presented in a program book will most likely have a similar effect on its viewers. This connection will often carry over to how consumers perceive a brand, product or service. Subliminally, this association leads many readers to accept the advertised material is supporting the arts and the community as a whole.
- Active Audience
Whether it’s before, during or after an event, a program book literally has an active audience who is interested in the material they have either been presented with or purchased. Since electronic devices are at the very least frowned upon at these venues and the majority of the time they’re disallowed, which means more attention is being paid to program books on multiple occasions throughout the performance.
- Collectible Keepsakes
Along with ticket stubs, many people collect or often hang on to these handouts as a memento of their experience. Whether program books are saved for a few days, several years or many decades, they’re still available for review and remembrance. In some cases, rare, signed program books have been auctioned off for hundreds or even thousands of dollars decades after they were published and autographed.
There you have it in a nutshell. With the success of print media continuing to thrive, digital doubts on the rise, an excellent reputation in the industry and an active audience that often continues over time, advertising in program books deserve a standing ovation.