Resources

Branding and marketing are a challenge for businesses regardless of their size but can be extra challenging for businesses that offer a niche set of products or services. For these types of businesses, there are several difficulties when it comes to advertising but the biggest one is finding the right demographic.

Often, when companies offer a niche product or service that may only appeal to a select group of people, they tend to favor broad advertising strategies. That might seem smart in the beginning – after all, if you target everyone, surely someone will engage with your brand…right?

Unfortunately, broad advertising strategies tend to be akin to using a shotgun. You are spreading your shot as widely as possible in the hope that you hit something. But the problem is, you might be able to hit the target – but is it the right target? Broad advertising is about quantity, but successful advertising strategies rest on the quality of customers they bring in, not necessarily the sheer amount of people that come but do not stay.

Ideally, successful advertising strategies should be grounded in bringing in customers that can be retained over a long-term period and are loyal to the brand. This is impossible with a broad advertising strategy, but it is an extremely reachable goal with some careful strategy and the right approach.

The best way to tackle this issue though is to focus on advertising strategies and platforms that allow you to narrow your focus and reach the right audience every time. You can easily save money and time if you are able to narrow your focus and advertise in the right kind of platforms. One of the best-kept secrets for these types of platforms is performing arts program book advertising.

Performing arts program book advertising has a unique demographic that increases the likelihood of reaching your target audience while still attracting the right kind of customers.

The uniqueness of performing arts advertising demographics rests in the statistics. For example, consider the fact that most performing arts patrons are well settled into their adult lives with nearly 80% of them at 35 years of age or older. These are great demographics to access since they have the means and time to invest in products and services that they are interested in – like yours.

Moreover, 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 performances are women. Generally, these are incredibly hard demographics to tap into and engage with in a meaningful manner but performing arts program book advertising allows for both of these instances to occur.

The challenge of building a brand also centers around attention span – how do you capture a potential customer’s attention fully? Especially in an age of constant scrolling and a myriad of digital platforms, finding ways to meaningfully interact with customers has become far more difficult than ever before – especially communicating and engaging with the right demographics for your brand.

The truth is, the best way to combat the issue of attention spans is to go back to the basics and incorporate more traditional forms of advertising in your strategy. While digital has its place in the world, you must remember, the classics are a classic for good reason. Performing arts program book advertising allows you to access a wealth of people who are willing and ready to engage with your brand.

Performing arts program book advertising is the best method to find a captivated audience that will pay attention to what your brand has to offer, and those are the kinds of customers your brand needs for its long-term success and longevity. And you will find these kinds of customers every time you choose to advertise in a performing arts program book. Good selling!

A few of our satisfied clients.

Engage with the engagement experts.

Send us a quick email with your questions and contact info.

Schedule a time to talk with Norm about how Onstage can help your Performing Arts Organization.

Use our program book calculator to find out how much we can save you.