Resources

In our modern age of social media, spam and robocalls, truly effective marketing is becoming difficult to achieve. People are constantly bombarded with advertising in all media, so we’re beginning to tune it out. Phone books are nearly obsolete, the newspaper has become an utter dinosaur, and radio advertising competes now with satellite radio, internet radio and unending amounts of user-created playlists available everywhere.

So how can you put your brand on blast? Experiential marketing is the hottest trend in advertising and for good reason! And Onstage Publications is here to help!

So What is Experiential Marketing?

We think Braden Becker says it best in his marketing blog (cited below): “Experiential marketing, also called ‘engagement marketing’ is a marketing strategy that invites an audience to interact with a business in a real-world situation. Using participatory, hands-on, and tangible branding material, the business can show its customers not just what the company offers, but what it stands for.”

To paraphrase, experiential marketing goes hand-in-hand with special event marketing and sponsorship. The entire purpose is to associate your brand with an awesome experience that the audience will remember with fondness.

Onstage Publications Has Mastered Experiential Marketing at High End Performing Arts Venues

We’ll market your brand before, during and after a performing arts event.

We take a three-tiered approach to marketing your brand at luxury venues:

  • pre-show advertising
  • program book advertising
  • follow up opt-in direct mail campaigns.

The Pre-Performance Experience

Onstage Publications works in luxury venues, marketing your brand directly to society’s upper crust: classical concerts, operas, classic music festivals, theater and the like.

This audience is there for the experience! They’re wearing nice suits and evening gowns and their finest jewelry. The excitement is almost tangible as guests anticipate the performance of a lifetime!

We put your brand on blast with fresh digital signage in the performance hall. Your message is there for all to see as they wait for friends and socialize. Then as they enter the hall and find their seats your message is in front of them again in our program books.

The Performance Begins!

The audience pages through their program books and the performance begins! We wouldn’t dare interfere with the audience’s appreciation of the performance and there are no commercial breaks during these sorts of events. However, there is an intermission. Once again the audience is subject to your branding efforts as they take a break, socialize and enjoy a cocktail in the hall.

Finally, the show is over. The audience leaves the theater in awe, and sees your logo and message on the way out.

Reminiscing: The Look Back

The following day, and for months to come, our program books are reviewed and relished as a token of the event. They are a tangible media that can be held and perused over and over. Each time this audience will see your brand as they remember the outstanding performance.

The Top of Mind Awareness Continues With Artspac Direct Mail

Long after the performance we’ll continue to keep your brand on blast with Artspac Direct Mail. This specific target market is difficult to reach, but our mailers are looked forward to as entertainment updates about their favorite classical artists and performances. Artspac is delivered to a highly coveted mailing list of societies uppermost echelon.

You can see how Onstage Publications can blast your brand at a single high-end event. Now imagine an entire month of this exposure, at luxury venues nation-wide! We can blast your brand to luxury audiences across the entire US! If you’d like to learn more about experiential marketing check out our blog, and don’t hesitate to contact us to put your brand on blast!

Related Reading & Resources:

11 Examples of Experiential Marketing That’ll Give You Serious Event Envy

The Newspaper Industry is Having a Brand Crisis

You may not know the sport of Three-Day Eventing. To horse-show enthusiasts it’s a grueling event that showcases a horse and rider’s skill at three sports over a period of three days: dressage, cross country and stadium jumping. The most prestigious event of the year happens in Kentucky Horse Park.

Known to riders and spectators simply as “Rolex”, this illustrious event is actually sponsored by Land Rover. Yet Rolex’s marketing there was so effective it will take years to “unbrand” the event. And while Three-Day Eventing is not as popular to the general public as football, anyone who competes in this upscale and expensive sport still references “Rolex” with excitement in the privacy of their barns.

Event Branding: Prerequisites

Any company can put their brand on an event as Rolex did. It’s going to take time and money. Naturally, the more popular the event the more it will cost. But you don’t need to put your brand on the Indy 500. Start small and get your feet wet branding a single performing arts event or concert. Before you even attempt it, you’ll need to make sure your marketing basics are covered:

  • Your logo is simple, specific and trademarked.
  • You have a 3-word catchphrase (like “I’m Lovin’ It” or “Just Do It”) that is trademarked.
  • Your brand is a good fit for the event.
  • Your business name is 3 syllables or less.

If you don’t have all these prerequisites in place, you’ll need to re-brand before you tackle serious event sponsorship.

Is Your Brand a Good Fit For The Event?

Realize that we’re not talking about program book advertising or a small sponsorship here. What Rolex did was a massive multi-million dollar single sponsorship with exclusivity. Rolex was the only name associated with the event. Surely there were other products and companies featured at the event. But you can be sure that no other luxury watch manufacturer got any advertising associated with the Kentucky Three-Day Event at all.

Before investing those millions, the marketing team at Rolex judged they were a good match for this event because:

  • This audience is largely affluent.
  • The events are timed to hundredths of a second. Riders, coaches, and spectators will be checking their watches all weekend long.

The sport and the audience were a perfect match for a high-end luxury watchmaker. Other brands do the same sort of marketing all the time. Monster Energy Drinks targets 18-30-year-old males with extreme sports sponsorships. Matching the brand with the audience is key!

It Takes  a Long Time

In the beginning, we called it “The Rolex Three-Day Event”. As a few years went by it became “Rolex Three-Day” and finally, for 20 years or so (and still to this day) we simply call this event “Rolex”. But it took 25 years!

Something about “The Land Rover Three-Day Event” just doesn’t roll off the tongue… YET. Because for 25 years it’s been ROLEX! So realize that it will take a few years to burn your brand onto an event, don’t give up after one or two years, you’re making a long term commitment.

At Onstage Publications our specialty is marketing to an affluent audience. Our product speaks to luxury audiences in high-end venues, and we are the industry experts. Check out our blog for more great marketing resources. If you’d like to learn more about advertising in luxury venues, or reaching a wealthy audience contact us today!

Related Reading & Resources:

Kentucky Three-Day Event History

Rolex Out, Land Rover In as Sponsor: Horse Fans May Say They’re Going to Rolex This Year but They’re Not

Marketing Strategy of Rolex

Savvy marketers know there is more to advertising than just putting your ad in front of eyeballs. You need to know your specific target market, and you want to leave them with an impression that really sticks. Performing arts program book advertising does more than just put your ad in front of faces once, program books are keepsakes to be kept and reviewed later by reminiscing fans. The most effective way to leave an impression on this audience is to combine program book advertising with digital signage, and direct mail to provide a memorable experience at the venue itself as well as after the performance.

Make the Experience Memorable: An Imaginary Case Study

Every organization is different so we’ll use an imaginary company, Luxury Lemonade, to illustrate how you can make a memorable experience for the audience and leave a lasting impression. Imagine…

Luxury Lemonade has secured a stall for a lemonade stand at a prominent outdoor multi-day summer jazz festival. They use bright, highly visible awnings imprinted with their logo and digital signage throughout the venue. They’ve put a matching ad in the festival program book, and they’ve provided shaded tables for customers to linger at and refresh themselves.

Keeping it simple, Luxury Lemonade is only offering their two most popular beverages: Luxury Lemonade and Strawberry Lux. Customers purchase the drinks and receive it in a branded cup, imprinted with their logo. All throughout the event, attendees come back to the lemonade stand again and again. They’re hot, they’re thirsty and they need a place to take a break.

Years later, festival-goers will remember with fondness the shade and drinks that refreshed them. They will have tossed the branded cup. Bright awnings have lost their glitter in the haze of memory as time went by. It’s the physical memory of refreshment they will conjure when they review their program book later and think of Luxury Lemonade.

Obviously, few things could be more refreshing than a cold lemonade at a hot summer festival. Not every business could follow this precise model. However, EVERY performing arts sponsor or advertiser can be interactive and make a memorable experience for the audience. Consider these performing arts-friendly marketing ideas for your brand:

Positive Audience Experiences for Branding At A Performing Arts Venue

  • Pre-Performance with digital signage throughout the lobby. Prime the marketing pump with venue digital signage! Excitement before any performance can be smelled throughout the hall by excited patrons about to see a performance of their lifetimes. They are relaxed and having fun. By having your brand on the surrounding digital signs in the venue hall, you are able to generate awareness for your brand.
  • At-Performance with program books. The patrons have made it to their seats. It’s time for the main performance and your brand’s success now rests in the hands of every patrons’ hands.
  • Post-Performance with direct mail. Keep your brand alive with post-performance direct mail in Artspac. With a focus on measurable results and advancing your brand’s awareness, Artspac is delivered to a highly coveted mailing list.

The key takeaway here is that any type of business can promote themselves using a memorable concert experience, but you need to make sure your brand is associated in a positive way. We call this performing arts experiential marketing!

At Onstage, our business is getting your brand in front of a unique, high-end demographic. We understand that performing arts marketing is a success when the audience has an amazing time and the sponsors make a lasting impression. Get more performing arts advertising ideas at our blog!

Related Reading:

How to Promote Your Brand at a Music Festival

Today’s marketing avenues are changing. When you want to draw more business into your restaurant, you have to get creative with your marketing approach. If you’re advertising where everyone else is, such as Facebook or other social media platforms, your message is getting lost.

It pays to think outside of the box, which is all the more reason to know who your target audience is. Consider your location and the type of demographic that you’re trying to appeal to. You want people who have extra money to spend, not the people who are pinching pennies and can’t afford to eat out.

Market to Patrons of the Performing Arts

Those who have money to spend on the performing arts have the money to eat out. They recognize the importance of eating out and the entire atmosphere that goes with it. As such, considering changing some of your marketing campaigns to make sure that you’re marketing to this audience is always a win-win.

Granted, you could get creative with the way that your Facebook ads find people. However, you’re missing out on the people who aren’t on social media. Some people don’t have the time to check their statuses and read through the seemingly endless number of posts in their timeline.

A better strategy is to bring your restaurant advertisements directly to the source. Get your ads in front of people who matter.

Your restaurant ad can be printed in the program books that are distributed to everyone at the beginning of a performance. As they browse through it to find out who the performers are, they’ll also see various business advertisements. Because you’re perceived as supporting one of their favorite things, they’ll be more inclined to support you, too.

You can also explore venue digital signage. This allows you to have a visual way of showing off all of the excellent food and service that you’re known for. By placing photos and videos that can be displayed in the theatres and the other performing arts venues, your restaurant will stand out. While patrons are milling in to see the performance, they’ll see your ad on these digital signs. Make their mouth’s water and when the performance ends, they may be hungry enough to make a bee-line right to your restaurant.

In addition to both the printed program books and venue digital signage, riding along with the direct mail of specific performing arts venues is another way to get in front of this demographic. Make an enticing enough offer on this direct mail piece and your restaurant will have just as much of a packed house as the theatre they are coming from.

Get Creative

The reality is that you have to be more creative about marketing than the restaurants you’re in competition with. If you duplicate the efforts that everyone else is doing, you’re going to have minimal results, and your restaurant will be lost in the clutter. You need to be creative with where you put your advertising – and performing arts advertising can be an excellent place for you to do this.

Your marketing campaign should never rely on one form of marketing. Not everyone will be on social media. Not everyone will read the performing arts program books. Not everyone will remember what they see on a digital screen. However, when you have your marketing messages located prominently in many places, people will start to establish brand recognition. They’ll remember seeing you in a few different places – and that’s when you know that your marketing efforts are working.

Word of mouth marketing simply isn’t effective any longer. Many people forget what they heard before they have a chance to tell someone. It’s not that people are becoming more forgetful, though. It’s because people are becoming victims of information overload.

When you want your restaurant to stand out from the clutter and advertise in a new and exciting way, contact us at Onstage Publications. We’re here to show you that the patrons of the performing arts have money to spend – and if you advertise correctly, they can be spending it at your restaurant.

There’s something really amazing happening in Boston and it doesn’t have anything to do with a ball of any kind. The arts sector is seeing a substantial and very noticeable boom in the Boston area! According to Cintia Lopez who writes for NPR affiliate WBUR – Boston, cultural and artistic events in Boston are serving about 21 million people each year. To put this into perspective she goes on to say that this is four times more than the combined attendance of the Bruins, Celtics, Red Sox and Patriots sports teams! You wouldn’t necessarily know it to look at the advertisers found in each of those stadiums and arenas.

There is no doubt that the artistic community in Boston and all over the United States is seeing something of a boom. This boom doesn’t just mean more money for venues and performing arts organizations, but rather a substantial contribution to the local economy for a number of businesses. Retail, food service and parking are some of the industries that stand to gain from annual performing arts patrons. Rather than being a quiet minority for advertising budgets, the data now suggests that the arts community simply can’t be ignored. There’s potential there in a number of different ways.

Targeting This Audience

With billions of dollars spent by arts patrons, your business can get your share of the pie. To do this it will be necessary to put advertising dollars in the right place. Performing arts patrons appreciate that advertising is never in their faces. For this reason, you won’t see huge banners and signs posted all over the walls of the venue. There is no product placement on stage with the performers. So where are the opportunities for advertising?

Printed Performing Arts Program Books

Performing arts venues use program books for their performances. Patrons read these program books and pay attention to those that advertise, appreciating their support of the arts. Instead of mass advertising where you hope your name and message doesn’t get lost, targeting this powerful niche audience of the performing arts world will pay off substantially.

Digital Signage 

Arts venues are integrating digital signage into their common areas more and more. And with more people coming through the doors, waiting before performances and socializing in common areas, these digital signs have great potential. Advertising at venues utilizing digital signage will put your message in front of the right audience.

Cross Promotional Strategy

When you advertise in printed program books or on venue digital signage there is a golden opportunity to offer something directly to the arts patron. Potential discounts for showing their program book ad or advertising specials for after performances are all ways to give the patrons of the arts something extra. There is some mutual benefit to partnering with arts venues and patrons appreciate those efforts.

What Does This Say About the Performing Arts?

Lopez on WBUR writes that there has been a 40% increase in arts venue attendance since 2014. The growth in this sector is not just to major organizations. Many new and smaller arts venues and organizations have sprouted over the last several years in making it a new artistic melting pot. There are lots of golden opportunities to work with smaller organizations to help promote your business.

Some businesses may choose to pivot their whole marketing strategy around this audience, while others will simply want to include it as part of their bigger marketing picture. But it would be shortsighted to only target sporting event attendees when there is a far bigger audience that is frequenting artistic venues. Take advantage of this artistic wave by seeking out ways to incorporate your marketing into the arts audience through printed program books and digital signage advertising. Good selling!

Does your business struggle with advertising and marketing to the right audience? You’re not alone. In fact, regardless of the size of your business if you offer niche products or services, experts suggest marketing can be a challenge. The hardest challenge for your business will be finding the right audience. On top of this, your business is barraged with lots of advertising and marketing “solutions” that are thrown at you every minute of the day it seems like.

The theory is, if your business promotes your products and services to a wide enough audience, someone will be bound to buy from you, right? Your rationale may seem plausible at the beginning, after all, your business is trying to build up a specific audience that appeals to your brand. When in fact, this method only appears to be a good idea in the beginning.

Consequently, it’s like your business is trying to hit a bullseye with broad advertising strategies. You’re throwing darts and hoping to reach your target. But by utilizing this approach, you will spend a lot of time and money and still be left wondering if you’re hitting the right target? Bottom line, broad advertising focuses on quantity, but successful advertising focuses on quality. So, your focus should be on the quality of customers you bring in, not the quantity.

You’ll find this approach very difficult to achieve by using broad advertising channels. By narrowing your focus on these quality customers, you’ll find that you can exceed your marketing goals. Best of all, you’ll save time and money when you’re focused on advertising to the right audience.

The Benefits of Performing Arts Advertising 

With performing arts advertising, you have the luxury of an otherwise hard to reach demographic right at your fingertips. Performing arts advertising focuses on unique demographics that are centered around the likelihood of reaching your target audience and bringing in the right kind of customers—customers that actually want to buy from you.

From a statistical perspective, consider the fact that most performing arts patrons are settled into their adult lives with nearly 80% of them 35 years of age or older. What does this mean for your business? These demographics mean they have the time and money to purchase products and become loyal to the brand they’re most interested in.

Moreover, 30% of performing arts patrons hold a degree in comparison to only 10% of the general United States population. Furthermore, nearly 66% of those that buy tickets for live theatrical performances are women. For the most part, this is an incredibly hard demographic to reach, let alone engage with on a meaningful level. But with performing arts advertising, this demographic is easily reachable.

Another advertising goal is getting and keeping the attention of your potential customers. But with the onslaught of digital advertising and the ability to constantly scroll, how do you capture this attention? The best way to combat this issue is by combining traditional forms of advertising with your current digital advertising strategy. We all can agree, that digital marketing has its place in the world, but classic advertising, such as advertising in performing arts printed program books is classic for a reason. Performing arts advertising allows your business to attract a wealth of customers that are willing to engage with your brand which solidifies the success of your business’ ROI.

The Real Bottom Line 

Performing arts advertising can help your business meet its strategic advertising goals. According to recent online statistics, 67% of the population still prefers reading print material over digital marketing. Performing arts program book advertising allows you to get in touch with the emotional need for your customers to be up close and personal with your brand. Turning the pages of an actual performing arts program book will always capture the attention of your audience versus the constant scrolling that’s used with digital marketing. Accompany this with performing arts in-venue digital signage advertising, and you have a one-two punch that’s hard to beat.

Performing arts advertising allows your business to captivate an audience that will be interested in what your brand has to offer. Businesses will find these types of customers every time they choose to advertise with performing arts advertising. Now, you’re on your way to a successful advertising strategy. 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 online program book savings calculator to evaluate if we're a good fit for you.