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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

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