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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!

When it comes to making your marketing count, MasterCard’s chief marketer has a suggestion for cutting through the red tape and connecting with customers who will be genuinely interested in what you have to offer. The recommendation, which can be found in this month’s Adage: remember the 3 P’s. Passion, people, and profit matter when it comes to marketing–and at Onstage Publications, we can connect you with a demographic that fulfills these three key goals.

Passion: Connecting Through the Performing Arts

“To be successful,” notes the article, “brands need to tap into the experiences and things that consumers care about the most.” It’s no longer just about creating basic ads that let viewers know you have a product. You must go deeper than that, connecting with the things that they genuinely care about.

If you’re looking for a way to connect with passionate advocates, performing arts patrons are one of the most effective audiences out there. They genuinely care about the arts in general and, often, a specific art in particular. Music, dance, theater: performing arts patrons are deeply committed, and they’re willing to go the extra mile for the companies that support the things they care about most. When you allocate a portion of your advertising budget to performing arts advertising, you’ll find an instant connection with passionate people who genuinely care about the arts!

People: Reach a New Audience

When you choose performing arts advertising, you’re able to connect with a group of people who might be more difficult to find through traditional advertising channels. Patrons of the arts spend more time experiencing their local cultural arts scene than they do on the internet or watching television. As a result, when you connect with performing arts patrons through program book advertising and digital signage, you access a group of people who might not receive advertisements in more traditional ways. Not only that, in many cases, your competitors haven’t already gotten to this particular group of potential customers. Try something unique and discover how you can make your business stand out to a specific group of people.

Profit: Disposable Income Matters

In many industries, you need customers with disposable income to focus on and share in your business. With performing arts advertising you find patrons with disposable income. Tickets to high-level performing arts events often come at a premium, and people who attend those events on a regular basis often have plenty of money to spend.

Not only that, patrons who regularly attend performing arts events tend to care deeply about their arts–and they are more likely to take that disposable income and support the companies that, in turn, support the things they are passionate about. People who love dance will come out to visit businesses that support their local ballet company. People who love theater will visit the businesses who support the theater, and so on. Even better, they’ll tell their friends–and that increases the odds that you’ll build your business.

Are you ready to start connecting with a new audience? Do you want to gear your advertising toward passionate individuals who have the potential to become equally passionate about your business? Do you want to connect with an audience who has plenty of disposable income to spend at your business? If so, performing arts advertising could be the perfect solution for your business. Contact us today to learn more about how we can help spread the word about your business with performing arts advertising. Good selling!

It seems everyone has a favorite color and these choices are influenced by a number of different factors including gender, age, and other circumstances. There’s a whole psychology surrounding how colors influence us and elicit certain thoughts, behaviors, emotions, even changing our physical state of being. For example, the color red has been shown to enhance metabolism, increase heart rate and respiration often associated with danger, strength, power, passion, and love.

Choosing the right color palette for your all-important performing arts program books and digital signage is an important decision and one that shouldn’t be taken lightly. In order to literally better connect with your audience, finding the correct color palette will help with better overall success in the long run. Consider some of the attributes of these colors to get the best for your purposes.

Top Billing For Blue

When it comes to a preferred hue overall, blue is the clear winner crossing the lines of gender and culture while those under the age of eighteen prefer purple. Darker shades of blue are associated with peace, loyalty, trust, and sincerity while lighter sky tones exhibit spirited feelings of awareness, control, and determination. It’s also considering a calming and compassionate color that may be a favorite due to its omnipresence in our sky and ocean.

Rave Reviews In Red

Stop signs and lights call attention for travelers all around the world to come to a stop and demand attention from audiences which is why we’ve seen it used in so many different brands from Coca Cola to Lego. A powerful, outgoing and passionate color, red is often associated with our hearts which is why it’s commonly connected to romance.

Raising The Curtain On Yellow

The color of sunshine and many flowers, this youthful shade is tied to happiness, warmth, energy, and joy. Seen on the iconic smiley face for generations, it has graduated from being a lapel pin to an emoticon seen everywhere on the world-wide-web. In its truest, brightest form, yellow is another attention-grabbing color seen painted on taxicabs almost everywhere.

Giving Green The Limelight

Just as red asks us to stop, conversely the color green is telling us to go and this equates to a connection with growth, restoration and more recently recycling or protecting the planet. This grassy earth tone is commonly tied to envy or jealousy but more often seeing green as printed on money, brings on an attitude of wealth, power and prosperity. Another calming color, the combination of blue and yellow brings a sense of peace, tranquility, and stability.

Plugging Into Pink And Purple

The colors of pink and purple are often associated with the feminine mystique as a favored shade among young women and girls. Combining the power of red with the loyalty of blue, purple is a regal color associated with royalty, nobility, luxury, and ambition. With such strong ties to femininity, pink is commonly seen as being nurturing, caring and sensitive.

Basic Black And Bright White Lights

Black and white utilized together will bring on a sense of nostalgia, normality, standardization, and stability. Black by itself is sometimes perceived as being dark and foreboding, but it’s also seen as a sign of elegance with an association of being formal, well-dressed and successful. Similar to being seen in the spotlight, white is another real attention-getter that’s commonly tied to innocence, cleanliness, faith, and purity.

Backstage With Brown And Cautiously Orange

Appearing the lowest on our list, brown and orange are the least favorite colors with the population as a whole. Similar to red and green being traffic-related, orange is most often associated with caution utilized on construction sites and painted on signs of impending danger. Since dirt and mud are typically brown, this color is sometimes seen as being dingy or even boring under certain circumstances. Still, these shades serve a positive purpose as orange brings together the happiness of yellow with the power of red bringing feelings of joy, sunshine, and a tropical sensation. Brown blends well with many other colors denoting a sense of being wholesome, natural, down-to-earth and well-grounded.

Curtain Call

Carefully consider the spirit, emotions, and feelings you’re seeking in connection with the colors you’ll be using in your performing arts program books and digital signage. And remember, when combining different shades and hues together be sure to consult with a color wheel to see which will blend well together, compliment each other or clash completely depending upon the reaction you’re reaching for and looking to accomplish. Good selling!

Given all of today’s technology, we keep hearing chatter about how print media and advertising is a dying breed, but actually, quite the opposite is true. While many are using free and low-cost options on the internet, especially social media platforms, check out these recent statistics that prove marketing on paper is still a very successful advertising tool:

– 70% of Americans prefer to read on paper and 67% of people prefer printed material over digital advertising

– Printed catalogs and publications provide 163% more profits compared to digital marketing methods

– 80% of paper mail is opened and read while 80% of emails are completely disregarded

Contrary to popular beliefs, print media is far from dead and continues to thrive. For marketers taking advantage of this popular and successful form of advertising, there are methods that are more effective compared to others especially when they’re utilized in performing arts program books. Here are seven ways of using performing arts program books for creating the best marketing opportunities for your business:

1. Include Tech On Paper

While this statement may seem odd at first glance, we’re simply suggesting the importance of including references to your business’ website, Facebook page, Twitter feed, all your online venues and encourage consumers to leave feedback on review sites like Yelp! While the majority of people will use search engines to find a business, including this information lets consumers know you have an online presence.

2. Timing And Association

They say timing is everything and having the right ad in place at the right time is important along with the use of associative content. When advertising in performing arts program books, be sure to find any possible way to tie into the performance in some way. This will connect with readers and resonate with audiences overall. On the other hand, associating an ad with a certain time of year, a particular season or around the holidays is another excellent way to grab attention.

3. Have A Campaign In Place

Before placing an ad inside a performing arts program book, have a campaign already in place to ensure you get the most success out of this placement. Consider tying into digital advertising inside the theater to help connect-the-dots for today’s consumers. It could be a direct request for readers to check out the content that’s been posted inside the program book.

4. Placement Options

Depending on different advertising budgets, consider the many different placement options available in performing arts program books. Whether you’re taking out a full-page ad, sharing space with another advertiser or have a solo spot, these choices may have an impact on how well your ad is received by audiences. According to marketing experts, the back cover is a coveted spot along with right-hand pages where a reader’s eyes naturally land when turning pages.

5. Shared Space

Speaking of sharing, something we all learn in Kindergarten, sharing space and the investment of performing arts program book ad with another business that compliments your brand in some way is a viable option. Think of it this way, if you owned a restaurant and teamed up with the theater to advertise their next venue, you could recommend your eatery as a place to go after the presentation. The same would work for nightclubs, bars and other after-hours hotspots.

6. Offer Value

Nothing grabs a reader’s attention like a freebie, deep discount, two-for-one special or BOGO. Giving readers value grabs their attention and it’s a great incentive for new customers who may not have tried your product or service. It also invites current consumers who are already familiar with your brand to take advantage of this special offer and return as a repeat customer.

7. Utlilize Experts To Help You Place This Unique Form of Marketing

Given all of this advice, it’s a good idea to contact a professional when it comes to implementing these vital campaigns. Like my Dad always said, “If you’re going to do something, do it right.” Good selling!

Given all of our modern technology, many of today’s digital marketers are falsely leading consumers to believe print media is dead. While smartphones may have replaced the use of old-school publications like the yellow pages, according to recent statistics, media in its printed form is still alive, thriving and doing exceptionally well. This is especially true when you consider:

-80% of traditional paper mail is opened, while the same amount of digital emails are deleted without ever being opened

-Over 55% of consumers find print media to be a more trustworthy form of marketing

-Researchers have revealed readers comprehend information better overall when it’s printed on paper rather than viewed digitally

When it comes to published paper periodicals, while some magazines have experienced a drop in individual copy sales, New York magazine increased its single-copy sales by 44% in 2015 and subscription rates for all products inside this industry remain strong.

Consumer Concerns With Digital Delivery

It’s commonplace for consumers to purchase tickets in advance of a performance or play, and obtaining a printed program book following the entrance to these events. However, avenues for obtaining these items have been migrating to more popular online methods and many consumers have qualms when it comes to having them delivered electronically rather than receiving them in their hands.

-Whether it’s a downloadable program book, tickets delivered on an app compared to an associative paper item coming from the event itself, consumers are complaining:

-They’re hesitant or unwilling to give out their personal information on the internet

-What happens if there’s some kind of techno-glitch and the whole thing turns into an enormous hassle?

-It’s more difficult after purchase to distribute them to friends, family members or colleagues

-Vendors are denying purchasers from an opportunity of reselling the item either prior to the event or in the future as a keepsake

-They won’t have anything to keep as a treasured souvenir from a memorable experience

A Powerful Psychological Connection

Speaking of a valued souvenir, a recent editorial article from The New York Times reported holding on to this type of nostalgia including printed program books, tickets and other tokens of our experiences may be on the decline. However, possession of these printed keepsakes is far more powerful and healthier from a psychological standpoint than a blip in the distance on our digital radar.

Think of it this way, how many digital footprints in the form of beloved photographs and other time-honored mementos have you saved electronically that were lost in a computer crash or disappeared during the death of a device? While some users may have had the forethought of saving them to the cloud, holding onto these printed treasured pieces of our past doesn’t compare to viewing them on a screen.

Memories Lost In Digital Translation

Also from inside the NY Times piece, researchers acknowledge two primary forms of accessing memories, a random recollection of the event itself or something more tangible that takes us back to that exact moment in time. Of the two, the latter is simply a more reliable, efficient process for our brains to recognize given both the short and long term synopses occurring in our minds.

Granted there are other forms of brain activity taking place when making these psychological connections associated with our other senses like when the smell of a certain scent coming from the kitchen reminds of us a family affair. These powerful triggers will transport us to a precise time, place or moment in our lives when we relive the emotions we felt including what we heard, saw and experienced when we’re actually touching these memories.

Contrary To What One Might Think

In conclusion, while swiping left-or-right may become the new norm on our omnipresent handheld devices, turning the pages of a printed performing arts program book, or holding and viewing those old photos and other paper-based media will remain a family-favorite and a treasured part of our posterity. Good selling!

The performance is about to start, but before the curtain rises you have a captive audience thumbing through their program books reading about what they’re about to see. People love to be entertained! During those pre-performance minutes, while hanging in the suspense of what the upcoming performance will soon unveil, people cannot help themselves from becoming completely immersed in an activity. Even when the activity involves reading a printed program book. And this is the power of performing arts program book advertising–your product or service is in the hands of your potential customers while they are enjoying a night out of performing arts. We call this experiential marketing, and advertising in performing arts program books enables businesses to reach a highly coveted demographic and harness their attention with creative advertising.

Communicate with your Target Market

You have completed the groundwork for marketing your product or service; marketing research defines who you want to reach, and branding provides a noticeable image. Now you intend to communicate with potential customers to really emphasize the benefits they will enjoy from what you have to offer. A Survey of Public Participation in the Arts completed by the National Endowment for the Arts found that slightly over half of all American adults had attended a live visual or performing arts activity. The performing arts audience presents an array of demographics, depending on the event, you may find that your ideal customer is readily accessible. Attendance of older Americans at live performances is steadily increasing. Attendance of young adults (aged 18 to 24) remains high at performances that encourage group participation such as festivals for music and visual arts. Of the numerous performing arts venues available for your advertising campaign, program books give you the ability to speak directly to your potential customers.

Integrate Performing Arts Themes

Patrons of performing arts are highly interested in the performance they are about to see and this presents an advantage to advertisers by integrating the performance theme into your ad. Is your audience attending a theatrical version of The Wizard of Oz? The audience will be blown away by tailoring your ad into the performance and seeing what your business has to offer! People do not want to be marketed to, they would prefer to be entertained. Your advertisement now becomes part of the performance. Demonstrate your product or service to people while they are enjoying themselves and it is likely that the information provided will be stored in their memories. Emotional response strongly influences peoples’ ability to retrieve information efficiently. Linking an advertisement to a positive experience during a performance is a great example of adjusting one’s attention to focus on relevant information. Your ad might become the star of the show!

Supporting the Performing Arts

People are proud supporters of their local performing arts. The performing arts generate the opportunity for your business to get involved in community activities and be perceived as a supporter of these local performing arts organizations. Patrons of the performing arts are likely to use your product or service they see in their program book and return to your business time and again–friends buy from friends! Every facet of the community becomes accessible to your business when broadening your audience to those attending local performing arts events. Speak directly to people in areas where they feel most comfortable and generate conversation about your business through performing arts advertising. Good selling!

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