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!

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 your performaing arts organization.