As performing arts marketing professionals with amazing venues across the nation, we work with thousands of advertisers. As marketing evolves year after year, we must stay on top of the latest advertising trends and provide those insights to our clients. Our goal is to be more than just your resource for performing arts program book advertising, but also your go-to blog for any new, relevant marketing insight.
With that goal in mind, we’d like to make you aware of some modern sales support tools and marketing materials, beyond our products, that can be leveraged well with luxury event advertising at performing arts events, along with the tried and true classics that still work today.
Sales Support Tools & Marketing Collateral Defined
Sales support tools are items or technology your sales reps use as tools to help make a sale. Every organization is unique, but see them as:
- printed catalogs
- flyers & handouts
- client testimonials
- and anything sales staff uses to explain your product to a potential customer
Marketing Collateral is much the same. It expands past your sales rep’s efforts with a client. Before, during and after a sale, marketing collateral might come in the form of:
- program book advertising
- opt-in emails
- direct mail campaigns (like Artspac, our direct mail program for performing arts fans)
- out of home advertising (like performing arts venue digital signage)
- customer satisfaction surveys
- websites, reviews, blogs
- social media posts
- anything that supports your brand to the customer
For example, you receive an invitation to a seminar to talk about a timeshare. That’s marketing collateral. You attend the workshop, where a sales rep provides you with brochures, those are sales support tools. A week after the presentation, you receive a postcard asking about your experience. That’s marketing collateral again.
The point we’re making is that these marketing tools work wonderfully together!
Marketing Tools “To – Do” List for 2020
- Focus on Content Marketing / Blogs– We think Robert Kataisays it well “Content marketing is one of the most effective marketing collaterals. It’s good for awareness, for influence, and to spread the word on your products and / or services.” In our tech-savvy era, consumers are continually seeking information about the products and the services they use, or those they would like to try.
- Blog posts, paired with a solid SEO campaign, can reach a vast audience.
- In terms of Return on Marketing Investment(ROMI), blogs, web content, and the resulting SEO benefits may be the best marketing investment you’ll ever make.
- Unique, quality content will be appropriate for years to come.
- In addition to reinforcing your brand to potential customers, blogs give consumers a chance to get to know your business and your values.
- Create Brochures– Contrary to what you might have read in recent years print is NOT dead. Consumers have indeed moved away from printed newspapers and magazine subscriptions. But high-quality brochures are a different animal.
- Like our luxury program books, quality brochures are durable and kept to be reviewed many times.
- The key is to provide just enough problem-solving information on a brochure.
- Don’t overwhelm the audience with too much information or marketing noise.
If you’re already using brochures in your marketing mix, that’s terrific! 2020 is the perfect year to give them a facelift, and a push with related digital signage and program book advertising.
- Reinvent Your Tradeshow Trinkets – We’re using this category to lump together all the little trinkets you might use as collateral marketing materials. Think of them as:
- coffee mugs
- refrigerator magnets
All the trinkets a business might make to distribute at a trade show, music festival, or experiential marketing opportunity fall in this category.
This year, reinvent your trinkets. Offer a more valuable novelty that will be kept and used by the customer, and use it to drive customers to your website.
Avoid cheesy trinkets! Modern consumers have little use for clickers, laser light key chains, or coin purses. Your marketing money will be better spent on quality, meaningful goods that your customers will have a use for.
Here at Onstage, our products are digital signage at performing arts venues, luxury-level program books, and our direct mailer, Artspac. We’d love to work hand-in-hand with your marketing department to develop a program book advertising campaign that works with the sales support and marketing collateral you’re using in 2020. So get in touch with us today!