Resources

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

  1. 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.
  1. 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.

  1. 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:
  • pens
  • notepads
  • 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!

Big Data sounds intimidating to us marketers. We’re advertising experts, not software programmers, right? But don’t be afraid of that nasty data term. Big Data is not just a buzzword. As a modern marketing professional, this is the information you need to know.

In a nutshell, Big Data refers to the ever-growing amounts of information you can use to monitor your brand and your marketing department’s performance, all while keeping a finger on customer experience.

Big Data can be complex, but you might be able to manage it in-house (if not, there is software available). To determine how much data you’re dealing with, we break Big Data down into two types of information:

  • structured data
  • and unstructured data

What is Structured Data?

Structured data is information maintained inside your business. Practically anything you keep on a spreadsheet or in a filing cabinet falls into this category:

  • sales spreadsheets
  • purchase orders
  • calendars
  • old sales forecasts
  • financials

Structured data is solid evidence of your company’s performance. The benefit of structured data is that it is easily searchable and patterns come clear quickly.

  • The point of using software to analyze your structured data is to find patterns you may be missing regarding your best sales days/products/markets.
  • We can make multiple comparisons with software.
  • You can find out where most of your customers are coming from, what they’re spending, and which advertising campaigns they reacted to.

The only real challenge is that someone has to do a whole lot of data entry to make this information searchable. See, it’s more straightforward than you thought!

Until we get into the realms of Unstructured Data.

What Is Unstructured Data?

Human beings generate Unstructured Data. It comes from countless sources and is much harder for humans or software to analyze. It includes:

  • online reviews like Yelp, TripAdvisor, or Google reviews
  • social media posts, “likes” and “shares”
  • “Tweets”
  • customer service phone calls or emails
  • inbound complaints
  • positive or negative reports in the media, like a negative feature about your business on the local news
  • scientific information in the press, like weather reports that affect travel
  • image-based platforms, like Instagram
  • chatrooms in online games

Software developers are struggling to create reliable algorithms to study this sort of information. It’s difficult because platforms change quickly.

Unstructured data may be challenging to monitor, but it has a direct and immediate effect on your bottom line!

If you’ve ever had a rash of 1-star reviews or been put on blast on social media in a negative way, you know what we mean.

Consumers trust each other, and online reviews have mostly replaced “word of mouth” advertising. That’s why quality advertising and reputation management are key to your business.

How to Benefit From Big Data Analysis

Whether done by software or a staffer, use big data analysis is to dial in your marketing efforts.

Let’s consider Google PPC (pay-per-click) campaigns for instance. You can use software or staff to research which phrases worked best, in which geographical areas, and on what dates. Then, you can be more focused in the future with your PPC budget, spending more during specific weeks or months, or targeting a particular market.

  • Big data management can take the guesswork out of marketing.

Even the smallest organizations can benefit from a “boots on the ground” approach to big data. Maybe you employ a millennial who would love to be tasked with online reputation management for an hourly wage. Have them monitor all the big review sites and Facebook for a start.

Our Role 

The staff at Onstage Publications are branding experts! We publish this blog to help keep our advertisers and performing arts organizations in-the-know about the hottest marketing topics. As always, if you need professional program booksdigital signage, or direct mail contact with an elite audience, reach out to us today.

Related Resources:

Investopedia: Big Data Definition

Structured vs. Unstructured Data

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Onstage Chosen For Prestigious Menuhin Competition Richmond 2020 Ad Sales

The team at Onstage Publications is elated to announce our exciting collaboration with the prestigious Menuhin Competition to be hosted this year in Richmond, Virginia. For violinists, competing at the Menuhin Competition is akin to competing at the Olympics. The world’s most talented youths will come from all around the globe to compete!

In addition to adding the Richmond Symphony to our growing list of exclusive clients for their program book publishing and venue digital signage needs, Onstage will be handling the ad sales for this prestigious program book that is handed out to every attendee.

This elite audience is welcome to experience eleven days of masterful performance, as the finest young violinists from all around the globe compete before a jury of professional violinists. These jurors (judges) will also perform and teach violin masterclasses to the competitors.

This year’s 11-day violin competition and performing arts extravaganza runs May 14th through the 24th. 

  • Olympic-level competition of the world’s best violinists.
  • Then the audience will experience professional violin and performing arts concerts.
  • Masterclasses occur on Thursday.
  • The following weekend is full of special events, including the final Closing Gala Concert event!

Onstage will be representing our advertisers every step of the way!

Onstage Publications Welcomes The Menuhin Competition 2020

Eighteen nations are represented this year by a 44 youthful violinists. The US is well represented with 18 American competitors, one hailing from Virginia! Other countries competing include Spain, Italy, France. Australia, Brazil, Canada, China, Germany, Poland, Japan, Russia, Singapore, South Korea, Switzerland, Taiwan, Ukraine, and the UK are all represented this year.

  • These artists range in age from 11 to 21.
  • Some are returning to Menuhin for the second time, but most of these youths are first time competitors.
  • About a third of them come from non-musical families.

And We Thank the Jurors

Imagine if the Olympic judges not only rated the competitions, but then proceeded to school competitors, and perform themselves! We appreciate each juror coming to share their wealth of violin talent and techniques with the superstars of tomorrow. Check them at Menuhin’s official juror page.

Why Advertise at the Menuhin Competition?

While our advertising opportunities are available to any organization, we feel some of the best sectors and product matches for this audience could be:

  • Banking and financial institutions
  • Insurance brokers and surplus lines insurers
  • Luxury level musical instruments
  • Fine art galleries and artists
  • Private schools and universities
  • Music schools
  • Private aircraft, flight and travel services

For a week-and-a-half, the world’s most illustrious musicians, and all their fans, will have their eyes on the Competition. Between the luxury program books, which will be in the hands of every single audience member, we’ll also be putting your brand on blast via digital signage. This is your opportunity to saturate an incredibly elite international target market!

  • It’s an incredibly rare opportunity for domestic organizations to increase their reach to eighteen other nations with a single media blitz.
  • This audience is affluent, educated, well-traveled and ready to invest!

Who other than Onstage Publications could burn your brand into the minds and hearts of the world’s most well-educated, wealthy, jet-setters? We are SO EXCITED to be involved!

Our Role

If you’ve been reading our blog for any length of time, you know our mission is to provide the highest quality program books for the most elite performing arts experiences. We’re proud to provide digital signage throughout the 11-day experience at the Menuhin Competition. Would you like to reach the most elite audience of the globe for eleven days? Reach out to us today!

There are precious few opportunities for marketing professionals to craft a new mission statement: either the company is a startup, looking for direction, or it’s an established company looking to rebrand. Like logos and mascots, mission statements are meant to last for years, even decades. Spend some time on them today to avoid the need for rebranding down the road.

Here at Onstage, we work with thousands of advertisers across the US. We’ve seen outstanding mission statements, and we’ve seen some real losers too. With this blog, we’ll explain the two uses of your mission statement and show you some examples we admire.

The Two Uses of Your Mission Statement

Other marketing blogs tend to go on about the uses of a mission statement. There are not five, nor fifteen purposes of a mission statement. There are only two:

  • To explain your values to the public.
  • To identify your goals to staff.

That’s it! Everything else falls under those two headings. Sure, your mission statement ultimately plays a role in defining your corporate culture, and with proper branding, it will become a sort of mnemonic device, like your logo. But it’s essential to be clear and concise. Consumers will associate a great deal of information with your mission statement if you brand it well.

Your mission statement is not a company handbook, nor a tag line. So avoid the noise and keep those two ideas in mind.

Keep it Simple: The Best Mission Statements are 3 – 5 Words

The best mission statement we’ve ever seen was Dollar Rent-a-Car’s “Value Every Time.” Car rental is a very competitive industry, and susceptible to local market variances. In other words, what works for a franchise in Boston may be very different than what works in Austin. It’s not like McDonald’s, where the same Big Mac and Fries will sell in every market.

Dollar’s mission statement was outstanding, as it gave every location the freedom to make their own choices, but with a clear goal to remain competitive. The phrase was short, tidy, and meaningful to customers and staff.

Dollar was purchased by Hertz in 2012 and has since rebranded. But those three little words did a lot for the brand:

  • Customers understood they’d be getting a good value. This didn’t always mean the cheapest cars or the fanciest, but the best vehicles for their money, at every location.
  • Employees and franchisees understood their goals. They could make unique choices at various locations, such as offering luxury rentals in the Las Vegas market, always operating under the umbrella of providing a good value, every time.
  • Value Every Time also neatly abbreviates to VET, the name of their corporate mascot, a lovable bulldog.

Mission Statement Mistakes

Let’s imagine we’re crafting a mission statement for ACME Plumbing. The worst mission statements are:

  • too long– ACME Plumbing – “Covers all your plumbing needs in the Dallas Fort Worth area.”
  • too vague– ACME Plumbing – “We’re Customer Service Oriented.”
  • or conversely, too specific– Acme Plumbing – “Specializes in plumbing for home remodels in Dallas Fort Worth.”

The best mission statement will be something clear and memorable. Our imaginary ACME should probably stick to something simple, like “The Best Dallas Plumbers.”

In closing, mission statements are special. We only get to create them a few times in any organization’s lifetime. We hope you’ve enjoyed our article.

Our blog readership is marketing professionals, advertising customers, music directors, and performing artists who might be interested in our luxury level program books. Our goal is to provide marketing professionals with entertaining, educational reads they can use when planning their advertising budgets.

We like to explain how each of our venues is unique, and how our products appeal to the most discerning audiences.

Thus, we’ve been looking at our performing arts groups and the fantastic venues they perform in. Each organization has a unique focus, with their own story to tell. Today, we turn our gaze westwards again, towards a cultural epicenter of the United States, as we bring to you the Los Angeles Chamber Orchestra (LACO).

LACO is of particular interest to the most discerning SoCal audiences because they perform chamber music. If the words chamber music or orchestra sound dull, or decidedly un-sexy, we urge you to think again! These performances are arguably the most difficult to perform, and only the most exceptional musicians would attempt them.

An Introduction to Chamber Music in LA

If you’re new to classical music, chamber music is a unique niche in the genre. It’s specifically composed for smaller ensembles of musicians. Originally, chamber music was played in churches, small theaters, and the estates of the wealthiest families.

  • Chamber music is written for smaller groups of musicians.
  • Usually, only one or two musicians will play at a time.
  • Vocals are occasionally included.
  • It’s one of the most challenging forms of classical music to perform. There is no powerful orchestra to drown the sound of a mistake.

Encyclopedia Brittanica describes it as “intimate music, suited to the expression of subtle and refined musical ideas.” It’s known for vibrant displays of varied instrumental colors. In other words, the audience will experience performances that feel like a string of outstanding classical solos.

The powerful, even overwhelming sounds of a huge orchestra have almost no part in chamber music. Instead, composers and musicians focus on refinement and flawless acoustical balance. It’s meant for the most discriminating listener. Sample the sound at LACO’s YouTube Channel.

The Los Angeles Chamber Orchestra History & Mission

Per their website “LACO was founded in 1968 as an artistic outlet for the recording industry’s most gifted musicians. Founder, cellist James Arkatov, envisioned an ensemble that would allow these conservatory-trained players to balance studio work and teaching with pure artistic collaboration at the highest level.” He passed in 2019 at the age of 98. He was also an accomplished photographer.

  • Visionary conductor Jaime Martin has just taken the podium as Music Director for the 2019-2020 season. Congratulations!
  • Over the years, LACO has produced 31 recordings. You can listen to their most recent here.
  • They’ve toured Japan, Europe, and South America, and performed at venues all over North America.
  • They’ve proudly earned eight ASCAP Awards for Adventurous Programming.
  • Public Radio International called them “America’s finest chamber orchestra.”
  • And Los Angeles Magazine describes them as “LA’s most un-intimidating chamber music experience.”

Their mission is “to enrich and connect our community through intimate and transformative musical experiences which exemplify and foster artistic excellence, education and innovation.” Their goal is to become a cultural force in LA and gain worldwide recognition.

Chamber Music LA

LACO is also a founding member of Chamber Music LA. It’s a collective of six renowned presenters from all around SoCal including:

Their vision is to make LA the Chamber Music Capital of the World! And we love helping them do it.

Our Role

The Los Angeles Chamber Orchestra trusts Onstage with its luxury program book publishing. Our purpose is to craft the most beautiful program books, highlighting the artists and advertisers for Southern California’s most elite audience. We also offer an opt-in direct mail publication for performing arts fans, Artspac, and digital signage at performing arts venues across the nation.

Would you like to advertise to this difficult-to-reach audience? Get in touch with us today! Our advertisers are like our partners. We’d love to help your brand succeed.

The Orlando Philharmonic Orchestra is All About Diversity

Our program book publishing clients at Onstage comes from all over the nation! We love to be part of their vision of diversity. One of our most culturally diverse customers must be The Orlando Philharmonic Orchestra, a group of outstanding performance artists who are dedicated to bringing joy to the central Florida region in the form of enriched music and performances.

The “Orlando Phil” has it all!

Each of our program book customers brings unique talent and vision to the modern performing arts world. The Orlando Phil provides more than 150 concerts to the Orlando area, and venues ranging from parks and schools to traditional auditoriums.

  • Classical concerts & pre-concert lectures for ticket-holders
  • Educational programs & youth programs
  • Community involvement
  • Cuban and Latino cultural programming
  • Performances in all price ranges, even free!
  • Performances by visiting musicians

We appreciate all the musicians and the dedicated administrative staff that make these events happen!

About the Orlando Philharmonic Orchestra

The Orlando Phil is growing! Next year will be their 27th Season.

This 2019 – 2020 fall-winter season is chock full of concerts; with such a wide variety of performances, we almost don’t know where to begin!

The Fairwinds Classics Series of concerts will all be held at the Bob Carr Theater and include

  • Beethoven’s Fifth Symphony– October 26, 2019, at 8 pm. The orchestra will perform the most iconic piece of classical music in human history.
  • The Sounds of Revolution, Freedom and Joy– February 1, 2020, at 8 pm. Soloists Colleen Blagov and guest Jeremy Kittel perform themes from the American Civil and Revolutionary Wars. The evening will close dramatically with a performance of Shostakovich’s Sixth Symphony.
  • American Rhapsody– March 21, 2020, at 8 pm. A night of American composers, featuring Gershwin’s jazzy Rhapsody in Blue, which has enchanted American audiences since 1924.

A Note on Administrative Staff & Volunteers

While this blog series focuses mostly on venues and artists, we need to tip our hats to the administrative staff and volunteers associated with the Orlando Phil. As marketing professionals and business people, we understand the values and constraints of budgets.

Have you ever put together a big event, like a wedding? You know the amount of time and preparation it takes. Now imagine hosting 125 – 150 big events every year! We must point out that the Orlando Philharmonic’s administration must be doing it right because they are one of the few American orchestras that have balanced their budget every single year of their existence! That’s a major accomplishment!

Would we like to take a little crumb of credit for their success as partners who provide outstanding publication of their luxury program books? We would! At Onstage Publications we do more than publish luxury program books for clients. We help organizations stay on-tasks by removing the stress and busywork of quality program book production.

About Music Director Mr. Eric Jacobsen

According to the Orlando Phil website Mr. Jacobsen is nearing his fifth year as Music Director for the Orlando Phil. In 2016 he stepped down from his position as cellist of the string quartet Brooklyn Rider, to focus on his position as conductor and Music Director.

His vision launched a new trend in community engagement with his creative and diverse programming; intending to engage a broader audience, and the entire community is grateful!

The New York Times calls him “an interpretive dynamo”! He has a reputation for innovative presentations and collaborative works, and is probably known most for his skill at engaging an audience.

You Know that Audience Engagement is the Key to Experiential Marketing

Our specialty is experiential marketing. We get excited about music directors and orchestras who involve the audience and leave them feeling like they were a part of the concert.

We are experts at getting your brand in front of affluent, involved audiences all around the nation with luxury program books, digital signage at venues and our direct mail program Artspac. Would you like to learn more about marketing to this coveted opt-in mailing list? Contact us today!

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 program book calculator to find out how much we can save you.