A recent article in Ad Age about big brands participating in the Macy’s Parade for exposure and awareness got me thinking about our current state of advertising. Even with all of these different digital tools at our disposal, most companies still opt for more traditional methods now…but are they getting the right return? Whether you are using digital or traditional marketing tools, the goal is to get to a coveted audience, right? But the real root of the issue is, do you know where to look for these coveted demographics? And once you find them, how do you keep them interested?

Like finding a needle in a haystack

The truth is, finding that sweet spot of customers takes a lot of trial and error. Or well, that is likely what you are told. However, it does not have to be that way. Our approach has always been rooted in getting to the right audience the first time, rather than lots of trial and errors. While digital marketers continue to tweak approaches to get the best of out of an algorithm, we do not need that. Funnily enough, despite all those fancy analytics tools designed to find the needle in the haystack, we know exactly where it is – with total accuracy too.

So how do you find these audiences? Well, much like taking out a float in this coveted parade, brands can gain exposure and awareness to a coveted audience through performing arts advertising.

Some quick demographic stats

There are a few key things to know about what kinds of demographics performing arts tend to attract, and why they are so valuable:

  • An audience that has a lot of purchasing power, and is not afraid to wield it. According to research, 61% of respondents within this demographic reported they are more likely to purchase from businesses that support the arts. So basically, this is an audience that is primed and receptive to your brand, which is pretty rare in other forms of advertising.
  • We’ve discussed patron average spend before, but not only this is a demographic that identifies as upper-class, 69% of them think highly of businesses that support the arts. Again, reinforcing how valuable targeting this demographic is since they are more likely to be loyal to brands that align with their own values.
  • Speaking of loyalty, 39% of patrons remember the logo of businesses they see in performing arts program books. So in one fell swoop, performing arts advertising not only has a loyal audience willing to spend but one that is more likely to retain information about your brand. They are not just scrolling through on a newsfeed, but are far more engaged than other advertising methods

Okay, so where do I start?

Luckily, there are quite a few avenues you can consider when it comes to performing arts advertising. We’ve laid out our approach in previous posts to give a better idea of what performing arts advertising can offer, but here is a quick overview. First up, program books. This a great way to get brand awareness and exposure right off the bat, and set your brand apart by connecting to patrons in a very personal way. To get an idea of how other brands have successfully used performing arts advertising in their media mix, check out this article on how sectors such as luxury brands use it to get maximum ROI.

The other two options are digital signage and geofencing. Digital signage complements the brand exposure gained from program books and reinforces it so that there is a broader reach to audiences – think of it as a one-two punch that gets audiences to notice you right away. Geofencing, on the other hand, is a way to hyper-target audiences and start zeroing in on the awareness you have created. You can basically create a specific digital parameter wherein audiences that are in that location will see your specific ad. You can learn more about it here, but it allows you to hone in on coveted local demographics and leverage the exposure and awareness you have created thus far.

With all this in mind, why not consider performing arts advertising in your marketing mix today and find exactly the audience you were looking for and with the right level of exposure. Good selling!

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