One of the bigger challenges of advertising and marketing tends to be creating a relationship with an audience. As a brand, you want to seem approachable, interesting, easy to find for whoever is seeking you out…but where do you find long-term, loyal audiences?
And how can you meaningfully convey that your brand cares about the things they do as well, without seeming too self-promotional? It is a fine line to draw, and if brands are not careful, they can often lose that sense of individuality that their demographics value so much.
The truth is, the only way to establish that kind of loyal, long-term customer retention and brand awareness is to seek that kind of audience out. Social media tends to not work for this kind of demographic, because it is far too fleeting of a platform.
With a tap of a screen or a click of the mouse, your ad disappears on an everlasting algorithm, and it becomes difficult to track real returns. You know how many impressions you are getting, and how many people are clicking, but how do you truly know that your brand is connecting with them? Can you be sure that you’ll find this same audience over and over again?
The key to great brand awareness lies in repetition and finding similar audiences who are receptive to your message. In order to show how different you are, you must be able to show your coveted demographics that you:
- understand them, and their interests
- Have those interests in common, and support the missions they support
How do you accomplish this?
Look towards the performing arts advertising, it is that simple.
It might sound hard to believe, but it is true. Audiences who attend performing arts events are a prized demographic that can yield great results if you tap into them early on. Whatever type of audience you are looking for, the performing arts have it, and these audiences are waiting for your brand.
With performing arts advertising, you are indicating to audiences that this is something you have in common with them — a shared embrace of the arts. That helps build trust and credibility across different demographics and shows that you understand your audience. You know where to reach them, and what mediums will reach them best, and it signals a much higher level of awareness that these demographics are very much attuned to.
For example, we have shown a lot of information and data pertaining to why these audiences are so great for brand retention and awareness. For example, Onstage’s audience comprised of affluent, tuned in audiences that are always looking for new brands to try across a variety of age groups and incomes, which can yield a lot of great results for brands.
Similarly, we have also demonstrated in previous posts why these audiences should be at the top of your targeting missions. The sheer purchasing power held by these audiences, along with their engagement levels can really help brands gain stronger market share and build long-term brand awareness that is hard to replicate through digital methods.
And speaking of digital methods, the argument generally tends to be that digital methods target customers in ways other methods cannot. Perhaps that might be true for other mediums, but we do not subscribe to that belief. We are firm believers in the power of hyper-targeted marketing and are well-versed in helping brands deliver their messages in the most powerful ways possible, as we discuss in this post and this post.
Ultimately, the power of performing arts advertising is truly unparalleled and yields great results for brands and audiences — a rare combination. While most demographics might be tiring of constant advertising, performing arts patrons are receptive to the brands they believe share similar interests. By advertising to this demographic, brands are able to communicate these shared interests while building meaningful customer relationships. Good selling!