At the risk of sounding snobbish, we’re not going to beat around the bush. Our program books at Onstage will put your private school marketing campaigns directly into the hands of the uber-wealthy. Best of all, our advertising does more than just make a single impression. Our program books are kept as cherished souvenirs of a memorable night out. They’re conversation fodder among the elite, to be shared and re-hashed over Sunday brunch downtown.
The wealthiest decision-makers understand the value of an outstanding private education. These parents and grandparents have more than just assets. They’re liquid. We’ve got plenty of names for them – The 1%, Ladies Who Lunch, Old Money…
Would you like to learn how to market to them? Read on! Then contact us to learn more.
Marketing to the Upper-Crust
Marketing to this elite audience is entirely different than any other target demographic. In fact, it’s a lot more like B2B marketing, as your audience is much smaller.
To these individuals, wealth isn’t even about their yearly salary. You can earn a quarter-million dollars a year and still not have two nickels to rub together.
When we say upper-crust, we mean the richest folks in the world. These fine people have at least $870,000 USD in earnings and assets right now. Some have millions, even many millions of dollars at their fingertips at this very moment.
We think this report by MarketingSherpa says it well: “Marketing to the super-rich is difficult because [they] live on gated estates and make purchasing decisions based on totally different ‘drivers’ than the rest of us.” While many of them are quite thrifty, they know the real value of education for their heirs. It’s their children and grandchildren who will manage their ongoing legacy, after all.
Understanding This Segment
Effective marketing is all about understanding your target audience. So let’s get to know them better. The ultra-wealthy tend to have these things in common:
- Nearly all of them use financial professionals and services for investment advice.
- Most have graduated from college. Of those, many have completed post-graduate studies
- They honor private education and treat it as essential.
- Harvard graduates the most millionaires-by-inheritance.
- The self-made wealthy graduate overwhelmingly from the University of Virginia and the University of Chicago.
And now, let’s look at the demographics of a typical performing arts patron:
- Over 35% of audience members earn over $100,000 annually, compared to less than 6% of the entire U.S. population
- Over 79% of patrons are 35 years of age or older. This mature market represents over 68% of the U.S. population alone
- Over 38% of audience members hold a master’s or doctoral degree, compared to less than 10% of the entire U.S. population
- Nearly 66% of performing arts ticket buyers are women
- 61% say they are more likely to purchase from supporting businesses and brands
Coincidence? We think not!
Performing Arts Advertising Works Hand-in-Hand with Internet Advertising
Do the ultra-wealthy use the internet? Of course! Albeit quite differently than the rest of us. The older generations of decision-makers, aged 45+, rarely use social media the same way we do. Sure, they have a cell phone and have mastered email. But they don’t spend hours tediously researching products for a good deal. They have people for that. This segment is more likely to appreciate a long-standing relationship, an excellent reputation, and personal referrals.
- Reputation is everything when promoting to an affluent audience.
That’s not to say internet advertising has no place in private school advertising! Anecdotal evidence from our clients suggests that internet advertising can increase your overall number of education inquiries. Seal the deal with top of mind awareness as a leading institution.
In summary, this demographic knows full well how important a private education is to their legacy. They’re going to select a school based on a list handed to them by their personal assistant. Do you think they’re going to choose any old school their PA saw on Google? Or the one they considered at length with their friends, in a luxury program book, over Sunday brunch downtown.
Related Reading & Resources: