There’s something really amazing happening in Boston and it doesn’t have anything to do with a ball of any kind. The arts sector is seeing a substantial and very noticeable boom in the Boston area! According to Cintia Lopez who writes for NPR affiliate WBUR – Boston, cultural and artistic events in Boston are serving about 21 million people each year. To put this into perspective she goes on to say that this is four times more than the combined attendance of the Bruins, Celtics, Red Sox and Patriots sports teams! You wouldn’t necessarily know it to look at the advertisers found in each of those stadiums and arenas.
There is no doubt that the artistic community in Boston and all over the United States is seeing something of a boom. This boom doesn’t just mean more money for venues and performing arts organizations, but rather a substantial contribution to the local economy for a number of businesses. Retail, food service and parking are some of the industries that stand to gain from annual performing arts patrons. Rather than being a quiet minority for advertising budgets, the data now suggests that the arts community simply can’t be ignored. There’s potential there in a number of different ways.
Targeting This Audience
With billions of dollars spent by arts patrons, your business can get your share of the pie. To do this it will be necessary to put advertising dollars in the right place. Performing arts patrons appreciate that advertising is never in their faces. For this reason, you won’t see huge banners and signs posted all over the walls of the venue. There is no product placement on stage with the performers. So where are the opportunities for advertising?
Printed Performing Arts Program Books
Performing arts venues use program books for their performances. Patrons read these program books and pay attention to those that advertise, appreciating their support of the arts. Instead of mass advertising where you hope your name and message doesn’t get lost, targeting this powerful niche audience of the performing arts world will pay off substantially.
Arts venues are integrating digital signage into their common areas more and more. And with more people coming through the doors, waiting before performances and socializing in common areas, these digital signs have great potential. Advertising at venues utilizing digital signage will put your message in front of the right audience.
Cross Promotional Strategy
When you advertise in printed program books or on venue digital signage there is a golden opportunity to offer something directly to the arts patron. Potential discounts for showing their program book ad or advertising specials for after performances are all ways to give the patrons of the arts something extra. There is some mutual benefit to partnering with arts venues and patrons appreciate those efforts.
What Does This Say About the Performing Arts?
Lopez on WBUR writes that there has been a 40% increase in arts venue attendance since 2014. The growth in this sector is not just to major organizations. Many new and smaller arts venues and organizations have sprouted over the last several years in making it a new artistic melting pot. There are lots of golden opportunities to work with smaller organizations to help promote your business.
Some businesses may choose to pivot their whole marketing strategy around this audience, while others will simply want to include it as part of their bigger marketing picture. But it would be shortsighted to only target sporting event attendees when there is a far bigger audience that is frequenting artistic venues. Take advantage of this artistic wave by seeking out ways to incorporate your marketing into the arts audience through printed program books and digital signage advertising. Good selling!