Program Book Talk

Why are some advertisers happy and others sad?

EFFECTIVE ADS = HAPPY ADVERTISERS = LOW ADVERTISER ATTRITION

Here is a great mistake that we typically see in advertising for performing art program books.

The typical ad has a typical message and a typical layout that we all have seen:
“Wishing the Philharmonic / Opera / Ballet an excellent Season!” emblazoned at the top of the ad. At the bottom of the ad in small font size: The ABC Wealth Management Group.

This clichéd ad also contains “stage curtains”, “conductor”, “music notes” or ”theatrical” imagery. Now these images can work only if the marketing message is on-point.

Invariably when one calls to renew these ads for the subsequent season the response is: ”We did not get any calls.” Or “The ad did not work.” Are we surprised? NOT AT ALL.

Why does a business advertise? The answer will contain at least one of these elements: PRIDE, PROFIT or PROTECTION.

When selling an ad for your clients, you need to take the time to really ask the question: What do we want this ad to accomplish? Getting the advertising client involved with this process is the key. Many times when the client is presented with this question, there is silence on the other end of the phone line.

To understand what the advertising client wants the ad to accomplish and the ability to properly communicate that message in an ad takes practice, the ability to really listen to a client and a talented graphic art department.

Let’s go back a few Seasons to 2008-2009. The stock market had tanked and we experienced much attrition with the wealth management groups that advertise. (We found it rather ironic as they are they ones that typically argue the point to stick with it when the market turns.) Well this is how we were advising our wealth management advertisers to position their message.

We explained that most attendees to these performances do, in fact, have a wealth manager currently. The question that begged to be asked was whether they were seeing the results or getting the answers that they wanted from their current wealth manager.

Here was an actual ad campaign that we used and was highly effective for our client.

The image used: The distraught faces of a mature couple.

Headline at top of ad: “Are you afraid to go to the mailbox to get your statement?”
“Then someone is not doing their job.”

At ABC Wealth Management, Our clients are not afraid of their mailbox because we are doing our job. Call John Doe for a personal consultation on how we can help meet your financial goals.

The Lesson:
Performing art program book advertising is a POWERFUL medium. The trick of extracting the power is the ability to communicate and effectively translate your client’s needs into an effective message to the audience.