Understanding Your Audience

I pay a lot of attention to Ads. One place that I am consistently impressed with advertisement is the television show Madmen.  The ads between the episodes are almost as entertaining and engaging as the show itself.  They have run a series of "meta-advertisements"- ads about making ads, while at the same time selling a product.

As you can watch by clicking the link below:
http://www.youtube.com/watch?v=3Qd6TUHBLlw

Perhaps a lot of people would think this a bad idea.  No one wants to know how they're being sold something that goes against the grain of marketing itself.  But these ads are more clever than just showing people how a company plans to market to their audience. 

In this particular ad they've chosen Vaseline.  While I do not know all of their stats I imagine that most of the people watching this television show are educated, have some interest in the arts, are middle to upper class, with a fairly even split of male to female viewers.  For this ad I believe females are the main audience trying to be reached.  That being said this type of ad would engage the viewer firstly by being entertaining and then by making them think of the product they're buying.  By having the ad set in the 60's and showing it's legacy to the present day give a sense of stability and quality.  Also the ad reflects the show- so if you're watching the show you're bound to like the ad or at the very least pay attention to it.  Most importantly I think the people watching do not want to be sold a "mom washing the floor with Mr. Clean type ad."  Their viewers are too smart to be sold that lie.  Instead the ad exposes itself and its motives and simply presents you with the product. In addition to the fact that the ad is clever and witty doesn't hurt.

This is effective marketing mostly due to the fact that they understand their audience.  They market a mini replica of their show in the ad's the use- AMAZING.  I watch the show religiously and am always highly interested and engaged with the ad's. 

Understanding your audience is essential.  I think this is something that quite a few Arts organizations do well.  But they need to capitalize more on their findings to create the most effective ad's for the organization! 

For more similar ads watch...
http://www.youtube.com/watch?v=QH_EUgaWLGQ&feature=related
http://www.youtube.com/watch?v=dx4mUyleg98&feature=related
OR Search Madmen Ad's on Youtube!

Education is the best Marketing

The more I consider the field of Arts Marketing the more I see the flaws in it.  I feel our first major failure starts in the Education system.  I realize that a lot of schools do not provide large budgets for the Arts and this is a major problem (especially considering all the social and educational benefits they have been proven to provide).  How can we expect children to be excited and engaged with the arts if they are never made a priority in their lives?  The sheer lack of time given the Arts each week in the classroom sends a message to parents and children alike that the Arts should not take up a lot of time and that they are not valuable.  If children were instilled with a healthy education of the Arts (which for me is what shapes our culture) imagine the difference in the field.  Children wanting to go and see a production or to the museum and in turn taking their parents or grandparents with them generates a generational interest in the Arts.

                                                 

This is somewhat idealistic and I realize that but I cannot help thinking that the job of Arts marketers begins with education.  Why would someone want to come and see something they knew nothing about or thought was above them?  Teaching people from an early age to love the Arts begins a lifelong relationship with the Arts but also the institutions that support them.  Imagine being so swamped with customers you had to manage the overflow and not beg for people to come in.  This would lower costs and make the Arts an increasingly affordable way to spend one's time.  People want to do something engaging that they feel connected to- at least I do.  For that reason I feel a lot of the current disinterest in the arts (about 80% of the population) comes from a lack of connection and education.  No system is perfect and obviously not all students will be interested in the Arts but the potential percentage of people that would enjoy the arts and does not even know what is out there to be experienced yet is overwhelming.  

It is a cycle: if we market the Arts to students through education early on in life imagine how much more meaningful the ads that markets use will mean.   The range of audience you would be marketing to would grow exponentially.  

That being said:  This Christmas Season Gerry Fagan along with Dr. Kevin Rutledge will be hosting a performance of Handel's Messiah.  Two weeks prior to the performance there will be a chance to come and understand the music and theology of the music.  This is a great way to get people interested and engaged- education.  More details coming soon! 

Here is an opportunity to see some great local and international talent in addition to learning and understanding a classical piece of music!