Immersed among the Dale Chihuly exhibit within the botanical gardens gave me goosebumps; I was fascinated by his glass art sculptures flourishing among the exotic floral array. If you’ve ever experienced moments of wonderment viewing art, you know what I mean. We’re not alone. There is a unique segment of art and history lovers across the U.S., and marketers can absolutely engage with us in creative ways.
Art collectors and history buffs tend to be very educated and often affluent. This is a premium segment to reach and engage, and the more creative the campaign, the better! From Boomers to Gen Z, there are art and history connoisseurs of all ages and cultural backgrounds. Relying on demographic targeting isn’t enough to reach this specific audience based on affinity for either art and/or history.
To reach an art and history segment (or an arts segment or a history buff segment), consider how location-based marketing may augment your other marketing efforts.
Maximize your reach among the art and history segment. OOH media offers many benefits and can take your message directly to this audience in the real world. Think about a campaign that provides coverage at:
- Museum districts
- Art galleries, studios, institutes and museums
- Fine art boutiques
- Arts festivals
- History museums
- Historical destination visitor centers
- Reenactments and history-related events
- Lighthouse museums
- Theaters and theater districts
- Botanical gardens
- Antique malls, shops or events
How would you position your brand at each of these locations? Customize the out-of-home message to resonate for greatest response.
In addition to OOH media placements to raise awareness with relevant messaging, an integrated campaign can include field marketing teams and mobile display advertising. A strategic combination of out-of-home media and brand experiences can personalize your campaign aptly to this audience at scale.
A potential campaign for art and history coverage may include:
- A mobile billboard for each region that travels from city to city over the course of the year, focusing on building awareness in key locations
- Field marketing teams at popular arts festivals or historical reenactments to engage one-to-one with attendees
- Event, arts council or museum sponsorships which would allow for more branded real estate and audience discovery
- Brand experiences across top U.S. markets in which your brand owns the event and can drive a deeper connection among this audience
- Content marketing efforts that align the art and history messaging across all campaign channels
- Targeted digital campaigns to reach, engage and wow the arts and history fans across America
- Unique online or augmented reality experience to further captivate this audience once you’ve grabbed their attention
These are savvy shoppers, and they appreciate more creative approaches than the general public. With a brilliant creative and simple messaging, they can be wowed with a well-planned media strategy.
For the digital marketing portion of the OOH campaign, there are many ways we can minimize waste to ensure we’re reaching the right audience. For examples:
- Serve ads to those closest to the OOH media to increase frequency and dual-channel messaging, which boosts media performance
- Geofence key points of interest, such as museums or arts festivals, to build a first-party database of people attending
- Implement audience filters or apply demographic targeting
- Retarget campaign devices with additional relevant messages or offers
By engaging near these keys points of interest with both digital and physical messaging, you’re strengthening your position as an art and history brand.
To plan your local, regional or national art and history coverage media plan, let’s connect.