At first glance marketing for the arts and consumer packaged goods (CPGs) seem like they don’t have much in common. After working as a freelance consultant for Karma Nuts, I see how a CPG marketing strategy isn’t all that different from what I do in the arts.
How much do the arts and CPGs have in common? Whether I’m spreading the word about an upcoming exhibition or jar of cinnamon cashews, there are a few things I keep in mind for my approach to marketing both:
Value matters more than promotion
Effective marketing is about more than promotion. It doesn’t matter if I’m aiming to increase ticket revenue for a performance or sales for a special holiday offer, I’ll have better results if I think about what makes my product or service unique. Highlighting that a product is Whole30 Approved® is more meaningful to potential customers than a 20% off discount.
Before you make a conclusion about what you think your audiences should want, take a moment to think about your product or service from their perspective. When you make a purchase, is it because of a special sale? Or is it because the company highlighted a feature you were looking for?
Telling the story of what you do and how it benefits your audiences means more to them and takes your CPG marketing strategy one step further.
Your audiences are a part of the story
One of the strongest storytelling approaches for both an arts and a CPG marketing strategy is putting your audience front and center. Showing what happens when your customer makes your concert a part of their routine or your lightly-salted snack a part of their daily meals highlights the value your brand brings to their lives.
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Seeing someone enjoy your product or service can help your audience identify with their own journey. If you’re working with your marketing team to figure out what might appeal to potential customers, consider ways you can bring your audience into your campaign’s storyline.
Customer loyalty is key
Although gaining new audiences is important, having repeat customers for new art exhibitions or product flavors are what keeps your company going. Knowing you have loyal customers who will come back and support you means you have a strong foundation to build on. It’s an essential part for any arts or CPG marketing strategy.
Constantly thinking of ways to bring in new customers requires many resources and time to lead to purchases. Encouraging frequent customers to stay engaged most likely won’t require as much since they already know your brand and what to expect. That’s why the next time you plan programming for your arts organization or the launch of a new product line it’s vital to think of ways you can keep your regular customers coming back.
ROI isn’t the only goal
The magic number most companies look to measure their success is Return on Investment (ROI). Even though this number ensures your money is well spent, it’s also good to look at other results to understand how your customers perceive your brand. How do you know you’re spending on the most effective channels? What reactions do audiences have about your latest production or snack pack flavors? These are all questions to consider as well as ROI.
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Numbers like Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and Click-Through Rate (CTR) shows if your product or service is getting interest and generating sales efficiently. Reviewing feedback, messages, and customer reviews provide you an idea of what customers think about your brand’s products or services. Taking the time to look beyond ROI can give you a holistic view of your brand and future tactics you can implement in your arts or CPG marketing strategy.
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