From Brochures to Pockets: A Sustainable Arts Marketing Tale
In an era dominated by digital marketing, the decision to shift to a smaller, more eco-friendly brochure format for our performing arts centre initially raised eyebrows, particularly from our CEO. Doubts emerged, questioning the brochure’s role as more than just an institutional marketing tool and the practicality of direct ticket bookings. Yet, beneath this scepticism lies a story of innovation and adaptability. We delve into our journey, exploring how these pocket-sized brochures, while respecting our sustainability goals, aim to not only market but also bridge the gap between print and digital, driving engagement and paving the way for a more sustainable future in the world of arts promotion.
I wanted to take you on a little journey – my journey, in fact – as I share our experience with a somewhat unconventional decision for our performing arts centre. We’ve recently decided to switch things up and go for a smaller A5 fold-out brochure format. Why, you ask? Well, let’s chat about it.
The Idea: Why Change a Good Thing?
Event brochures have a rich history that dates back to the need to provide organised event information to the public. These printed materials have evolved significantly over time, and we’ve always had those traditional brochures. You know the ones – big, glossy, filled with vibrant images and detailed descriptions of our upcoming events. But we started thinking: there’s got to be a more sustainable and practical way to do this.
A Brief Dive into the History of Event Brochures
Event listings brochures have a history rooted in the need to provide information about upcoming events to the public in a convenient and organised format. While the exact origin is hard to pinpoint, these brochures have been distributed through print media such as newspapers, magazines, and local community newsletters. They also served as physical bulletin board postings in many communities. Over time, brochures and pamphlets were introduced to provide a comprehensive overview of events in a region, making it easier for tourists and locals alike to plan their activities. In today’s digital age, event organisers often use a combination of printed brochures and online listings to maximise their reach and cater to different preferences and needs of their target audience.
Drawing inspiration from an article in [The Guardian], which highlighted the allure and design of theatre brochures, it’s evident that while brochures should be visually appealing, they should also serve their primary purpose of providing essential information about shows and how to book tickets. Some brochures, in their attempt to stand out, adopt unconventional formats that make them difficult to navigate.
This resonates with our decision to innovate and adapt to a more compact and sustainable format.
Sustainability Goals
First and foremost, we wanted to reduce our environmental footprint. Sustainability has become a critical aspect of our mission, and we wanted our marketing materials to reflect that commitment. So, the idea of a smaller brochure format was born.
Advantages and Disadvantages of Event Brochures
Advantages:
- Tangible Reference: Brochures provide a physical reference that people can take with them, making it easy for attendees to refer to event details without needing an internet connection.
- Targeted Audience: Brochures can be strategically distributed in specific locations, ensuring that they reach a targeted audience interested in the events listed.
- Brand Exposure: Organisers can use brochures as a branding tool, showcasing their logo and design, which can leave a lasting impression on readers.
- Comprehensive Information: Brochures allow for the inclusion of comprehensive event information, such as schedules, maps, and contact details, all in one place.
- Visual Appeal: Well-designed brochures can be visually appealing, catching the reader’s attention and sparking interest in the listed events.
Disadvantages:
- Limited Reach: Printed brochures have a limited distribution reach compared to digital platforms. They may not reach as wide of an audience as online event listings or social media.
- Cost: Designing, printing, and distributing brochures can be costly, especially for smaller arts centres like ourselves.
- Environmental Impact: The production of printed brochures consumes resources and contributes to environmental concerns, particularly if they are not recycled properly. And once they leave us, we have no control over that.
- Static Information: Once printed, brochures cannot be easily updated with real-time information about event changes or cancellations.
- Limited Interactivity: Unlike digital platforms, printed brochures lack interactivity features, such as links to ticketing websites or live updates on event status.
Easier Distribution
One of the practical aspects that attracted us to the A5 fold-out brochure was how much easier it would be to distribute. We often find ourselves external to the centre, flyering at various events or outlets, and these smaller brochures could easily fit in pockets or purses, making them more convenient for potential attendees.
A Designer’s Perspective
Our design team was equally excited about this change. The design process for the smaller brochures proved to be less time-consuming and allowed our talented designer to allocate more time to creating captivating digital assets that would complement our print materials.
Institutional Marketing and Brochures
Event listings brochures also serve as an institutional marketing tool. Institutions use brochures to reinforce their brand identity, disseminate information about events, engage their audience, promote their mission and values, and foster partnerships with other organisations. While the transition to digital marketing is prevalent, many institutions opt for a hybrid approach, combining printed brochures with online listings to cater to various audience preferences and needs.
At the heart of our decision to embrace a smaller brochure format was a vision that extended beyond the realm of traditional marketing. Our CEO expressed concerns that brochures were primarily seen as institutional marketing tools and that direct ticket bookings through them were rare. Indeed, he had a point. The digital age has reshaped how people engage with events, often relying on online platforms for ticket reservations. However, our move towards compact brochures is not merely an attempt to maintain the status quo. It’s about innovation and adaptation. These pocket-sized brochures serve as more than just marketing; they’re a gateway to our online presence, bridging the gap between print and digital. They provide a tangible connection to our events, sparking curiosity, and driving individuals to explore further online. In this sense, they play a vital role in redirecting attention towards our digital assets, helping us engage with our audience on multiple fronts.
The Unseen Future
At this point, we’re still in the early stages of this trial. We haven’t seen the results of this change in action just yet, but we’re excited about the possibilities. We believe that this move toward a more sustainable, pocketable brochure format will resonate with our audience, showcasing our adaptability and commitment to making a positive environmental impact.
Conclusion: Walking the Sustainability Talk
So, there you have it – our journey to choosing a different format for our arts centre brochures. We wanted to make our marketing materials align better with our sustainability goals, improve distribution, and streamline the design process. While we’re still awaiting the full results, we’re confident that this change will be a positive one for us and our audience.
Stay tuned as we continue to explore how this decision affects our engagement, and if you ever receive one of our new brochures, I hope you find it as pocket-friendly and eco-conscious as we do.
*Source: [The Guardian – A user’s guide to theatre brochures](https://www.theguardian.com/stage/theatreblog/2008/mar/26/ausersguidetotheatrebroch)*
