Advertising in Programs and Playbills for Small Businesses

Stretching the advertising and marketing budget is a condition of small businesses--whether a sole proprietorship, family business, or other small operation, trying to get the word out and attract clients and customers without breaking the bank can be tough. One area that is overlooked but a great advertising possibility in many communities is advertising in programs and playbills.

Programs and playbills are publications that are given to patrons at performing arts productions, sporting events and some school activities. These publications are usually printed by a local firm, fairly close to the event date. While some printers or public relations businesses handle the creation of these programs and playbills, often they are produced by the organization or school sponsoring the event or production.

There are several advantages to advertising in these publications. First, they are generally very affordable. A business can typically get a decent-sized print ad for a couple hundred dollars, depending on the publication and the community. Some may even be cheaper. You may be able to include a coupon or special patron discount to help you see how effective the advertising is.

Secondly, you are able to target and reach a fairly well-defined demographic. For example, if you advertise in the symphony program, and your business is financial or estate planning, you'll be reaching a demographic of people who are quite likely to be in the market for your product or services. A neighborhood hardware store may find advertising in the nearby school's event or football program to be a very effective way to attract customers from the neighborhood.

Thirdly, supporting community, educational and civic organizations creates good will and positions your business as one that is involved in the community. The added good publicity can help build popularity and trust for your business. You may also receive sponsorship listing or other mention that will further extend your marketing efforts.