Your client
at antique shows
Here's a way to reach older, largely affluent consumers
By Diego Vasquez
Feb 6, 2012
Many advertisers target young adults, but mature audiences with more money to spend can be an attractive target as well for certain brands. One out-of-home venue that reaches mostly older people is antique shows.
More than two-thirds of antiques show visitors are age 45 or older, and it's an affluent, well-educated bunch. Forty percent have an annual household income of $100,000 or more.
In addition to reaching an upscale audience, antique shows advertisers can also connect with tens of thousands of people in a single weekend, and at minimal cost.
To find out how to get your client at antique shows, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising and sponsorship at antique shows.
Who
Organizers of individual antique shows handle advertising and sponsorship.
How it works
Antiques shows are indoor or outdoor events where hundreds of dealers gather to sell old items of value. Many shows charge admission, typically $10 to $15.
Anyone who's ever caught a glimpse of PBS's "Antiques Roadshow" has an idea of the wide variety of items that can be found while antiquing.
The most visible piece of ad inventory at antique shows is title sponsorship. This ensures a brand's name and logo will be seen in the marketing leading up to event, and it also guarantees the advertiser a big presence around the show's grounds.
Sponsors of all levels can place an ad in the show's program guide or map. This could be as simple as a company logo, or it could include a call-to-action such as a coupon.
Advertisers can also interact with showgoers as they enter or exit by setting up a table or booth display to, for example, sign up new telecom customers, distribute wine and cheese samples or showcase a luxury vehicle.
This type of activity is often restricted to areas near the show's entrances and exits, so it doesn't interfere with the antiquing experience.
Markets
Antique shows take place in or near every major market.
Numbers
Individual shows don’t release attendance figures, but organizers estimate that larger shows average between 30,000 and 40,000 visitors a day.
There are hundreds of antique shows annually, with an average of several each weekend across the country.
How it is measured
Paid attendance is tracked, and individual advertisers who set up tables can also track how many visitors they interact with.
What product categories work well
Recent or current antique show advertisers include beer, wine, travel, financial, supermarkets, high-end retail and local media such as newspapers, magazines and TV and radio stations.
Demographics
National data isn't available for antique show enthusiasts, but among adults in New York who have attended and antiques show or auction in the past 12 months, 50.4 percent are male and 49.6 percent are female, according to Scarborough Research.
Eleven percent are ages 18-29, with 21 percent 30-44, 46 percent 45-64 and 22 percent 65-plus.
Seventy percent have an average household income at $50,000 or higher, with 56 percent at $75,000 or more, 40 percent at $100,000 or above and 8 percent at $250,000 or more.
Making the buy
Advertising and sponsorship deals can be set up as little as a few days before the show, but organizers recommend at least 30 days of lead time.
Pricing varies widely. A basic presence at a smaller show could cost a few hundred dollars, while title sponsorship at larger shows run five figures.
Who’s already been at antique shows
Recent brands that have sponsored and advertised at antique shows include The Los Angeles Times, Price Chopper, Budweiser, Vernon Downs Casino & Hotel, UBS, Coca-Cola, Neiman Marcus, Heineken and Kroger.
What they’re saying
"The audience is primarily 35-64, very well educated, with high household income and an appreciation of culture--it's a very well-off audience. Often times they're empty nesters. They have money to spend and they know what they're looking for." – Tom Tarry, CEO of the Results Group, which organizes the Madison Bouckville Antique Festival in New York
Web site info
Los Angeles Antiques Show
www.losangelesantiqueshow.com
Rotary East Antique Show
http://www.rotaryantiqueshow.org
Madison Bouckville Antique Festival
http://www.madisonbouckvilleantiquefest.com
Winter Antiques Show
http://www.winterantiquesshow.com
The Main Line Antiques Show
http://www.mainlineantiquesshow.com
Thomasville Antiques Show
http://www.thomasvilleantiquesshow.com
The Cathedral Antiques Show
http://blog.cathedralantiques.org
Weston Antiques Show
http://westonantiquesshow.org
Caskey Lees Antiques & Fine Art Shows
http://www.caskeylees.com
Round Top Antiques Fair
http://www.roundtoptexasantiques.com
Brimfield Antique Show
http://www.brimfieldshow.com
Renningers Antiques & Farmers Market
http://renningers.com
International Collectibles & Antiques Shows
http://www.icashows.com
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