These days, concert promoters often don't publish a high quality poster to advertise their events. They know that newspaper and radio ads are very effective, and many stick to these formats exclusively.
What is often not taken into account is that both newspaper and radio ads are a time limited exposure, with nothing left to show for the expense but hopefully a good turnout. After the event, the benefit of those expenses is gone. Posters, while also extremely effective in short term, can be just as effective in the long term. Promoters often don't put out high quality posters for street use for fear they will be taken down by collectors. With proper distribution, this is hardly a problem. Clear packaging tape works wonders to thwart those tempted. In many areas, the material can be posted on bulletin boards or in window space which are managed by the property owners. These will surely stay up. However, having a show goer take down a poster can also be beneficial. Through public posting of desirable mixed-use posters, the contact information and company logo can be displayed prominently in fans homes for years to come in a way that says "we did this and it was fun, let's see what they have going on this week!". As an immediate benefit, the poster may end up in a dorm room or on someones fridge, reminding folks to go to the show and also raising the interest of others in that particular show and venue. In this respect, high quality advertising posters are a great way to build a solid, loyal fan base. In addition, most collectors are into the music types they collect and are by nature concerned with the propagation of their scene.
Another way to benefit from producing quality advertising posters for an event is to design the image so it can not only be used for the poster, but also can be used for all show-specific print advertising, such as newspapers and magazines. Getting the image out there en masse is very desirable and beneficial to the designer, band and venue. Brand recognition is extremely important in any business and the more places the image can be seen, the better. Once a show goer has seen the ad in a newspaper, they will be reminded of the event each time they pass the poster with the same design on the streets, even if they don't actually read the poster. The most effective posters, with the most bang for buck, are of high quality and for mixed use. That is to say the same print run that is used to advertise the show is also the commemorative item, which can be sold at the show as venue merchandise, and/or given out as a gift poster to the band, crew, special guests & patrons. This is the type of production I recommend to those publishing posters to ensure maximum exposure at all levels: Audience, street, music industry, art industry. If we are going to take the time and expense to produce great posters, let's put them out for all to see. Let's have an effect on the public. After all, is this not the point of both art and advertising? Once printing 500 posters for commemorative purposes, the cost of the next 500 is usually minimal, as the majority of the cost is in set-up. There are also many creative and wonderful ways to get more from your press runs including printing 2-up on one sheet, printing a poster and handbills on one sheet, or even two different sized posters on the same sheet, allowing the design to be more widely dispersed in space restricted areas.
Lastly, quality advertising posters provide a visual archive for the venue & promotion company, as well as the bands. These archives of original posters have been known to sell for 1000's of dollars and add a visual element to the culture of the communities they represent. If a poster is produced correctly, everyone benefits. The band & promoter receive top-notch visual advertising for their show, the venue builds a legacy and archive, the artist is recognized & paid, the community is brightened, and sub-cultures within that community are brought to light in an artistic, high impact and lasting fashion. These posters remind us where we've been, where we are going, and most importantly, where we are.
Jacob Grossi
www.concertposterart.com