Creating an event is a very complicated task and needs extensive organization. Having a good marketing strategy can mean the difference between success and failure of an event. But how can we promote our event to reach the maximum number of people within our target audience?
One of the best bets is that if it is a musical event the artists participate in the promotion and that they are the ones who attract the attention of the target audience. In addition, although paid ads can be seen as an additional expense, they can become a very profitable investment. Therefore, we must take into account what are the best strategies and use social networks as they can give us a broad competitive advantage.
The organization of a musical event is something really expensive not to get the expected benefit from it.
When talking about playing in a Wizink Center or the organization of any festival, we are talking about a minimum investment of 600,000 € in advance, which is paid by the investors and the promoter.
These large amounts to be disturbed, make the organization of this type of events become a moment of uncertainty that only disappears in case of selling the expected amount of tickets.
Artists who sell this volume of tickets at the box office are counted on the fingers of one hand. Precisely for this reason, it is the task of the communication offices to elaborate a strategy that allows a coherent and effective dissemination of the event in such a way that it achieves the objectives that were sought to be achieved.
On many occasions, concerts or musical events are not communicated correctly, so that they are reduced to a small number of followers who are attentive to the news announced by the singer or the group through their social networks.
By implementing a good marketing strategy we will achieve, through specific tools, a virality that will be of great help when it comes to informing the most absent-minded followers or even potential customers who, a prior, did not expect to attend this event.
Once we know the importance of advertising our concerts, it is important to take into account what media we will use to launch our message and pay special attention to the question: how to advertise a concert?
Sometimes, traditional methods are still the best, specifically when it comes to advertising a show whether it is musical or theatrical or combination of both, reaching a local audience is one of the key benefits. Nothing is more traditional for a musical show than physical advertising.
It is an opportunity to capture people’s attention in a really economical way. There are many places or spaces set up for posters in most cities, where you can put them up for free in commercially interesting and relevant places.
In short, physical advertising is a very economical form of communication in which you only have to pay the price of printing and placing it in the right location, it is still very effective in capturing the attention of users.
The fact that the artists of the band repeatedly upload the flyer of the event or talk about it in their social networks will serve as a vehicle to communicate the celebration of the event.
In many cases, the vocalist has more followers than the band itself and this could result in a portion of the audience that follows the vocalist not following the band and therefore not finding out about the latest news such as tours, single and live performances.
If all the members of a band share it and talk about it, the virality will be higher and therefore, the success will be higher too.
As we discussed earlier, organizing an event of this caliber is really expensive. In fact, profit margins are often tight so it’s easy to see why promoters may be reluctant to spend.
Fortunately, the paid advertising situation has changed enormously. So much so that, if you do it right, a small outlay can come with hundreds of attendees going to your show.
Paid advertising can provide a great return on investment and for that you need to establish a prior analysis beforehand regarding your audience, their most used channels and also their schedules.
Platforms like Google and Facebook Ads will allow you to target people based on location, the bands they like, their age and much more. This will maximize the chances of the right people seeing your ads.
Make the most of social media, despite being a no-brainer, it’s probably the most important medium when it comes to establishing how to advertise a concert.
It’s free, and there are many ways to share your show. Instead of just saying “come to my concert”, try something more persuasive.
Play on your audience’s emotions by conveying experiences through videos of their previous artists or concerts. Emotionality is a great way to grab people’s attention on social media.
Event listing websites are usually free and generally a very recurrent place when looking for concerts to attend. Therefore, it is a free alternative that you should not waste.
The local press can also be a powerful tool. Local newspapers and radio stations are definitely worth approaching.