You did it! You booked an awesome event and are ready to get started on getting the word out. Below is everything you need to know about marketing your show.

Get Marketing Assets

When you book a show, one of the first things you will get are an artist’s marketing assets. Usually you will get a couple different photo options, and maybe a logo and artist bio. These photos you receive are the only photos that should be used when creating marketing materials for your show. If you book a show that’s part of a routed tour, they will send over specific tour assets which you can plug your venue/city/event info into. 

Design your Posters & Social Media Posts

When making posters or social media posts, make sure the who (artist name), what (name of event), where (venue info), when (date/time), and how (ticket or entry info) are easily identifiable within the first few seconds of looking at it. For additional tips on how to make an effective poster check out our blog How To Make A Show Poster.

Billing is one of the first things artist teams will look for when reviewing marketing materials. Your headliner’s name and photo should be the biggest, with direct support next biggest, then any other openers should be smaller. For a more detailed description on proper billing and an example of a well done poster, check out our blog post What is Event Billing for Concerts?

Once you have draft graphics, they MUST be approved by the artist team prior to posting or printing. Give yourself at least a few days between sending for approval and when you want to announce and/or go to print to ensure you have time to make any requested changes. 

Once your graphics are approved, you are ready to announce your show! There are lots of creative ways to build buzz about your show, but check out our blog post 5 Ways To Announce Your Show for some ideas on how to build hype right from the announce and onsale. 

Think Outside the Box

When it comes to marketing your show, get creative with ideas! Sometimes artists are willing to make a selfie video you can use to promote, so it never hurts to ask. We’ve seen cardboard cutouts used for people to take selfies with, meet & greet giveaways (with artist approval of course!), etc. Just make sure that anything that would require artist involvement or any artwork with their name/photo is approved before posting or printing. 

Get Legit Photos

On show day, load in and soundcheck are not a time to get “exclusive” content. Out of respect for your artist needing their sound check to be private, please put cameras away. During the show, be sure to follow the photo rules laid out by the tour manager. Usually photos taken by professional cameras can be taken from the pit between the barricade and the stage for the first 3 songs, then you can move back to the “house,” which is anywhere in the audience. Typical rules also include no flash and no stage access (unless approved by the tour manager onsite) but these can vary depending on the artist. 

Recap

Post show, an event recap on social media can be important to build momentum for your next event. Make sure anyone who missed your event doesn’t want to miss the next one! Some artists will request approval on photos before you post an event recap. Be sure to send those as soon as possible post-show in case it takes a bit to get approved. Any recap video content that includes footage of the artists will need to be approved in advance of posting as well. When in doubt, always feel free to ask!

Thorough marketing is pivotal to a successful well-attended event. A social media post that gets shared every couple of weeks probably won’t cut it. A rule of thumb when it comes to product marketing is that someone needs to see something 7 times in order to purchase. Keep that in mind when it comes to marketing your event. Posters, social media, tabling, giveaways, etc. should all be used in combination to make sure people know about your show.

Need some help planning your event? Booking and planning shows is our specialty. Let’s talk about how we can help! 

Amber Olson

Account Executive | How To Concerts

Amber's experience began on the programming committee at Cal Poly SLO. She now works directly with our wonderful clients to book and plan out their amazing shows.. Have questions for Amber? Feel free to reach out.

920.600.8200   |   amber@howtoconcerts.com

Amber Olson

Account Executive | How To Concerts

Amber's experience began on the programming committee at Cal Poly SLO. She now works directly with our wonderful clients to book and plan out their amazing shows.. Have questions for Amber? Feel free to reach out.

920.600.8200   |   amber@howtoconcerts.com