The saying “if you build it, they will come” only rings true when they know what you built and where to go. The members of Eventbrite’s Music Council, which is composed of artists, promoters, festivals, and venues, knows that in order to fill seats at a concert or music event, you need to reach the right audience first.
The council’s latest meeting dove deep on best practices for music event marketing, the crucial step you take after building an event to make sure that people come.
Here are their five tips to knock your do-it-yourself marketing out of the park:
- Know your audience — and how to reach them: The better you understand your audience, the easier it is to meet them where they are — whether that’s through social media marketing, email blasts, or radio promos. It’s crucial to determine your audience size and goals before building a marketing plan. Let’s say you intentionally target a smaller, more specialized audience: You can end up creating a funnel where some attendees become core super fans — or ambassadors for your brand. Enlisting artists who are participating in your events to amplify marketing efforts can also expand your reach by exposing your event to their fans.
- Dig into data. Not sure how to determine who your audience is? Leverage automated tools to review detailed ticket sale data. You should also survey your audience to learn more about their preferences and how they discovered your events to fine-tune your marketing and discoverability in the future. For performers or events that make a living off of touring income, these steps will also help you gauge your draw in different markets.
- It’s all about timing: As you get to learn your audience, you’ll develop best practices for sending emails or posting content. One council member knows that Tuesdays are the best days to email their mailing list; whereas Fridays and Sundays lead to unopened messages. You can go at it alone — automated marketing tools like Eventbrite Boost can help you manage your sends and posts with easy-to-use email and social media templates that pre-fill your event details to build, launch, and automate your campaigns in just a few clicks.
- Instagram is crucial, but don’t forget about Facebook: Social media marketing remains one of the easiest ways to get the word out about events — particularly if you have a built-in audience of followers. If not, you can partner with sponsors or featured artists to co-promote an event on Instagram with a shared post. (And as you grow your following, those partners will start coming to you for collaborative posts.) Instagram remains a crucial marketing tool for video content — especially to show attendees what they’re missing out on if they don’t go — but don’t overlook Facebook. One council member noted how Facebook’s reach is just as big, particularly for sharing photos of festival fliers. Supplementing your organic social content with paid social ads can help you reach a wider, targeted audience, particularly after you’ve built a funnel for future events.
- Find your ideal workflow: One of the biggest challenges many music event organizers face is finding the time to manage their marketing alongside their other priorities.If you can’t hire someone dedicated to help with marketing or don’t have time to establish a process, Eventbrite Music Council members have you covered on their best time management hacks.
- Set a routine. Some council members have identified days that are busier with marketing tasks, so they dedicate larger parts of their days to prioritizing marketing needs
- Make tasks bite-sized. Others make marketing part of their everyday process, relying on surveys to dig deeper into their audience.
- Put tasks on repeat. Create processes that are repeatable to help streamline weekly or monthly tasks.
Heading into the summer, give these marketing tips a spin to unlock increased sales and awareness of your events.