Working hard to pack out a venue for one event is something most promoters can do, but what about repeat customers? Those that run weekly or monthly events may have found their fanbase dwindling due to overlooking some of the simplest tactics. Here’s a handful of tips that will keep your audience satisfied and coming back for more:
Separate your events from the competition by providing something they don’t for free. There are enough parties and shows that nickel and dime their guests- don’t throw another. Comforting guests with bite-sized snacks or water will show that you care, hotspots and cell phone charging stations will keep customers at your event. Can’t afford to giveaway hundreds of free drinks? Simply have a raffle and give out a few.
Opening your inbox to find a obvious email blast isn’t exactly a warm invite. It blends in with spam and, even worse, causes those annoyed to unsubscribe. If you simply ask for a name and email from your attendees, you are missing out on target marketing. Having multiple mailing lists will allow you to focus on those that will have a greater chance of actually showing up. Text marketing for special guests are also great for reminders since 95% of cell-phone texts are opened.
Coupons and Discounts
Sometimes taking 10% off is enough for an entire group of friends to choose your event over another non-discounted one. Half-off pre-sales that only run for a limited time boost hype even after you end the promotion- those that missed it will be checking more often. Just be careful not to overdo this tactic to maintain your value.
Fun contests and polls that actually influence your events can convert first-time goers into fans. If they see that the time they’ve invested into your 2-mintue poll about lighting actually adds visuals that they wanted, they’ll stay involved. As for contests, try leaving one spot on the lineup open and ask fans/musicians to post music links. Then create a poll and have the one with the most votes play the gig. Having a two-way street approach will keep fans engaged and feel valued.
In the world of social media tagging, professional photos and videos serve as a way for you to show off how well your event went and also provides attendees with potential profile pictures. You might not have had a chance to get their email for their mailing list, but at least you can send them a friend request and show up in their Facebook feed. Having enough videos taken over a period of time for small weekly events can serve as great promotional material when combined.
There are definite advantages to staying within the right boundaries as far as the same time, price, and genre goes. If you have an art party one month and a metal show the next, you’re confusing your audience. It’s best to stick to what your team is good at organizing rather than trying to be the most unique promoter in town. If not, your invites will lose their influence.
Please Your Influencers
You probably already know who these people are- those popular individuals who have the potential to bring masses of fans. Usually other promoters, musicians, artists and the like have a certain pull when it comes to their own following, so make sure they feel special when they attend. Get together all of these people in a VIP room and you’ll have great networking opportunities.
Last but not least, remember that you are providing an experience which needs to stay extraordinary. Having the same event on a weekly basis may enable more availability, but it may also cheapen your brand. Even sending too many updates to the right people can be the wrong move if they simply want a time, price, and place to party. Before planning your event, be sure to check the calendar to see what else is going on in the same area at the same time. It’s important to keep in mind that many of your fans go to other shows besides yours.