April 28, 2015

How to plan a gig (part two)

In the second part of ‘how to plan a gig’, we will delve into how to find the perfect date for the big day, how to market a gig, and as you’ll soon find out you can do so much more than hand out flyers and put up posters at every empty space you can find. We’ll also state the various event costs and give advice on and state the importance of a strict timetable for artists/bands at your event.

Date selection
Put heavy thought into choosing the correct date for your event. You do not want it clashing with other local, regional or national events. These can range from Coldplay visiting your local city to England playing Germany at Wembley.

Additional costs
Hosting an event is a serious business, and it comes with many costs. These range from:

  • Venue
  • Band
  • Sound equipment
  • Lighting
  • Staffing and crew
  • Hospitality
  • Security
  • Marketing and promotion
  • Ticketing
  • Additional rooms for changing facilities/green room
  • Car parking
  • Programmes
  • DJ (for before, during breaks and after the gig)
  • Rider demands

Don’t be afraid to negotiate with any on the list, they need your business as much you need theirs.

Bear in mind that some venues charge for items required. So prepare ahead of time.

A great place to start is by conducting research on the influencers that relate to your event. This could be:

  • Local writers
  • Music magazine editors
  • Bloggers etc.

They have a big voice in your area and you’d want to utilise them. If you have any influential friends, you may want to give them a shout too.

Don’t forget to invite local press to the event. Remember press need material to write about, and creating a press kit would be just the ticket (no pun intended). Look at the event from many perspectives when contacting influencers, don’t simply rely on the usual media contacts, talk to local colleges, newspapers, young music bloggers, and even people from fashion.

Social media is everyone’s friend, well most peoples friend, but not if you’re Katie Hopkins, Perez Hilton or Joey Barton. Utilise the platforms that include Facebook, Twitter, Linkedin, Google+, YouTube. Build:

  • A fan page
  • Follow influencers
  • Spread the word
  • Create a preview video

Social media has a world of opportunities, grab a hold of them. Oh, and did I mention you can sell tickets through Facebook with ticketscript?

If you’ve already booked a band for your event, utilise their database to promote the event. Promote at the venue as well.

Of course, you’re welcome to use traditional methods such as creating posters and flyers. Partner with a local company to expand the awareness. Did you know you can utilise sponsors with our e-tickets?

Ultimately, put yourself in the position of your fans when promoting. Where do they go? Why do they go there? If they blog, where? Do they visit a certain social media or many? Getting the answer to these will help to develop a greater marketing/promotional plan.

Promote early and often. You want as many people to see what your event has to offer, and by promoting at the last minute you’re not doing yourself any favours.

Here’s our blog on using social media effectively to promote your event.

If your event has an interval, you could utilise this opportunity to create audience participation via a competition with the winner getting a prize from a sponsor or tickets to your next event. It’s a great technique to build loyalty.

You can partner with a local or national brand to put on the gig. This has many advantages, the biggest being able to utilise each others resources to develop an even stronger gig.

Remember to make promotional material clean and clear. Your audience are probably reminded of an event multiple times throughout a day, make sure yours stands out from the rest.

Have a clear timetable of how long each band/artist will have on stage. Provide strict instructions, as bending the rules for one artist/band could leave another quite … angry.

Raj Jilka