It’s no fun playing to an audience of five. But especially when you’re just starting out, it’s often the band’s responsibility to get the audience to show up to the next gig. It’s important to develop a marketing routine for your gigs—and to work hard to promote them. Here are seven ways you can get the word out about your next gig.
Advertise early. Don’t leave your advertising efforts until the week before the show. As soon as you’ve been booked at an event, get together with your band and design a marketing strategy. The more methodical you are with your marketing, the more you’re likely to reach a potential audience. It’s best to start thinking about your marketing plan at least a few months before the gig.
Get your advertising out there. You should have fliers, postcards, and posters printed up advertising your gig. There are plenty of websites that will let you upload your own art and print it onto professional-looking materials or give you templates to customize. Make sure you get your print advertising out and in the hands of as many people as possible. Leave cards at record stores and coffee shops—some stores will let you hang your promotional materials in their windows or on their bulletin boards. Hang your posters in as many places as possible and mail fliers to everyone on your mailing list.
Hand out fliers at concerts. Want to reach an audience of people who will like your music? Go see bands that play music similar to yours. Pass out your fliers to audience members; talk to people about your band; and network with the band that’s playing. The idea is that if they like this band—no matter how well known—chances are they’ll like yours as well.
Tell your friends and family. Your friends and family are your number-one fans—and they’ll work for you like nobody else. Get your friends and family to spread the word at work and at home; encourage them to bring their friends to your gig; and ask them to pass out fliers and hang posters for you. With a group of dedicated friends and family behind you, you’ll definitely get the word out to a wider audience of people.
Announce it online. If you’re not already on Facebook and MySpace, you should be. Make sure you’re announcing your gig on your online profile. If you have a blog, write a post about this gig—encourage visitors to come by letting them know about free giveaways, discounted CD’s, and other incentives to be there. If you have an online mailing list, send out an e-blast about your next gig.
Announce it to the local newspapers. Local newspapers often have a section that highlights local events and entertainment. Make sure all your local newspapers know about your gig. Write up a press release detailing your gig and telling the newspaper an interesting story about your band’s history. If you’re unusual enough, they might decide to do a feature on you instead of simply running an announcement in the entertainment section.
Open for another band. It’s crucial to network with other bands in your Indie community. Opening for another band is a great way to get your audience interested in you. Choose a band that plays to the same audience that’s likely to enjoy your music. Go to their concerts and make friends with the band members. Network as much as you can. Hopefully, you’ll be able to find a band that will be thrilled to let you open for them.
Promoting your band’s next gig isn’t easy. You’re competing with established bands that have professional marketing departments, other local Indie bands who want an audience just as badly as you do, and hundreds of other activities people could be doing on the night of your gig. But don’t let this stop you from doing all you can to get the word out. Hand out fliers, hang posters, alert the media, and network with other bands. The more you promote yourself, the more visible you’ll be—and the more likely you’ll draw a crowd on the night of your next gig.