Marketing events, known as promotional events are a popular alternative within the entertainment industry. In some ways the marketing event is not a simple project, on the other it is not exactly a rocket science, either. As with other functions and events, the promotional events require organisational skills. This does not mean that you are able to keep your room tidy (though it helps!). The organisational skills are the ability to think thoroughly about the project and leaving no stone unturned (or at least most stones). For the marketing event, this means that you properly investigate:
We are currently entering a global recession.
This is not exactly a bad news for the entertainment industry.
In fact, the shows, music bands and cinema thrive during bad economic times.
So, if you plan a marketing event soon then you are on the right track.
The core aspects of the events planning are discussed in another article (Planning an Event).
You should read them carefully because these pages contain legal obligations of public functions.
Once you are ok with the council and public responsibilities, you can go down to run the actual show.
Remember, music shows are popular but not simple to organise.
For any promotional event you need at least two weeks in advance to advertise the show.
This means, that before your fliers are printed, you must know which music bands will perform.
You should never hire a music band because it is cool.
Spectators will leave your place and never come back if the performers "suck".
Since you do not have money to hire Britney Spears, make sure that your artists are quality musicians.
Public does not expect famous performers but they will judge the show mercilessly.
Your advertising is a real must.
You should use any "free" local advertising options such as shopping centers and local college notice boards.
Ensure that council knows about your marketing event.
Not only this is your legal obligation but they can also advice about other local marketing ideas.
Do not rely on Facebook and MySpace.
The social media can get annoyed with phony accounts used for promotional events.
The word of mouth is the best advertising option.
It is the cheapest and the most effective marketing idea.
However, the word of mouth requires a lot of connections.
Therefore, you still need other conventional methods.
This includes billboards, local newspapers, flyers and council advertisements.
Remember, the delivery of email and postage has to follow local polices.
Some towns and villages may oppose mass (or junk) mail.
The internet polices are also clear about spamming.
Ok, we have covered the advertisements.
The next stage is the organisation.
Every person must know exactly what to do.
And every person must be also tied to a legal contract (including you).
Without the contract you should never undertake any marketing event.
These promotional projects are very expensive and can get out of hand without legal structure.
Finally, ensure where is your place. Music shows require a lot of technical expertise including:
Do not try to step into these guys responsibilities (even if you have the expertise). Concentrate on managing the larger picture and do not assume anything.
You have to have a certain level of personality to run a marketing event.
Contrary to corporate events and sports events, the promotional event demands that you face larger audience and coordinate many staff members to run the show.
Your ego has to be put in check.
You have to be strict but always polite.
If you offend key players (eg. sound engineer, performer, etc), you may need to close the event.
The process of suing individuals will take days (if not months) but meantime you will face immediate pressure from your sponsors.
"Always polite and always in control" is the key to succeed.