Getting the word out when a hot ticket comes to town requires a special talent. Making sure that a production occurs without a flaw takes coordination and management skills. It takes a networking guru who knows how to bring all the pieces together and work with people on many different levels. This is where planning and personality converge. When the right person is in this role, everyone is in the know.
Start by promoting local parties and events to gain prominence and build a business from there. A good concert production company doesn’t happen overnight. It takes long hours with the creators of the event determining exactly what their needs are and the target audience for their event. It also takes time to nurture relationships with media outlets and finding out the new media organizations as they pop up.
Make contact with major venue owners. Without relationships with venue owners, promoting events that are held in their venues may difficult. It’s important that the standing room only clubs feel as important as the stadium arenas.
Develop relationships with artist management. Bands like Pearl Jam depend heavily on touring to maintain exposure with their audiences. They will abandon a company who does not deliver on the turnout that they feel should have occurred at particular events. Make sure that the needs of the artists are understood and coordinate with the artist with online banners, radio spots and street team flyers that build buzz around particular events.
Create a marketing plan template that includes print, television and the Internet. This template should be a tool that can be implemented in various cities with little to know customization. The marketing plan serves to show all stakeholders a detailed plan for getting the word out for an event. It may also be used in gaining new clients.
Find seed money. Advertising takes cash. Even the most creative people will have to spend money at some point to implement a plan. Make sure that the marketing plan is as efficient as possible, but doesn’t cut corners that will affect event turnout.
Revise plans as necessary. If it ain’t broke, don’t fix it. This is a true mantra in many cases, but it is always helpful to revisit an organization’s approach to doing a job. This reevaluation will ensure that plans stay up to date with technology and the demands of the market.
Maurice Moss has been a writer and editor for more than 10 years. He is a member of the Society for Technical Communication, Usability Professionals Association and the American Society for Training and Development. Moss' work has appeared in print and online publications, including "Nursing Management," "Eclipse" magazine and Dallasblack.com. He is pursuing an M.A. in technical communication at Minnesota State University, Mankato.