Local Event Promotions

Let’s imagine that you have a public event planned for 2009. The event is scheduled to take place on a Saturday in July and will showcase a couple of local bands and a fundraiser.  Where and when should you advertise?

It would be in your best interest to ensure that the venue that your event will be held at is confirmed before even considering advertising for the event. Having to rebuild advertising for a date change is time consuming and also can be damaging to your credibility. Let’s just assume that everything is confirmed and ready to roll.

Step 1. Consider your audience
You should have an idea of the type of person you would like to attend. The advertising should be directed at these individuals.

Step 2. Place a weekly ad for the event in a local paper starting 1 month prior to the event date
This step will work as your anchor. The advertising will be consistent and semi redundant but it will reinforce the message until the event date. Choosing the publication will be very important. You must know who your target audience is and find a publication that will reach them directly. This is where working with a design firm like Studio 3 Design will come in handy.

Step 3. Create event posters and distribute 2 weeks prior to event.
Have your design firm create 11″ x 17″ posters. These posters should be in color and include an image of the bands or an illustrated suggestion of the fundraiser. Do not try to save a little money by having one print photocopied on colored paper. You’ll want to grab the attention of people passing by and color prints are absolutely worth the added expense. Distribute these posters to retail stores or other businesses that will attract your audience. Event postcards could be created in lieu of posters, but having both is an unnecessary expense.

Step 4. The optional Radio ad – Daily; beginning one week prior to event.
If you want to reach all of your target audience, it would be best to not overlook the power of radio ads.  You don’t have as much control of the timing of the ad, but having your message broadcast over a radio station that targets your audience directly, can be a huge benefit.  Again, working with a design firm like Studio 3 Design will simplify this whole process.