Keys to Advertising Events

ADVERTISING (def - noun) The techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.

Over time, the means and methods of advertising have changed to meet the technological changes and the social changes in society. More people are on the move, more people have electronic devices to communicate, and time has become a factor in making information available. People want it fast and concise so that decisions can be made and they can get on with their lives.

All of these changes and ‘improvements’ have caused certain forms of media to take over (social, television for example); certain forms to alter their approach (Media websites, Blogs, Pod-Casts), and certain forms to dissolve completely (local and national print newspapers and magazines are few and far between).

There are many ways of ‘Advertising’ and the best approach for an organization can be found in the resources available in their community. The environment of the community is equally important as the people who live and work there are going to make events materialize and successful. The contribution of the people is vital to the success of the community as a whole and to the happenings.

ADVERTISING APPROACHES for CONSIDERATION

WORD OF MOUTH ADVERTISING

The most effective and least expensive (actually FREE) form of advertising - What is better advertising than someone telling a colleague or friend about an event that they saw and enjoyed?

SOCIAL MEDIA

• Use Personal and Group Texting
• Networking with Other Groups and Organizations
• Facebook
• Instagram
• X (Twitter)
• Use social media more and use it often to advertise your event.
• These are important methods our ‘modern’ society uses to communicate events and happenings.

EMAIL MARKETING

Build an email list from those who visit your website and/or posts and want to keep informed about future events.

VIDEO ANNOUNCEMENTS

• YouTube videos are here to stay.
• More and more advertising and education takes place over YouTube and it attracts a variety of interests and people to the channel.
  • Make a promo video/trailer
  • Commercial
  • Discussion segment to help with getting the word out.

LOCAL ORGANIZATION INVOLVEMENT

• Other non-profit groups or Libraries in the area who are interested in the subject matter being presented.
• Get the schools involved (video class, technology class) where videos, cameras are available to help with the promotion.
• The more people you get involved in ‘getting the word out,’ the wider the information flow extends within the community.

OTHER THEATER INVOLVEMENT

• Maybe take a few dates to showcase the event to another venue in the area.
• Have other venues show promo materials in exchange for doing the same in your presentation and/or playbill.
• The more involved other theaters or venues become, the more audience is reached and the more content is available to audiences.
• Expand audience size in all venues not just for what your group is doing.

SMALLER VENUES

Smaller public performances – sometimes the size of the venue is a deterrent to presentation and for drawing an audience. If the place cannot be filled, then choose a smaller location and fill that.

INCLUSION OF EXTRA VALUE ITEM

Grab bags, small photos or postcards signed by the performers, a ‘meet and greet’ after the event (a cast line for hugs and handshakes), cookies at intermission or on the way out

DISCOUNTS - SHOW DATES, PATRON

• Ticket pricing for age groups
• Advanced ticket sales discounted vs ‘at the door’ pricing

LIVE MEDIA 

• Use Radio ads
• Radio PSAs (Public Service Announcements) are free to non-profits
• Radio sit-downs to discuss the project
• TV advertising
• TV PSAs, rolling announcements
• TV reporter ‘man-on-the-street’ interviews.

PRIDE IN ACCOMPLISHMENT

• Use of social media, ‘face to face’ discussions
• Library talks at story hour for kids
• Community conversations about the importance of theater in one’s life – more and more people will understand and appreciate the importance and possibly attend and event or two to support The Arts.

"OFFLINE" PROMOTION

• POSTERS and FLIERS– the more visual advertising is done, the more contact with an audience will be achieved.
  • Get them out early and make them attractive for the passer-by (walking, riding a bike, driving a car, on the local bus) –
  • Local sites –
    • Local business windows
    • Library bulletin boards
    • Community Center bulletin boards
    • Church bulletins
    • Inside car windows (if not obstructing the view of the driver).
• Banners across the Highway or in City prescribed locations
• Fliers/Postcards –
  • Stuffers for local utility billings from the City
  • City newsletters
  • Bag stuffing at the local super market and drug store
• Business cards
• Brochure size cards

"INFORMATION STATION" ANNOUNCEMENTS

• Electronic Reader Boards Around Town
  • At the Chamber of Commerce
  • At the local theater – constant display of upcoming events.
• Relocatable –
  • Manually edited display boards
  • Sandwich board signage on street corners
  • Campaign-type signs in strategic places.

EVENT LISTING WEBSITES

• Your Organization’s website
• Community theater
• Chamber of Commerce
• City Website
• Promotional announcements on business websites (Ex. Local coffee shop or pizza parlor offering a discount for coming in and showing ticket stub that you attended the event)

LIVE "SHORTS"

To cause people to stop and listen.

• Use the City Park or the town square to present a ‘commercial’ of what your event is about.
• Draw from what Macy’s Thankgiving Day Parade sets up: small stages along the way the parade route for ‘Broadway performance companies’ to show their production as an enticement for people to go see the full version.
• Use the local parades as a form of advertising – like the above suggestion. Parade routes are a draw for locals as well as those traveling through
• Visit service clubs (generally meet at lunch time) and put on a 5 minute performance of the production.