A good music festival or concert marketing plan can not only increase event revenue. It can also boost ticket sales and maximize the impact of your music festival or concert.
Planning and managing a music festival or concert requires all hands on deck. A successful event marketing plan should not only include traditional event marketing strategies such as email campaigns and outdoor marketing, it should also utilize newer, more effective marketing efforts such as social media campaigning.
It may seem like a daunting task, but a good event marketing strategy will clearly outline all the steps that need to be taken to launch a successful event. These marketing efforts includes writing a killer press release, gathering accurate audience demographics, curating content for your event, and much more.
Let’s help you get started with a list of easy, key steps to implement in your music festival or concert marketing plan.
1. Strategize Your Event Marketing Plan to Identify Your Target Audience
The first step to consider for an effective music festival or concert marketing plan is finding your target audience. For this, you need to conduct research to understand your audience demographics, and further help you allocate resources to different campaign formats and platforms.
For instance, if you target a fairly young age group between 21-30-years-old, the research you conduct will show you their most used social media applications, such as Instagram and TikTok.
By identifying this audience and their habits, your team can create social media campaigns specific to a particular social media platform.
Read More: How Audience Demographics Help Event Promoters Create Effective Campaigns
A well-equipped event ticketing platform can also help you identify trends, regions to target, and audience likes and dislikes, amongst several other handy tools. Having a solid understanding of your target audience is key to creating a marketing strategy that will drive visitors to your site.
2. Develop and Refine Your Music Event Website
Having a nearly perfect event website for your music festival or concert is one of the most important things to do. You’ve attracted the attention of your targeted audience, but without a strong music event website or event ticketing page that reflects what your social media campaign is communicating, you might just lose revenue.
You want to ensure that your target audience and potential attendees have a positive experience when using your event website. So, make sure to create a smooth and exciting page for your music event before you start implementing your marketing plan.
Think first about the user experience if you don’t know where to begin. Focus on the actual logistical functions of your music event website, followed by the visuals.
Your page or site will definitely follow the theme of your event, but knowing what you need from your event page will help cohesively draw all the design and functional elements together.
Ticketing platforms today offer a variety of customization options for your event website. If your music festival or concert has its own website, you can also embed ticketing options or a widget directly using Ticket Fairy as a music concert ticketing or festival ticketing platform.
Also Read: Ticket Fairy: An Event Promoter’s Platform
When working with a highly customizable platform such as Ticket Fairy, you will find all the right tools and options to change or edit your event page to look exactly as you envision.
Keep a keen eye on the text on your site or page to ensure the tone is engaging, and the text is just the right amount of information-dense.
Here’s an example of a customized music event page on Ticket Fairy:
The festival logo has been added, photo or video embeds have been added to the description, and the background and event name has been customized to match the theme of the festival.
Read More: 4 Simple Ways To Take Your Event Page To The Next Level
3. Create an Event Content Strategy to Build up Momentum and Boost Ticket Sales
Now that your target audience is identified and your music event website is perfect, it’s time for the third step – building momentum.
A great way to generate excitement around your event is to develop a content strategy. There are several types of online content you can create that will attract ticket buyers, such as press releases, blog posts, photo and video content, and more.
Also Read: How To Create And Plan Stellar Content For Your Event
Content marketing literally means anything you will upload across platforms and formats. This includes visual and written content for Instagram, Twitter and TikTok.
Having clearly identified your target audience and potential attendees, planning content across these platforms becomes easier.
Strong content will boost visitors to your event website, effectively driving ticket sales, so make sure you and your team spend time creating and planning content that best suits your music festival or concert.
4. Create an Email Marketing Strategy To Generate Buzz
Email marketing is a great opportunity to keep the attention of your audience and hopefully, prospective attendees, ultimately maximizing ticket sales.
Strategize for a nurture sequence to be sent during the campaign leading up to the music event. Sending out a series of emails keeps potential attendees up to date with the most pertinent information relating to the event.
Information that you want to circulate within your audience’s reach should be put on the email, such as key registration dates, final registration dates, special promotions, and links to other event-related content.
You May Also Like: How To Keep Your Event’s Online Presence Front And Center
Additionally, make sure to optimize the way you send out your emails, with careful attention towards those you feel will have the largest impact. Remember, timing your emails will be essential to harness your audience’s attention and keep it.
Some ticketing platforms offer in-built email marketing options. For example, you can send emails to the database of your event directly through Ticket Fairy’s event ticketing system.
To do this, visit your Events Dashboard, and click on the Manage option for your event. From there, go to Interact on the left panel and select Messaging.
You can choose which users you’d like to send the email out to. You can also choose to format your email using universal formatting options. Click Send once your communication is ready to go!
5. Create a Social Media Campaign As Part of Your Concert Marketing Plan
Building a strong social media campaign should be in every event marketing campaign you plan. It’s one of the key ways to not only ensure you reach your targeted audience but to also engage with them before, during, and after your event.
If you can, get influencers and notable figures to promote your event by sharing your music festival or concert’s posts, hashtags and relevant promotional material. Also, make sure to adapt your content for each social media platform you use.
Also Read: 5 Things Every Promoter Should Do As Part Of Their Organic Social Media Campaign
A platform like Instagram circulates image and video content well, whereas Twitter/X is text-heavy. Get creative with your approach to maximize the effectiveness of the medium best fit for your platform and audience, and watch the engagement climb!
Now that we’ve established five easy and core steps, make sure that you adopt these steps in your next music festival marketing plan or concert marketing strategy..
We know event marketing is important to the success of your event but when you break your plan down clearly and concisely, achieving your event marketing goals becomes more tangible and successful. Having a marketing plan keeps your team organized and things manageable.
For strategies on how to sell out your next music event or music festival, download our free cheat sheet: 5 Secrets of Successful Organizers Who Sell Out Events
