Planning a music event can be consuming. There are many tasks to accomplish, and there’s always a need for all hands to be on deck. However, a part of planning and managing a music event that most people ignore is the marketing plan. A successful marketing plan is essential to attract attendees and ensure a successful music event. 

You must implement many steps and strategies to ensure a successful music event marketing plan. You need to find ways to build excitement before the event date, which can be difficult and confusing. Luckily, this article explains how to create a successful music event marketing plan to ensure you launch a successful music event. 

5 Tips to Ensure a Successful Music Event Marketing Plan

Below, we’ll cover five easy tips you should implement to ensure a successful music event marketing plan; let’s take a look.

1. Target a Specific Audience

Before beginning the marketing plan, you must identify your specific audience. This means narrowing down the list from the entire public to people who are most likely to attend the music event. Focusing on a target audience allows you to craft the right marketing plan. You can research your target audience and ensure you carry out your ads on their most used social media apps.

If your target audience is between 20-30, you might have to focus on TikTok and Instagram. When you narrow down your audience, you can learn their habits and create a social media campaign specific to their habits. You can also ensure that your new campaign reflects the values that will effectively influence your specific audience to buy tickets and attend the event.

2. Develop a Refined Music Event Website

A refined event website ensures a successful music event marketing plan. With the perfect website, you can easily attract the attention of your target audience. You might lose revenue without a website that reflects your new social media campaign. Let your website inspire enthusiasm and momentum amongst your target audience by being smooth and exciting.

Features you need to consider include visuals and user experience. Also, consider the logistical function of the event website. Let it reflect the event’s details and make it easy for the audience to navigate. 

3. Develop an Email Marketing Strategy

Email marketing is an effective way to keep the attention of your audience and target attendees. Therefore, strategize for the proper sequence to send emails during the campaign and to the music events. Sending out emails helps to keep your audience updated on crucial information about the event. 

Ensure you include information you want to reach the audience, like final registration dates, links to event-related content, key registration dates, and special promotions. You should also optimize how you send out emails. You can use your judgment to determine the right emails to send out which will have the most significant impact within a timeframe. 

4. Develop an Event Content Strategy to Build Momentum

Now that you know your target audience and an event website to back it up, you can build up excitement around the event with an event content strategy. One way to do this is by crafting a content strategy. Content marketing covers everything you upload online. This includes blog posts, Twitter posts, short video clips, TikTok posts, and Instagram posts.

Every marketing content you create should be able to drive traffic to the event website and build anticipation for potential attendees. You can reach your audience and drive traffic to the event site with a strong content strategy. It will also ensure your marketing plan’s success and a successful music event. 

5. Build a Social Media Campaign

A social media campaign is something every music event marketing campaign needs. It doesn’t just let you reach your target audience but also allows you to engage your audience before, during and after the music event. You can also get influencers and other celebrities to promote your event on social media by sharing hashtags crucial to your event. 

Another step you can take is adapting the content you use for every social media platform. For example, this means you should refine content posted on Twitter before posting on Instagram. By refining your content before posting, you can enhance your reach.

Final Thoughts

That’s it; these five easy steps will ensure a successful music event when implemented in your marketing plan. We understand the importance of marketing to the success of your music event. A marketing plan will keep things manageable, your team organized, and event goals achievable. These tips will ensure your music event is very successful.

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It takes nine months to prepare for a festival. Sometimes about a year. The main task is to come to an agreement with the artists. We are already thinking about who can be brought in 2023. Many musicians plan the schedule in advance and approve tours.

There are five people on staff at all times. Advertising and PR are handled by the Agency staff. All of the production is on the technical director, and there are also services that are responsible for lighting and sound. We are a management company which finds the right partners.

Social media marketing is extremely important to us. Last year we launched a project with quotes from music bands, which was warmly received by the audience.

Be prepared for everything
In addition to cooperation on platforms, there are other factors on the part of the state that affect us.

If we talk about security, there are always police. The police are law-abiding. They always support the organizers. Of course, it happens in the country that some artist disrupts a concert, and no one interferes with that, but it happens under unspoken oversight from above. No activists can cancel the concert with their own resources.

Make friends and learn to negotiate
Some venues feature the same artists as we do. And this is our arrangement. With one of the festivals, we share the costs and help with the paperwork. This is a plus for the musicians, too, as it makes it easier for them to come to several venues at once.

There is competition at festivals, but you have to understand what it is. If you organize an event on the same day as a festival, it is competition. But not in terms of audience, but in terms of production and technical services. You can always agree in advance so there is no overlap in dates.

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There is, of course, no clear formula for how many artists and of what caliber to invite. Maybe we should have one, but we don’t want to kill the soul of the project with math. We form the lineup according to our preferences: often nobody knows some of our artists, but they are always good musicians. I don’t remember any of them not working.

In 2009 we used different ways of advertising: radio and outdoor, and posters and flyers.

Now we have a rule: if there is no partner support, we do not do a major project, because that is a definite disadvantage. About five years ago I heard from the organizer of a big European festival the words that I will always remember: “Don’t look for sponsors, just concentrate and make a great project for people – then sponsors will line up for you”.

Additional budgets, there’s no need to hide it, increase opportunities. The downside is that when you get a budget, you also get a commitment. And the wishes of the sponsors don’t always fit into the philosophy of the festival.

We work at the site for at least two months before the doors open. That’s ten managers, about 100 volunteers, another 100-150 employees of all technical services, installers, builders.

First we walk around the location and distribute all the points on the map of the future festival. Then we start cleaning the territory. It all depends on the state of the site – it used to take us a whole month to remove the garbage. After that you may build festival objects – unfortunately, budget limits always limit your fantasy. We try to use the artifacts that are left on the site – for example, in 2016 we got a boat from the shipyard.

The organizer of a major European festival told me, “Don’t look for sponsors, just concentrate and do a great project for people-then sponsors will line up for you.
About a week before the opening, the rolling crews stop by and start building the basic structures, laying out the power line and so on. All the details don’t start to finally show up until a couple of days before.

About a day before the doors open, the team is already assembled. The placement of all the services begins, and finally the sleepless weekend begins.

DIFFICULTIES
There are risks at every step. You can ignore them and live with rose-colored glasses, but my role in m_division is just to critically assess the situation. An artist may not fly in. Equipment may not arrive from another city, because the car had a flat tire. The timing can go wrong because of that. Anything can happen.

Two years ago at the festival there were complaints about the noise and demands to turn down the sound. We did it, and on the second day, to make sure not to disturb anybody, we just moved it to another venue. How do you insure against such risks? Find a place that is as far away from the house as possible. After all, you can work within acceptable norms and still interfere with someone.

There were cases when eight hours before the festival, the owners of the territory said that we can not work there – and everything had already been built. The amazing thing is that in that time we were able to move the project along and it finally took place. It so happened that we were helped by our main competitors at the time, who had a ready-made stationary site. It was smaller in capacity than we needed, but we had no other options. We had to pump up the negotiating skills, and in the end it was one of our best festivals. With the owners of the site since then we are no longer competitors.

Eight hours before the festival, the owners of the territory said that we can not work there – and everything had already been built. During this time we were able to move the project and it still took place.

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For many event managers, sponsors are a major source of income. They either make your event profitable or force you to invest even more in it. With all due respect to your experience in the event industry, you still have to admit that finding and winning really good sponsors is a little-understood area of our professional field today. But there are 3 steps that will help.

Step 1: Find the Right Sponsor
Before you begin your search for your ideal sponsor, you need to know what they even look like. To do this, you first need to decide why you’re hosting the event. If, for example, you’re organizing a conference for technical professionals who focus on environmental issues, the purpose of your event – to inspire visitors to innovate in the field of environmental conservation.

Once you’ve decided on a vision for your event, you should find a sponsor who shares that vision.

Another way to understand your event’s main objectives is to analyze its audience from a demographic and psychological perspective. To do this, it is worth researching those who have already signed up for your event or have attended it in the past. This data will help you find a sponsor that will be of interest to your attendees based on their age or occupation.

Step 2: Interest a Potential Sponsor
Once you’ve identified your ideal sponsors, it’s time to master the art of cold pitching. Find the decision makers in the marketing and PR departments of those companies. Send them a short email asking for a few minutes for a phone call. To whet their appetite, give them some interesting information.

After you’ve spoken to the representative, you need to gather even more data. They need to confirm your initial information that the sponsorship will be beneficial to both parties. It is best if you come to the meeting with a plan already prepared that spells out how you are going to promote the sponsor before, during and after the event.

Step 3: Keep your sponsor
The most valuable sponsors are the ones that stay with you for the long haul. That’s why it’s important to maintain a relationship with them even after your event has taken place. Eventually, you will probably want that company to sponsor you again.

The best way to do that is to involve that sponsor in the event planning process and provide them with a summary of your past event. During the event, check in with the plan you made together. Don’t be shy about feedback from the sponsor either.

After the event, compile a report with key metrics you can use to gauge the value of the sponsor’s involvement with your event. This could be the number of people that visited their page from your site, for example. Include the sponsor’s potential sales figures as well, tying them in with demographic information about visitors.

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If your event is even slightly more complex than an in-house planning session, you should write a concept for it. This should be a document that describes your vision for the event. What it will be, when it will take place. It is possible that the actual event will be different from your preliminary expectation. Take it easy. This is a kind of proposal to the market. Even if it doesn’t end up going the way you planned, you still need to make a preliminary plan.

A concept will help you understand where you want to go. Include in the draft concept what you could tell a potential event attendee over a cup of tea. It doesn’t have to be all the information about the event, including the budget and resources involved. It is, after all, inside information. Include in the concept what you could (and would) tell participants.

The concept can describe the goals and objectives of the event, the audience of participants, who the event is intended for. Provide arguments for why you should participate in the event. Include technical information: date and location, information about the organizers and supporting organizations, partners and sponsors; indicate the cost of the products, contact information, etc.
The concept can then be used as the basis for creating the event website, information brochures, etc.

What is a concept
Many organizers intuitively sense what you can do and what you can’t do, what will decorate the event and what will spoil it. So, for example, while driving a car you sometimes “just feel” how you should act, without thinking about the rules of driving. But driving rules do exist, as do event rules.

Quite often events are held using different concepts. What is an event concept? The word “concept” is used so often that its original meaning is all but lost.

A concept, or concept (from Latin conceptio – understanding, system), is a certain way of understanding (interpretation) of a subject, phenomenon or process; the main point of view on the subject; a guiding idea for systematic coverage.

Think about it, what is the concept of the U.S. as a country? Their concept (understanding of the country’s purpose, its perception) is the idea of Freedom and self-actualization: any shoe shiner can become a millionaire. And this idea attracted and still attracts people in America.

The concept of an event
Now let’s take events. Creating a corporate event is a much easier task than creating a state. However, for an event you also need to choose a concept, a kind of guiding idea. And here we have a trap. What is the idea of a “Hawaiian party”? Is it for a Hawaiian company? Do you sell surfboards? If not, what’s behind it other than decorating the room or dialing in the numbers? Phrases like “We just want to give guests a fairy tale” are excuses. Real fairy tales are wise, they taught us a lot when we were kids. The concept should carry the idea of the event and change us in some way.

Too often the purpose of an event is described as wanting to “just entertain guests,” “distract them from the everyday,” “allow them to dive into another world.” Doesn’t that remind you of anything? Events are not a substitute for drugs! Simply having fun cannot be the point and idea of the event, there must be something more. Your guests are not fools, they understand what is meaningful and what is not. And meaningless (that is literally – without internal meaning) activities will be considered a waste of money. Even if it will be beautiful.

Ideally, the concept – a kind of social plan for action, such as “music event. The concept does not necessarily have to contain the idea of altruism and concern for all mankind. But still, a concept is an Idea with a capital letter, not just a set of numbers and decorations united by a common theme. This is similar to what happens in restaurants – the design of the hall and the uniform of the waiters prepare you for the fact that you can order Mexican food, but the restaurant does not seek to change you and compel you to action (to make revolutions, for example).

Not all events need a concept. Very often the concept is a redundant element. For example, a business conference is usually held without a special creative component (although sometimes in an unusual format – a talk show, teleconference, “fight” or “battle”). Or the event is designed for a very narrow group of regular partners, at whom your concept may cause irritation, and all they need is a personal, informal approach and impeccable organization, appropriate to their status.

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Find good examples
Going to big events helps you understand what a good festival looks like. But only from the viewer’s point of view. You see that there’s a nice atmosphere and people and good music around. But that’s not enough to start something of your own.

At foreign festivals I often ask the organizers to give me some details and let me into the backstages. It helps to learn something new and understand how to use it. But it does not save me from mistakes and difficulties.

In a couple of years of organizing, everything falls into place. That’s the length of time it takes to start doing something more or less normal. It’s harder with gaining experience from festivals. There are no moments that you look at and think, “Why didn’t anyone do this before.

Follow the trends
Organizers should have a sense of time. You can’t have the same festivals from year to year – everything changes. Some things are harder to feel over time due to age, but there are trendsetters and people to consult with for that. Stereoleto has a night scene with electronic music. It has its own curator who has experience with similar events and knows the musicians. It’s okay to listen and get people involved.

On top of that, there has to be an internal feeling that you’re doing it right. Regardless of your age, you can always tell if it’s relevant or not. Even if you’re not exactly on topic.

Find a venue.
The venue should be chosen from the options that are already available in the city. Doing it yourself is too long and expensive. When found, with minimal means adapt the site for the festival. The physical condition of the site must be at least satisfactory. There are many old abandoned plants and factories, but to hold an event there, you need to invest millions. Not even to make them comfortable, but just for safety.

But it’s easier to find one than to negotiate. There are great venues, but they’re run by people who aren’t willing to make contact. In most cases, you have to talk to the administration or organizations that manage the site.

Sometimes it is easier to negotiate with officials than with some structure. It depends solely on the person. It is believed that you can come to an agreement with the city only by collecting a mountain of paperwork. This is a myth. If there is interest from their side, everything will go well. If not, even with a stack of documents no one will provide a site.

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