Advertising is Everybody’s Business
April 28th, 2009
by Shasta McLaughlin
copyright 2008
I have struggled as a show promoter to figure out what the perfect mix of advertising is for any show. I have learned that nothing is ever guaranteed and with the advent of cable TV, internet, and satellite radio advertising has become all the more difficult. My advice to vendors and promoters alike is this:
Advertising is everybody’s business.
Vendors remember that the more advertising a promoter must do, the more the booth will cost.
I have had a few vendors at my shows ask how they could help and I decided that how they could help was to tell everyone about the upcoming shows they are attending.
For the vendor:
I suggest that you create a simple flier on your computer that shows your schedule of upcoming shows. Take your schedule with you everywhere. Take it to your kids school, after school activities, lessons, work, church, and out to eat. Talk to people and ask if they are interested, give them a copy of your schedule of shows. Ask at restaurants, grocery stores, work and church if they will hang it on their bulletin board or lay it on an informational table or counter.
Let’s use 30 vendors for an example:
30 vendors tell 10 people about a show=300 people know
30 vendors tell 50 people about a show=1500 people know
30 vendors tell 100 people about a show=3000 people know
Write a simple press release to the local newspapers. Press releases are free as space allows so write as early as a few months before the show and again just before the show. Tell a little about your product what makes it unique and give a copy of the schedule of your upcoming shows.
For the promoter:
I suggest making a four up flier (or four ads to a page) mail or e-mail the flier to your vendors as they sign up for your show. Suggest that they make copies and hand them out or hang them everywhere they go. I also take the four up with me to activities etc. and talk to people about the show. It has been very well received and I have even found new vendors this way.
Send press releases at 8 weeks to show time, 4 weeks to show time, and every week after that.
Everyone use an automated email system like AutoWebBusiness.com or Constant Contact to keep in touch with clients, let them know of your upcoming events, offer product information etc.
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Categories: Advertising, How to Make Shows Better, Tips for Promoters
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