Start with clarity. Answer these before you spend money or time:

• Who is your audience?
• What entertainment do they actually enjoy?
• Why would they choose your event (value + experience)?
• Where do they get their information (social, radio, email, posters, local press)?

1. Create a simple event website. Keep details current (date/time/location/tickets). If you have a past event, showcase photos so people can picture themselves there.
2. Match your audience’s habits. If your audience isn’t internet-heavy, don’t put all resources into a complex website—balance with offline options.
3. Collect emails. Offer newsletter signup for updates and reminders. If possible, add a small incentive (early ticket discounts, first access, etc.). Consider a phone hotline for non-internet users.

1. Write a clean press release. Include the essentials: date, place, time, admission/ticket info, and featured acts.
2. Send it early—and follow up. Distribute to press and radio contacts at least one month out, then follow up about two weeks before the event.
3. Choose spokespeople. Designate 1–2 people for interviews, and prep a one-page fact sheet with key talking points and details.
4. Offer giveaways. Contact radio stations and press and offer a small batch of tickets for giveaways (plus interviews). If doing radio, consider a short live on-air performance to build excitement.
5. Consider press credentials. VIP passes or credentials can encourage coverage and create momentum for next year.

1. Design eye-catching materials. Posters and handbills still work—especially for local events.
2. Distribute in the right places. Start with record stores and live music clubs. Confirm each location’s policy before you drop materials off.
3. Don’t assume they’ll post it. When possible, go in person and ask to post the flyer yourself.
4. Build a street team if needed. Recruit through your website and track contributions. Reward participation with perks like parking, tickets, merch, or VIP passes.
5. Consider paid ads selectively. Depending on budget, run ads in local entertainment papers and on radio. Sometimes outlets will sponsor events via discounts in exchange for logo placement on signage/merch.

1. Start with a 30-second pitch. Script a short, clear explanation of the event and sponsor benefits.
2. Follow with a tight email. Outline specific sponsor value and offer a few sponsorship levels (clear pricing + what they get).
3. Always follow up by phone. Email opens the door; the call often closes it.
4. Pick sponsors that fit your audience. Alignment matters—sponsors want your attendees to be their customers.
5. Keep sponsors in the loop. Thank them as they sign on and include them in updates so they stay invested.

1. Survey attendees. Conduct informal feedback conversations or quick surveys to learn what worked and what didn’t.
2. Follow up with press and sponsors. Make sure they had a good experience and provide any extra info they need for coverage.
3. Share improvements for next year. Let media know what you’ll refine—this helps shape the story and builds confidence.
4. Send thank-you notes. Thank sponsors (and key partners). Consider including a small piece of event merch signed by featured artists when appropriate.

Tip: capture photos/video during the event so next year’s promotion is easier and more convincing.