Have seen mentions in several threads about "proper promotion", but none of them actually talk about what that is, so...
Please mention some of the things (or all of them) that promoters should/must do to properly promote a show.
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Very impressive list, Michelle!
The promoter should have friends in the local media, be ready to get the name out everywhere, both the traditional: radio, TV, billboards, newspapers and the new media: their website, email newsletters, twitter feeds, and Facebook. They should have an advertising strategy from the very beginning and not only use their "left over" money for the advertising. They should have media partners -- radio stations are great for this.
Their website should be full of information and the artists should make use of it to send their customers to the site to see the whole story about the event. This site should be advertised to the media so they can get information easily if they are in a hurry to fill a story. Promo cards should be distributed through local businesses and all tourist centers.
Coming from the angle of being a craft artist and have promoted an art fair, I have a few thoughts...
1 Promotion first starts the day you have dates for the show and start capturing craft artists attention. Giving those who are accepted into the show fliers and info to put on their websites, etc. is one of many free ways to advertise. The key is have a call to action to all advertising and particularly, with exhibitors, outlining the benefits of each artist self promoting themselves using their connections. At the show I promoted I had a first deadline where those who apply by that time not only get a discount for applying early but three of those will get their photos, biographies, etc. used in promotional materials including the front page of the website. The idea is a win win for many as this gave the "winner" a LOT of face time (with links to their website) while at the same time gives patrons a great idea of what you are about to see at the event. This is effective for shows who have been around for a long time to those who are newbies and don't have stock photos of the event.
2. Exhaust all Free publicity. Go strong on Facebook and Twitter and your website from day one. The website should be strong with all the Who, What and Where info on the homepage plus info on what makes your event shine - does it emphasize local/regional art or have the best selection of "Green" art or maybe offer food from local restaurants... in addition have lots of photos, a word from the promoter paragraph or two on why the promoter is holding the art fair and why emphasizing the art aspect, lots of info on the artists (this includes links to artist websites/email address, artist name and business name and booth number - when possible), layout of the art fair, print outs/pdf's on discount tickets, a contact page with a way to capture contact info for patrons to give them reminders and news about the event as time gets closer, and of course applications and rules about how artists can apply. And that is just the website - after the website is set up there should be daily updates on the event's facebook page and Twitter account about the event giving a factoid a day about the event. And it isn't just about putting info out there but connecting with the community - the city, the county, the circles of artists in the area, restaurants, local shops and be fans of them and stay connected with them regarding the event. The more they see you have a lot going on with your event (daily) the more they will realize wow this will bring revenue to the city, county, etc. and inquire how these groups can help be more involved in spreading the word about the event. Other freebies are Press Releases - in my area we have a lot of online "papers" like The Patch, then there are local papers/circulars, craigslist, online community boards, etc. A 3 paragraph or so Press Release giving out the core info about the show plus a Call to Action is the goal. I do read press releases, and the ones with the most interesting titles are the ones that grab my attention the most. For example, How Can Artist Joe Smith and His Friends Help Revive Main Streets Economy in One Day? or How Can an Art Show Save Lives? Wouldn't you want to learn more after reading those headlines? The other free publicity item is the power of postcards and fliers. Include them in welcome packets, go in person to shop owners and ask if they would be distribute postcards where other promotional materials are housed in the store or ask to hang a poster in the window - this includes cleaners, florists, boutiques, libraries, grocery stores, cafes, coffee shops, etc. Going in person to do so personalizes your show and gives the promoter (or staff) the opportunity to chat up the event as well as answer questions. When I did this, a customer or two would actually take a flier after meeting me and over hearing what I was there for.
3. Last is the paid advertising. I think the best money spent is in lawn signs - both basic What, When and Where as well as signs leading people to the event. If there isn't anything directing people to where this is - you can loose a lot of patrons. T-shirts - make plenty of t-shirts for staff - their friends and their family and make sure they wear them when they are in town, passing out fliers, etc. Make every Friday of ever week leading up the event an "out and about Friday" where the staff goes out to about 3 different places - wearing the shirts - to help spread the word. Meeting out for lunch as a group is could count as one of the 3 places. Next is a decent size ad in the local paper that is attractive enough - with at least one good photo of an artist's work in the ad and a call to action - usually a $1.00 admission, the first 100 who come gets free coffee, drink voucher, shopping/tote bags (with the shows info printed on it), flower, etc. You will not believe what someone will do if you offer something for free.
4. Use videos - Youtube is your friend. I believe in the power of Youtube as it is where are the eyes go - for entertaintment as well as learn something new. Have 1-2 videos of the event out there and you will find this will help attract patrons. This could include interviews of artists coming to the event, Q and A session with the coordinator about the event, a photo/video montage of past events, etc.
This is how to properly promote an art fair.
- Michelle, By the Bay Botanicals - www.bythebaybotanicals.com and www.quickcraftartisttips.blogspot.com
I know a promoter who has this sign on her desk:
Early to bed,
Early to rise,
Advertize! Advertize! Advertize!
A good promoter knows how and where to effectively advertize a show. Many people want to see the display ad in the local newspaper, so my friend does it. Just for the exhibitors to see. She knows newspaper readership is falling at a rapid rate and doing ads there can be lost money. Radio and TV are places to advertize. PAID advertizing,not on that local cable thing with listings. And you advertize on the top stations.
Signs. Lots of signs out prior to the show. And they must be signs that can be read completely by a car going past at 50 mph.
ART SHOW
VEEBLEFETZER EXPO CENTER
NOV 5-6
Of course she has her own sign shop, so that helps.
And emails. She sends out something like 20,000 emails to those who signed up for them about the upcoming show and includes the listing of the exhibitors with photos, and also includes directions as well as hotels in the area.
ADVERTISE, ADVERTISE, ADVERTISE the event
RADIO, TV, Papers, Website, and local community boards- Library, City or Town Hall, at the local stores there are also community bulletin boards- use them!! Facebook, Twitter, My Space, use them ALL!!
As a person who exhibits at these events, if the promoter doesn't advertise, attendance will be poor, I won't make my expenses, let alone profit, AND I WON'T RETURN. I will spread the word with all my artsy- craftsy friends and next year your event will be a total bust because you won't be able to sell your booth spaces.
I have done two events in 5 years, that were NOT advertised. Same promoter, different venues. They were both total busts- I did NOT work with this promoter again. I cannot afford to play games, this is not a "HOBBY" to me.
If you call yourself a promoter, you'd better damned well PROMOTE. Do NOT expect your vendors and Artists/Crafters to do your job for you. Asking us to put up flyers, post on our websites, pages, etcetera is fine- most of us will anyway, so our own followers can attend and find us, but you need to ADVERTISE also.
David, I'm completely on the outside here, having only been a patron at a variety of festivals and fairs. But as a visitor (and potential buyer) I can say that finding out about various fairs and festivals is hit or miss. As a person who is actually interested in attending these kinds of things (albeit sometimes for potential participation) I often find out they've happened after the fact when someone tells me about something cool they saw.
I often wonder how I'm supposed to find out about these events if the promotion is so poor that I have to pointedly seek them out myself. My advice comes from what I don't see--a larger community awareness of what's happening beyond the local street closure signs. These events are listed in community calendars and sometimes an ad in the local paper, but rarely at a level that's enough to generate word of mouth from anyone who isn't a friend of one of the exhibitors. When the events are discussed, it's usually in a "how do I avoid the traffic" context, not about the content or character of the event.
I would hope that promoters would expand their repertoire of advantageous news and media outlets, generate excitement by creating more distinct flavor and character to each event, and not be scared to create innovative and different ways of publicizing. I think sometimes promoters, in general, get stuck in following through on their traditional ways of promoting events (regardless of what they are) and thinking that's enough because that's how they've always done it. But I'm not sure that's as effective as it use to be as more and more people are turning to different ways of keeping informed. For example, radio, newspapers, and television don't have the impact they used to...
As a fair-goer, I think I would go to more if I knew that one was going to be different from another. But there is, sadly, a stereotype for these things now (at least in Southern California) where one can easily attend one festival a year and see practically everything they'd see at all the other ones. Perhaps the nature of the promotion should be driven by the nature of the event. If they're not distinct or different from each other, there's less impetus to pay attention to promotional materials. And (perhaps) less impetus to seek out alternative promotional opportunities.
Just 2¢ from the outside (and hopefully from the inside soon)! : )
Larry Berman