Live music is one of the most effective marketing tools for businesses. In fact, 90% of live music fans say that brands can enhance the live music experience and 63% of fans say they are more likely to connect with brands during a live music event (https://www.adweek.com/brand-marketing/90-of-live-music-fans-say-brands-can-actually-enhance-the-experience/). Hosting a gig in your own space is one of the cheapest and most effective ways to build a real relationship with your customers.
At the Governors Ball Music Festival, both Subway and Citibank experienced tremendous success with their promotions. Subway hosted a tasting area with sandwiches and other refreshments that included a DJ and Citibank had a private viewing area for Citibank cardholders.
It’s one thing to realize the potential that live music could have on your marketing strategy but it’s quite another to plan and host a gig. The good news is that it’s a lot easier than you think. Follow these steps and you’ll be hosting your first gig before you know it!
- Make sure your space is good to go.
- Ask yourself a few logistical questions to get an idea of what kind of artist you want to book and when you want to schedule the concert. How many bathrooms do you have/need? Will the neighbors be angry if you book a metal band? Stuff like that.
- Artist booking and scheduling.
- Obviously, Friday and Saturday nights are the most popular nights for live music but they also have the most competition. Hosting a concert mid week could be a great strategy if your neighborhood has good pedestrian traffic.
- Artist booking is the fun part. What kind of artists do your customers listen to? What kind of music resonates with your brand? Once you decide this, you can create your gig post (link) and find a band. Make sure the artist knows what equipment they need to bring and what you can supply. If you don’t have speakers or microphones, no worries! Most artists are used to this and will be able to supply their own gear.
- Promote and plan.
- Once you’ve set a date and booked an artist you can finally start to promote. Artists will help carry the burden so make sure they are posting to their social media and getting their fans to come. You should do the same – put flyers on your sales counter, send a message to your email list, post to social, put a sign outside your store. Do everything you can to get people excited and bring them in the door.
- Show time! Hosting the gig
- So, you found a band, promoted the show and and brought people in the door. Congratulations! Now, make the most of it. Make sure people know where they are and what you do. Yes, it should be obvious, but don’t take that for granted. If you’re a gym, pass out flyers for membership discounts. When you’re introducing the band, introduce yourself, talk about your business. Pass out free samples. TAKE PICTURES AND VIDEO. Rinse and repeat.
It may seem daunting, but once you get going you’ll find it’s a much smoother process than you think. Remember, we’re here to help!