We’ve never spent money on digital marketing. Why would we, when people find us anyway?
Because at some point people drop off, and it only takes one thing to change it, a new venue opening up next door, something going wrong, a reason for people to stay away, and reputation has never been more fragile.
With so much choice out there, you always want to be building your brand and your offer, growing your audience and putting out reasons for people to come to you.
It’s about brand building as well. If engagement is higher, if more people are seeing your content, following the event and sharing it, that all helps you get more money from sponsors.
I had this conversation with a cycling festival that already sells out. I could track it, and the sign-ups brought nearly 800 people registering for the first time.
My job is still to sell tickets, but it’s also to grow the audience up front and grow the urgency that comes with a festival that sells out.
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More questions
What is a pre-save campaign, and is it worth it?
When should a show announce, and how long should the presale run?
My show sold well and then stopped. Why?
How do I sell tickets to people who aren’t my friends and family?
We can’t spend $300 on every show. Does each show need its own ad money?
If I had $10k for a release, how should I spend it?
Should I build a mailing list or run ads?
How much should I spend on ads for a 300-capacity show?
Should a venue market itself all year, or only for its shows?
How do I get people to buy festival tickets early?
What photos and videos does a festival need for its marketing?
Do I need a manager as an independent artist?
How should I roll out an album with a few singles?
Should I hire a publicist for my release?
Should musicians be on TikTok, and what should I post?
How do I build a brand as a musician?
Why do so few of my followers see my posts?
Do I need a newsletter if I have Instagram?
