What are the most effective ways to promote a live event in the digital age?

Definitely knowing your audience, the size, locations etc. If you have a niche fan base, sometimes you have to think outside the box to promote and attract.

- For those that don't already follow your brand - use geo-targeting mobile ads - Influencer partnerships with social media personalities that your ideal attendees would probably follow - If it's a smaller local event - OOH advertising still works well if you have good creative that will catch eyes on the street and in traffic - don't underestimate the power of pitching your local newspaper and news channels to cover an interesting aspect of the event!

Your event needs a digital home base, a landing page. This isn't just a webpage; it's the first impression, the handshake, the welcome mat. Make it catchy, make it slick, and make sure it screams 'You can't miss this!' Include all the juicy details – what, when, where, and why. And hey, make the registration as smooth as jazz. No one likes a clunky sign-up process.

I've found that working with videos to promote and engage with the audience more useful than still images. The first 3-5 seconds of that video must be captivating if you want the attention however. With the introduction of TikTok and YouTube shorts attention span is low so use that first couple of seconds to reel them in.

Social media is your megaphone. But it's not just about shouting into the void. It's about creating buzz, sparking conversations. Use teasers, behind-the-scenes looks, countdowns. Get creative with hashtags, live sessions, and videos. The goal? Make your event the talk of the town, the thing everyone's sharing. And remember, it’s a two-way street – engage, don’t just broadcast.

Email marketing is personal, direct, and effective. Segment your audience and tailor your messages. Make them feel special, like they're the first to know. And please, no boring emails. Add personality, stir curiosity, and for the love of music, have a clear call to action!

We love using social media event pages as a way to boost the engagement and interest for the in-person or virtual event. In our experience, these are the best performing ads that we can trace back to results in terms of tickets sold + overall attendance. For example, a client of mine WEARHOUSE vintage in Lexington, KY hosts a vintage market seasonally called the Drunken Flea. We promote the event through vendors, the venue, and social ads. Most people who found out about the event when it first started 3 years ago was from Facebook/Instagram ads with the goal to have people mark themselves as “going”. Now - it was grown to 60+ vendors, live music & a great event for the whole family! We’re showing thousands of interest online through social

Don’t just stick to the script. Explore other avenues. Think podcasts, webinars, online communities. Get creative with virtual reality or augmented reality experiences. And remember, feedback is your friend. Post-event surveys can be a goldmine of information for your next gig. Keep pushing boundaries, keep innovating. The digital world is your playground.