Try using these tips to help you determine which marketing opportunities to pursue.

A community street party will require a significantly different approach to a festival or a triathlon.

The most important thing is to be realistic about what can be achieved with whatever budget you might have.

Smaller community events

Consider things such as:

• web and social media promotion, and engagement
• setting up a Facebook event
• letterbox drops in the local area
• advertisements in community newspapers
• signage in local shops, community centres etc.
• word-of-mouth promotion through community organisations
• any free promotions
• maximise opportunities offered by regional groups and tourism bodies to extend the reach of your event’s promotion.

Larger events

There are many more opportunities

• List your event in as many event calendars as possible
• Create a Facebook event and leverage ticketing platforms (if your event is ticketed)
• Harness social media – paid and/or organic
• Advertise your event – make sure people know it is on!
• Seek editorial promotion for your event – including pre-event and at the event coverage
• Develop a suite of products, tools and collateral (posters, postcards, fliers, etc.) to assist you raise the profile of your event
• Maximise opportunities offered by regional groups and tourism bodies to extend the reach of your event’s promotion
• Cast as wide a promotional net as possible – people will travel for big events
• Consider television, including regional television
• Seek additional funding for your event – this may help you increase your event’s promotion.

Use the web

A well-designed website can be a real asset to event organisers. Whether it is a simple information site which can be reached via any one of the numerous events calendar listings or a ticketing/interactive site linked to social media, it does extend your potential to appeal to a broader demographic and potentially attract a greater number of people to your event.

However, if your website or social media accounts cannot be maintained efficiently, are not accurate or kept up-to-date, you may be doing more harm than having none at all as badly designed out of date or non-functional sites can be an event deterrent.

You can still utilise the online calendar and events sites for listings – just link it to an email address for enquiries and make sure someone checks that address regularly and responds!