How do you draw the attention of potential visitors, buyers or clients? You have determined your target group and are looking for different ways to approach them. Think of advertisements, flyers or for example an online campaign.
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When you start with publicity you may have a marketing and publicity plan to fall back on. If not, take some time to answer the questions below to set some goals.
- What is the aim of your promotion: to attract public to an event, sell a product, or to create publicity for the artist(s) or organisation?
- What are you going to promote: a project, product or a company?
- Where: for example, is it national or local?
- When: is there a deadline? How much time do you have?
- Whom do you want to reach: acquaintances, new audiences, journalists (make your target group as specific as possible)?
- Where do you reach your potential public: for example through schools, the nightlife, via linkedIn or at home?
- What is the promotion budget ? List all the resources separately and then draw up a plan and a budget for each one.
A website of your own must give a professional and up to date picture of who you are and what you have to offer. The site must be in line with the other resources you use to make publicity.
You use social media to create a relation with fans, customers or visitors. Choose a combination that matches your target group: Facebook, YouTube, LinkedIn, Instagram and Twitter. Accounts are free, but maintaining them is very time-consuming. Respond to questions and reactions and include something from other people occasionally. Always remain professional and positive on the accounts that you use for business purposes. Share new projects or let people know where you can be seen. Think about what you want to say through these channels: do you want to share expertise, work on your image, or find out what your 'followers' think about your work?
Free publicity does not usually just come like that. Send press releases to various media and do a follow-up by telephone afterwards. You can offer an interview to local radio stations and magazines. You can draw attention by taking part in something bigger, such as a festival, or by organising a flash mob. The cheapest and best method is still mouth-to-mouth publicity. You can promote this form of advertising by using your network, but above all it has to be self-generating.
Printed matter can usually be distributed free of charge via bulletin boards and the racks with folders in cultural institutions and community centres. Distribution by specialised firms on locations elsewhere in the country and abroad costs money, but is then guaranteed to remain for a fixed period.
You can place adverts in newspapers, magazines, door-to-door magazines and on the internet. You can place banners with your adverts on other websites, for which you pay per click. Ask whether you can place or exchange banners free of charge with third parties. You can also try to get businesses or institutions to place their banners on your site to generate extra income for you.
Search Engine Marketing (SEM) consists of Search Engine Optimization (SEO) and Search Engine Advertising (SEA). SEO means designing the technology and content of your website to obtain a high score in the search machine results. Good combinations of search terms are important here.
If you have a list of addresses, you can personally address your folders (direct mail) or send them by e-mail. If you send e-mails, you can modify them to match the personal preferences of the readers. Make sure that your promotional mail is not treated as spam, make the mail personal.
Promotion by third parties
You can also get an agent, producer or gallery owner to do your promotion. You should provide good material (photographs and a bio) yourself. Of course, showing your work on the websites or in the brochures of third parties, such as a gallery or venue, is promotion too.