HOW TO PROMOTE A CONCERT
on Successful Concert Promotion
Word of Mouth
most important thing you can do is to start a "word of
mouth" campaign immediately.
on the phone and call as many churches as you can and ask them
to put the concert on their calendars. Ask if you can send
posters to put up in their church to advertise the concert.
THIS IS VERY EFFECTIVE AND HELPS GET THE BUZZ GOING. DO THIS
RIGHT AWAY. The support of churches and youth pastors is
vital. Call them, bug them, and mail them!
the meantime, you want to have all your posters and flyers
printed including a picture of the group, stating time, date
location, and ticket price. Send them to the churches you have
already called. You will also need the flyers to send to a
mailing list of previous concert attendees, churches and
bookstores. This leads us to the next step, which is bulk
mailing. This is the lifeblood of a successful concert.
The Promotional Countdown
14 weeks prior to the concert.
arrangements to do a direct mail campaign. You should try to
mail to 3000-5000 churches and individuals in order to
saturate the market. If you do not have a substantial list for
your area, call us and we will help make arrangements to get
you access to one.
2. It is
vital that your mailings arrive at least six weeks prior to
the concert. When sending a mailing of this size you can get a
bulk rate discount. Use your churches non-profit permit to get
the lowest postal rate possible. You must give the post office
substantial amount of time to ensure your mailing arrives on
the determined schedule, remember, bulk mail usually takes at
least three weeks to be fully delivered.
up ticket sales at bookstores and churches. List them on your
promotional materials, inform all outlets that you will pick
up the receipts and excess tickets no later than the day
before the concert. Inform your stores that even if they sell
all their allotted tickets, UNDER NO CIRCUMSTANCES should they
tell their customers the concert is sold out unless you
personally tell them so.
your tickets printed. (Often the cost of this will be absorbed
by a local business in exchange for using their logo on the
back. You might even work a deal whereby the ticket stub is
used as a discount coupon for their customers.)
Contact the local Christian radio station about advertising.
Get rates and ask for discounts and special promotion
policies. Explore all public service announcements
12 weeks prior to the concert
all promotional materials and tickets to outlets. Be sure to
get receipts and carefully log ticket dispersal so a proper
accounting can easily be made when you settle.
6 weeks prior to the concert
Recruit or hire crew to help with concert (load-in, ushers,
ticket takers, load-out).
announcements to all free publications (activities calendars,
church bulletins, newspapers, radio, TV, cable shows, schools,
youth programs, etc.).
mailing should have arrived by this time. Check with people on
your list to see when they received theirs.
4 weeks prior to the concert
Christian radio advertising. You should buy 60-second spots to
run four times a day Monday through Friday for at least four
weeks prior to the concert. Also, have the station do a ticket
give-away (about 10 pairs per station) and offer tickets to
the station employees.
Artists radio interviews should be scheduled and approved by
arrangements for counseling materials to be available and
plans for follow-up counseling. Check with local pastors who
might be available for the evening or to disciple and counsel
as part of your follow-up efforts.
3 weeks prior to the concert
press releases to the religion and entertainment editors of
all local newspapers. Keep them short and to the point with a
name and number to call for more information
tickets every three days. Redistribute tickets if necessary No
outlet should be allowed to run out of tickets if other
outlets still have them.
The week of the concert
sure that all ticket monies and/or tickets are picked up from
the outlets no later than the day prior to the concert. This
will give you enough time to make an accounting of all tickets
sold at advance and group rates. Group rates will not be
applicable at the door nor should any tickets not already paid
for be held at the door. It is not uncommon for people to call
ask you to hold 30 tickets, and then not show up or appear
with just a few people.
you have not already discussed arrival times and last minutes
details with artist’s road manager, call him to confirm
sure to have hotels reserved and prepaid in the artist’s
name. There is often confusion at the desk so be sure that
artist’s name is correctly spelled out, and if possible, a
confirmation number is assigned and given to the road manager.
meals or food money (per Diems) arranged?
The day of the concert
sure that your crew will be there at the pre-determined time.
The hall manager should have the building open and ready for
ushers and staff on their duties at least two hours before
concert time. Be sure they are aware of the fact that due to
recording contracts, no tape recorders or video cameras are
permitted in the hall without written approval of our record
company or management. Photographs are not permitted.
with your road manager to cover details on set-up and load out
as well as sound check, etc.
tables set up at the rear of the auditorium and several people
available to help with sales of records and T-shirts etc.
an expense record sheet completed (door sales can be added
following the concert) and receipts on hand so you can settle
up quickly if percentages are involved.
Meal(s) for artists and crew
Prayer time with artists, crew and counselors usually takes
place an hour or so prior to the concert. Doors usually open
to the public 30 to 45 minutes before concert time
out mailing list cards to get the name and address of all that
attended so you can send flyers to them in the future.
After the concert
Please be sure that enough crewmembers are present to help
artists with load out
thank you notes to all volunteers and counselors
all your bills
Other Important Promotional Ideas
out flyers at other Christian concerts that are before your
local business to sponsor the concert by putting there name on
all advertising in exchange for cash or free hotel rooms, etc.
Telemarketing (calling every church) is free and very
Other Facets of Effective Concert Promotion
Always asks questions, gather information, meet people learn
more about your market.
Enough has to be done to let all potential attendees know of
this event. Many avenues must be pursued to make sure no stone
is left unturned.
If you wait until the last six days to bombard the market, it
is too late. People plan their "free time" weeks and
months ahead. Must give your audience plenty of advance