A quick thought for the day! It is good to find the promotional sweet spot in regards to timing. When should you start promoting an event? Here are some factors to consider:

• Most events need 6-8 weeks in general for ultimate success.
• The more expensive an event is and the more commitment required (perhaps it is a two-day event or all day event), the more time will be required to promote. People have to have the time to check their schedules and their bank accounts to decide and commit.
• If you know the audiences well that you are promoting to, and you do not require research time or time to connect with people, you may not need as much time. If you are working on a new project for newer audiences, give yourself more time.
• If you have a repeat performance event, you will want to promote not only during the 6-8 weeks before, but also the time through to the last performance. Meaning, don’t rest until the final curtain.
• Of course, you can start the buzz on events that are part of a season as soon as you have that information, preferably before the current season ends (and most of you already do this – hurrah!).
• The more cross promotion you can do between and among events, the better off you will be. What makes sense to cross promote? What is the timing needed to make this happen?
• Off course you don’t want to promote too far in advance. It will be a waste of money and time since people normally don’t start looking for events more than two months prior, unless it is a majorly popular show or a travel event, etc.

I am still seeing last minute efforts in our industry and beyond. An event takes time to develop, and it also takes time to develop an audience. Make sure you consider how much time is truly necessary to promote during your planning stages, and you will find the sweet spot of promotion and see higher attendance.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists