Marketing Planning

So how do I plan my campaign?

Use our Handy Grid to help you make a plan.

Get a group of helpers and divide your publicity jobs between them. Allocate jobs but keep checking that things are getting done!

Decide WHO is doing WHAT and WHEN they’re doing it and WHERE they’ll need to go to get it done! You know you need to tell people about the show – BUT your time is limited.

The Publicity Tools page will give you advice on how to get your plan into action.

See a real Marketing Plan used by a Live & Local Promoter.

Ticket Sellers

When recruiting ticket sellers, try to get people who have a good number of local contacts or have some influence, like a doctor’s receptionist, local organiser, teacher or councillor. Encourage the people who are putting up posters and generally spreading the word to always have a book of tickets with them.

Promoter tip – "Each member of the committee is responsible for selling a book or number of tickets themselves."

It is vital that the tickets are easily available to buy. Make sure your ticket sellers know about the show. Try to sell tickets from the venue itself or a local shop and by phone and online.

Promoter tip - "Make sure the phone contact (Box Office) has an answer phone with a message mentioning the show and asking the caller to leave their number, so you don’t lose the sale. Point them to your inline ticket sales portal."

Promoter tip - "Make someone responsible for checking sales regularly."

Getting your plan started...

ASAP!

Recruit your team of helpers. Personally contact other groups such as the Guides, schools, etc to tell them when the event is on and also provide some early publicity.

6-8 weeks before

Have a brainstorm about ways of spreading the word and to create THE PLAN. Create and allocate a job list, including publicity tasks and helpers for the actual night. Check deadlines and contacts for local newsletters, papers and radio. If there’s only one or two of you make yourself a nice cup of tea and take a deep breath (- AND call us at the Live & Local office).

4-6 weeks before

Create that ‘buzz’ and get the tickets on sale. Send your press release to your contacts for local newsletters, papers and radio and phone to check they received it! Get the event details listed on your village hall website (or something similar).

4 weeks before

Get posters and leaflets out on display. Do any foyer or shop front displays. Contact particular groups or schools who should be interested. Invite VIPs (e.g. local councillors or press representatives and get them to talk about the show). Keep thinking of new opportunities.

2-3 weeks before   

Make sure the press release is out or send it again. Put up any roadside notices on the approach to your community. Check poster sites. Keep checking ticket sales. Do another ‘leaflet drop’. If the tickets are still not selling call us for ideas and help.

1 week before

Badger people who promised to book but haven’t! Do another leaflet drop if you’ve any left. Check whether your neighbouring Live & Local Promoters are coming along. Remind the press. Send people a last minute reminder by email.

On the day   

Talk to your audience – how did they hear about the show? This way you’ll find out which publicity methods worked best. Also leaflet your audience with information for the next show or for a Live & Local event in a neighbouring village.

Live & Local will keep in touch with you throughout this process – we can offer help from afar, and have plenty of experience and sympathy so if you think you’ve got the most apathetic community yet – you haven’t, don’t worry!

Tried and Tested Ideas

Here are a few more tips from Live & Local Promoters on what to do before the show – just to keep you going.

• Make sure the ticket sellers are persuasive people with a range of different connections (e.g. school, work, pub, church).
• Always carry a ticket book and some leaflets with you.  Make a nuisance of yourself!
• Try and sell tickets in advance. Don’t rely on people promising to turn up on the night. Get the money.
• Keep track of what’s getting (or not getting) done and how tickets are going – be ready to change tack if something’s not working.
• Always be enthusiastic about the show – if a ticket seller has a glum face, it’s much harder to sell tickets.

 

Examples of how to plan

See a real Marketing Plan used by a Live & Local Promoter

Use our ‘What Happens When Grid’