MAY 15, 2010
Going Around the Gatekeepers
How to create buzz for your event without relying on traditional media support
Want your ensemble's concert reviewed in The New York Times? Don't bother. There is too much competition, too many concerts, to expect a newspaper review.
This was Greg Sandow's recent advice that he gave to a well-regarded faculty chamber ensemble who were scheduled to make their New York debut. His excellent blog posting gave concrete steps to building an audience for the concert, and in the process, creating a story around the concert that might just get the attention of a reporter.
Here are the steps Greg recommended for this event:
- Make plans to stream the concert online.
- Gather alumni, faculty, colleagues and students to host listening parties for the night of the concert (to listen to the streamed broadcast).
- Set up a blog to talk about rehearsals for the event, discussions of problems encountered, thoughts about the repertoire, etc.
- Solicit comments online and get a discussion going.
- Promote the blog to the concert's natural audiences.
- Pitch the concert to the mainstream media as a piece on the large online community created around the event.
We think Greg's approach could be used by non-profits for a variety of events. If we had written this piece, we might have also included the following suggestions:
- Include social media components that would allow visitors to further promote the concert, such as a Facebook fan and event pages, a Twitter feed of updates, a Youtube account showing rehearsal videos, etc.
- List the concert on events websites such as Eventful.com and Zvents.com, as well as local media websites event listings. Send the event to Flavorpill.com.
- Include a Gigya social chat area on the night of the broadcast, so that visitors could sign in using their own social media accounts and add their comments during the concert.
- Ask visitors to sign up for an email newsletter that would keep them up to date on future concerts.
- Pitch the media on the opportunity to see the concert online.
If you're interested in discussing other ways to promote your events online, please contact us.
— Megan
Comments:
Add Your Comment: