Here you will find our suggested guide on how to promote your event effectively. Promoting a concert can be a fun and rewarding experience, but doing it the right way is key! We suggest you start your concert in prayer and advising consul from close family and friends, business-partners, and church staff and/or members. The following guidelines are here to help you by providing an event outline. Be excited for your event and the prospect of God using you in event ministry. Be prayerful over your event through every step seeking God's guidance and will. This is the most important step we believe!
12 weeks prior to event
• TICKET SALES — Set up your ticket outlets at bookstores, churches, and online (iTickets or AttendStar) as soon as your date is confirmed. Be sure to list them on your promotional materials and inform all outlets you will pick up the receipts and excess tickets no later than the day before the concert.
Have your tickets printed. Often the cost of this may be absorbed by a local business sponsorship in exchange for their logo or coupon on the back of the ticket. Our suggested vendors are iTickets or AttendStar.
• DIRECT MAIL — Prepare a direct mailing campaign to surrounding churches to saturate your market. If you do not have a list available, check Williams Direct and American Church Lists. You can also use Google Maps and search for churches in your surrounding areas to compose your own list, this can be very time consuming, but is FREE, and can be reused for your future events. Keep in mind the time it takes to ship and receive your mailings, coordinate your schedule to allow enough time for your choice of shipping service. We suggest 6-8 weeks prior to your event.
• RADIO — Contact the local Christian radio stations in your area about advertising. Get rates and ask for discounts and special promotions policies. Explore all public service announcements options with other radio, TV, and internet outlets. See what other upcoming concerts they may know about or be involved with in your area.
8-12 weeks prior to event
Distribute all promotional materials and tickets to the ticket outlets. Be sure to get receipts and a carefully logged ticket manifest so proper accounting can easily be made when you collect the proceeds from their sales. If you give them 100 tickets, record the beginning and ending numbers on the tickets and get the store to sign an affidavit that states such.
6 weeks prior to event
• Organize a volunteer crew to help with your event (load-in, ushers, ticket takers, and load-out). Read the artist or tour rider that came with the contract, this will provide exact details of what you will need
• Send announcements to all free publications (activities calendars, church bulletins, newspapers, radio, TV, cable shows, schools, youth programs, etc.).
• Your mailing should have arrived by this time. Check with your list to see when they received theirs.
4 weeks prior to event
• Start your Christian radio advertising campaign. 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. Try and run at least 100 radio spots plus on air mentions and “giveaways.”
• Artist radio interviews should be schedule and approved by this time with the artist’s management.
• Organize counselors and counseling materials to be available on the night of your event (and to follow-up post-event) for any attendee who makes a decision for Christ. Check for local pastors who may be available for the evening or to disciple and counsel as a part of your follow-up effort if a Gospel presentation is going to be made.
3 weeks prior to event
• Send 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 information.
• Check tickets every three days. Redistribute tickets if necessary. No outlets should be allowed to run out of tickets if other outlets still have them.
The week of the event
• Be sure that all remaining tickets and ticket income is picked up from the outlets no later than the day prior to your event. 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 unpaid tickets be held at the door.
• If you have not already discussed arrival times and last minute details with the artist’s road manager, call him or her to confirm the appropriate arrangements. Their name and contact info is usually in the rider you received.
• If you agreed to provide lodging, be sure to have the hotel rooms reserved and prepaid in the artist’s name (as given in the rider). There can be confusion at the front desk if names are incorrect, misspelled, please follow instructions given by the rider or artist’s road manager.
• Have meals or food money arranged according to the contract, and be sure to follow the food guidelines provided in the rider.
The day of the event
• Be sure that your crew will be there at the pre-determined time. The venue manager should have the building open and ready for set-up PRIOR to the artist’s crew arrives.
• Brief ushers and staff on their duties at least two hours before concert time.
• Meet with your road manager to cover details on set-up and load-out as well as sound check, etc.
• Have tables set up at the rear of the auditorium and several people available to help with merch sales.
• Have an expense record sheet completed (door sales can be added following the concert) and receipts on hand so you can settle up quickly if the artists receives a percentage of ticket sales.
• Meal(s) for artists and crew (see rider for details).
• Prayer time with artists, crew, counselors, and volunteers takes place an hour or so prior to the concert. Doors usually open 30 to 45 minutes before concert time, but always check with the road manager before opening doors.
• Pass our mailing list cards to get the name and address of your attendees so you can send flyers to them for future events.
After the event
• Be sure that enough crewmembers are present to help artists with load out, this is a real blessing to the artists and is REALLY important. Usually at least 10 strong bodied people are required.
• Send thank you notes to your volunteers and counselors.
• Pay all of your bills.