5 Steps to Create a Top-Notch Music Event Marketing Plan

Planning and managing a music event is a behemoth of a task and requires all hands on deck to pull off such a large-scale event. The music event alone is a large endeavor in itself,  but designing a strong marketing strategy to attract prospective attendees to the event takes a meticulous and thorough plan to pull off a successful campaign.

Creating a strong music event marketing plan requires implementing steps and strategies to ensure you are pulling in revenue and building up the momentum well before the launch of your event. You have to think about how you’re going to get the buildup and excitement going well in advance before the date of your event. Additionally, the impact of the COVID-19 pandemic and quarantining have influenced people’s decisions when attending large-scale events so navigating successfully through these new issues is important to address in a marketing plan.

It’s a lot to cover and it’s honestly quite a lot to think about what you and your marketing team have to get done. But if you break down a marketing plan to its core, it’s a clear outline of all the steps that need to be taken in order to launch a successful music event.

>>How a Good Marketing Plan Can Increase Event Revenue

To get you started, here is a list of easy, key steps that you should implement in your event marketing plan.

1. Strategize your marketing plan to target a specific audience

Before planning anything, the first thing you and your team have to do is identify your specific audience that will most likely attend the event. When you focus on a specific target audience, it makes designing a marketing plan for your event so much easier. You’re able to conduct the research and scout out pertinent demographic information that will assist you in your campaign.

For instance, if your target audience is a fairly young age group between 21-30-years-old, you can conduct research to find out that their most used social media apps are something like Instagram and Tik Tok. By identifying this particular audience’s habits, your team can create social media campaigns specific to a particular social media platform. From there, build your campaign that reflects the values and aesthetics that are effective in influencing your audience to visit your event website. 

2. Develop and refine your music event website

Having a nearly perfect event website is one of the most important things to get done. You’ve attracted the attention of your targeted audience, but without a strong music event website or event ticketing page that reflects what your social media campaign is communicating, you might just lose revenue. You want to ensure potential attendees have a positive experience when using your event website. So make sure that before you start building up the enthusiasm and momentum for the event itself, you focus on developing a smooth and exciting website for the music event that your team is marketing to your audience.

Think first about the visuals and the actual logistical functions of the music event website and the user experience if you don’t know where to begin. You can also embed ticketing options or a widget on your website if you choose Ticket Fairy as a ticketing platform. 

The platform is also highly customizable, so you can change or edit the event page to look slick! Here’s an example of a customized music event page where the festival logo has been added, photo/video embeds have been added to the description.

3. Create an event content strategy to build up momentum

Now that your target audience is identified and your event website is perfect, it’s time to build up the excitement and anticipation around your music event. A great way to build up the momentum for your music event is to develop a content strategy. Content marketing literally means anything that you will upload in any format online such as short video clips, blog posts, Instagram posts, Twitter posts, and TikTok posts.

Any marketing content that is being developed to push the event is a way to get traffic for the actual event website and that means potential attendees. Strong content marketing will be effective in reaching your audience and driving traffic to your site so make sure you and your team spend time on it in order to achieve a successful campaign. 

4. Create an email marketing strategy

Email marketing is a way to keep the attention of your audience and hopefully, prospective attendees. Strategize for a nurture sequence to be sent during the campaign and leading up to the music event. Sending out a series of emails keeps your audience up to date with the most pertinent information relating to the event. Information that you want to stay circulated within your audience’s reach should be put on the email such as key registration dates, final registration dates, special promotions, and links to other event-related content.

Additionally, make sure to optimize the way you send out your emails and use your own judgment to send the emails which might have the largest impact for a specific timeframe. You can also send emails to the database of your event through Ticket Fairy’s event ticketing system. In your Events Dashboard, click on the Manage option for the event you want to send an email from. Go to Interact on the left panel and select Messaging. 


You can choose which users you’d like to send the email out to. You can also choose to format your email using universal formatting options. Click Send once your communication is ready to go! 


5. Focus on a social media campaign

Building a strong social media campaign is something that should be in every event marketing campaign you plan. It’s one of the key ways to not only ensure you reach your targeted audience but to also engage with them before, during, and after your event.

If you can, get influencers and notable people to promote your event by sharing pertinent hashtags and captions. Also, make sure to adapt your content for each social media platform you use. For instance, Instagram is a completely different social media platform than Twitter so refine your posts and content accordingly in order to enhance tour outreach. 


Now that we’ve established five easy and core steps, make sure that you adopt these steps in your next event marketing plan.

We know event marketing is important to the success of your event but when you break your plan down clearly and concisely, achieving your event marketing goals becomes more tangible and successful. Having a marketing plan keeps your team organized and things manageable. 

For strategies on how to sell out your next music event or music festival, download our free cheat sheet, “5 Secrets of Successful Organizers Who Sell Out Events.”

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