Promoters...PROMOTE!

How many times have you spoken to a talent buyer or booked a gig only to find that the only thing they do to promote a show is a strip ad in the free weekly snooze paper (among hundreds of other ads and events) and a mention on their website in their calendar/events section - assuming all that traffic they get at their site, and all those folks dying to know what is happening at THEIR venue [sarcasm].  Unfortunately, outside of major events, festivals and places like subscription based Performing Arts Centers, many (NOT ALL) clubs and small venues do very little to get the word out and drive folks to their shows.
It really is a pleasure to come across a venue that does things right.  I remember having a client perform at a club in Oakland called Yoshi's.  Yoshi's had a marketing person on staff that worked with us (as well as our publicist) to set up pre-show telephone interviews (for print, etc.) as well as pre-show in-person radio interviews (three in fact) AND this marketing person also picked us up and drove us to all the interviews.  This person also invited reviewers and pushed for post show reviews.  They also did a lot of radio advertising ahead and ticket and CD giveaways at all the radio stations.  In other words…they actually PROMOTED the show!  In turn they also promoted their venue and built lasting relationships with several businesses and media outlets.
Now I understand that not every venue can supply a person to commit to an artist every day for every show.  But a local venue is more likely to know all the local avenues to promote a show.  They are going to know who is who at the local papers, who runs the local internet event promotion sites, what radio and tv stations and shows to work with, where other events are taking place to promote their own events, and the ability to build those important relationships  They are in a much better position to do trade outs with sponsors such as radio, hotels, transportation suppliers, restaurants, advertisers and/or possibly other venues to co-op with.
So if you're a promoter or talent buyer, think about how your helping your business get the most from it's events.  Developing an email list and promoting via social networks such as Facebook are cheap and easy ways to get the word out.  Work with your talent to utilize yours and their email/mailing lists.  And if you're the talent, communicate as much as possible with your venue ahead of time to create the best possible turnout.  Develop contests ahead of time that can be promoted.  Tie in with a cause to add advertising to the mix and expand your reach.  It's not always about how frequently you play as it is about making the most of each gig.  Making a gig an event.  In these tough times it's tougher than ever for folks to come out and spend money.  If you live in a city like mine (Los Angeles) the competition is fierce to get folks out.  With so many venues, shows, and other ways to spend their money, not to mention their time, you really need to be clever and proactive to get folks to pay attention and get in the car.  So in the end remember…We're ALL promoters….SO….PROMOTE!
Steve Belkin is a music business consultant, author of the Ebook "The Six P's to Success" and owner of Open All Nite Entertainment and an artist manager and partner with Left Coast Music Group.