Gig Marketing
- February 4, 2009 - 1 Comment
The Importance of Fliers
It is one thing to book a show, it is something entirely different to properly get the word out. It is a sad thing to say, but a lot of band rely heavily on word of mouth to get spread the news of the rock show. It has been proven time and time again that it doesn’t matter if you’re playing with a Grammy Nominated artist - you still need fliers.
Information
There is something magical about handing out a flier and having the person on the receiving end someone know all the needed information right then and there.
Ok, so it’s not magic, it’s well written information.
Information is important - and the more the better. But you need to decide what the most important information is so you can showcase.
For instance, the date and time of the show need to be the largest text. The name and address of the venue (just the street number and name) need to be near this date. Price should be there also - and include any extra things such as $1 off any soup can brought in. (Watch for the future article: Ways to Bring in the Crowd)
Size
Don’t worry about making full sized 8 1/2 x 11 fliers. These are good for tacking on street poles and walls - but otherwise useless. Using a half sheet will save you cash at Kinko’s and also be at a better size for handing out to people. Also, make quarter page sizes for pocket sized hand outs - these are great for quick advertising!
Design
A nice, crisp and clean design is important. Good strong color is great - and even encouraged, but not necessary. Using a bright color paper (yellow, pink, orange, light green) will draw the eye and black text will really help readability. If you do a color design, don’t use colored paper. This will just make your flier too busy for the reader to care.
Bands
Here is where some fliers go wrong. Do not put only the band logo on the flier and expect people to automatically know who it is. Put the logo and under the logo put the name, web address and style of the band. Then people can go and check them out and see what they sound like.
This not only helps you get people to show up, but also helps the bands at the shows. If it’s all local bands, be sure to give the bands a slew of fliers (25 at least) for them to pass around.
Distribution
There are many ways to get the fliers out. Some are tried and true - others are a little more risky.
First of all, don’t rely on pinning fliers to community bulletin boards. These are great ways to get the word out - but bulletin boards are so jammed with information that many people won’t even see your flier. Don’t avoid it, but don’t rely on it either.
Handing fliers out on the street are all good and well, but be careful where you do it. Malls may have a slew of people - but they also have a strict no solicitation policy that will get you banned from the preemies. It also goes the same for putting the fliers on windshields of cars.
The venue you’re playing at - if they have regular shows - should allow you to pass out fliers after other shows. It’s not rude to the band and it helps bring more people back to the venue for other show. Be sure to get the permission of the owner.
Also, on this subject, you can use the quarter page flier for putting on windshields of cars in the parking lots. Just be very careful about car alarms or damaging the car.
You can also talk to local music stores about putting your fliers on a counter of by the door. Some will say no - because of company policy. Insurance nightmare according to a Hot Topic’s manager. However, some stores that sell musical instruments may be more than happy to set a stack of 20 or so by a door if you ask politely.
Be sure to send a copy of your flier to local magazines and radio stations. These people should be on a special mailing list and get your fliers every time you have a show. They may feel obliged to plug your show.
And it’s very important to give some to the venue to set around. I used to play at a venue that would take a good bunch of fliers and hand them out for me at shows. We would regularly pack the place thanks to their willingness - which helped them out as much as us.
