Getting people to come to a concert

Every time I organise a concert, I think about things like how to get people to come to the concert, how to get a full house quickly, and how to do a better job of it next time. Getting people to come to a concert is no trivial matter. Let me share some thoughts.

First, they have to know about it. If they don’t, they definitely won’t come.

What is the best way to let people know an event will take place? Advertise. Announce it. Send an e-mail. Put up posters. Deliver flyers. Tell people about it. Make sure it’s known. Put it in the signature of your e-mails.

Second, they won’t come if they have something else they have to do or can’t change. In other words, how to you ensure whoever you want to come CAN COME?

Let them know as early as possible, so they could put it on their schedule.

If they have a conflict, how do you get them to choose your event over something else? Even if it means leaving the comfort of their home or office, i.e. if they have nothing else to do, you still have to motivate them to do so.

What is the compelling lure? What is the reason they will give up what they’d otherwise do to come to your event?

Attraction: an offer they cannot and will not refuse. Value for money. Something that doesn’t cost too much (including travel time and effort, barring rain or shine) but rewards a lot more (something that will improve their mood, give them a solution to a problem they’re having, introduce someone useful, introduce someone they’d fall in love with or vice versa….)

In other words, make sure you have a good value proposition.

Three, make it hassle free for them to make the decision to come to your event.

The reservation or booking method (if any) should be made explicit and simple. Don’t confuse them by having them call an answering machine or send money to an anonymous bank account. Don’t make it an obstacle.

The location must be clearly described otherwise they WILL get lost. A map is extremely useful here.

Finally (added 2nd Aug 2010), consider that people come to concerts not just for the concert. Many of our guests come to our concerts to talk to us after the concert. Some musician friends come to our concerts to check out the venues to see if they’d like to perform there in the future. Some come to concerts to socialise and network. One of our guests said that the people that come to our house concerts are so interesting that sometimes it’s hard to focus on the music.

Consider also that people may come to a concert simply because you said so. Don’t underestimate your word. The power of the invitation is great. Here is an example of a compelling concert invitation.



Filed under audience, concert, economics, planning, travel

8 responses to “Getting people to come to a concert

  1. Pingback: Sold out, full house, standing room only « Concert Blog

  2. reagan

    i am throwing a woodstock in odessa texas and your advice and suggestions have definatley helped me

  3. Pingback: Audience development: the art of creating demand | Concert Blog

  4. Pingback: Pre-concert dinners and post-concert cookies | Concert Blog

  5. Maisie

    Very helpful for my upcoming event. Thanks.

  6. Pingback: Announcement is not an invitation | Concert Blog

  7. Pingback: 5 steps to concert promotion | Concert Blog

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