To appease our insatiable appetite for interesting things to do, we now have a plethora of media publications in Singapore, both digital and print.
If you have the budget for it, consider advertising! We’ve seen event ticket sales jump the day an advertorial for an event is released.
You must be wondering though, with the many options to choose from, how would one select which media to place an event on?
We suggest three steps to publicising your event on print or digital media:
1. Plan early. Think about event publicity from the get-go of event organising. Most media typically require sufficient lead-time of at least two weeks for it to be worth any editorial effort. The more time the advertorial receives exposure, the merrier it’ll make the editors and you!
Even if your event already has a strong following, getting the word out through relevant media could garner an even wider audience you never knew you could reach otherwise.
2. Understand your audience. Ask yourself these questions and it should help narrow your options down to but a handful.
Which genre is my event in?
Media publications would usually be particularly strong in certain genres. For example, City Nomads seems to have an affinity for food events so the foodies out there will know to head to their site for events in the food genre. Alternatively, check out where other events of a similar genre are mostly featured in and that’s probably where you’d want to place your event listing in too – assuming other organisers have done their research.
What are the demographics (i.e. age, gender, income, educational level) of my target audience?
Some publications are synonymous with particular demographics. Point is, the more targeted you are, the greater the likelihood of ticket sales since your event listing will be reaching an audience who’ll actually be interested in your event or be able to afford it.
Which medium will an attendee of my event spend most time on, print or digital?
Many publications now have online sites. However, it is still important to reflect upon where your attendee would spend most time on. For example, if you’re organising a technology event, you would want to advertise online instead of offline since that’s where your attendees would most likely seek out information from.
3. Budget according to prioritised media. Now that you’ve narrowed your options down to a few publications, consider how much exposure each media will give you – What’s the readership numbers like on their digital and print publications? How many unique visitors do they have to their online site? How many fans or followers do they have and what are the levels of engagement on their social media channels? Most of this information is readily available in the publication’s media kits. Once you’ve understood the potential reach of these media to your target audience, you can prioritise which media to place your event listing on and allocate advertising spend accordingly within the means of your budget. It’ll mostly be a fine balancing act between cost and coverage.
For online media, you’ll also be able to track domain referrals via the “Overview” tab within the Peatix dashboard. This identifies the media which directs most traffic to your Peatix event page and you could then reflect that insight in your advertising spend.
*Hint* We too at Peatix go the extra mile to partner with local media to assist getting the word out for you either through events listings or ticket giveaways. Check out some of our previous Peatix events on our media partner sites below!
Watch this space: A series of tips on “Sell Out Events” will be brought to you by Peatix in the coming weeks. Like us on Facebook or follow us on Twitter!
