Marketing crowd sourced events on social media requires careful strategy. This article contains some of our ideas on how to get it right. Traditional event marketing rhetoric is based on a foolish commandment:
“Thou shalt pretend organising events is not massively risky.”
Event promotion is practically a religion, complete with harmful dogma. What you’re about to read may be considered blasphemy by some.
Event promotion canon says that we need to beg our audience to buy tickets. It says we should just hope and pray that they don’t wait till two days before the event to buy. It says that we can trick them into a state of urgency by pretending we know the event is going to sell out. It says that we should treat our audience as though they are disengaged and apathetic. If that’s how we treat our audiences, that’s exactly how they’ll respond.
If you give your audiences the power to make your events happen they’ll sell the tickets for you.
If there is a community that wants to see the event happen they will help bear that risk.
The key is messaging. We need to be consistent, we need to be honest, we need to be willing to accept feedback. If you post an event and say it’s happening on Saturday, but make it clear that could be any Saturday this month, people will tell you which weekend works for them. If you set a ticket price according to having 100 people attend, but everyone says that costs too much, consider that you have two options: (1) keep the price the same and pour more money into postering*, (2) halve your price and adjust your minimum ticket sales to 200 people, then ask the people that requested a lower price to get out there and spread the word.
*Please, for the love of the Goddess of Events, don’t pour more money into postering. You’d have better luck sticking your finger up your nose to find gold.
SuchCrowd places the responsibility in the hands of the audience, it gives them the power. Your power to do this comes from honest vulnerability. Be vulnerable and allow your community to support your ideas.