If You Can Fill a Venue, You Can Market Anything

16 Aug

When people watch a band perform, they see two hours of music, lights and entertainment.

What they don't see are the months of planning that made those two hours possible.

Booking the venue.
Selling the tickets.
Organising rehearsals.
Creating the artwork.
Promoting the show.
Managing logistics.
Working with the sound engineer.
Preparing for everything that could possibly go wrong.

As someone who's worked in marketing for years and spent countless nights organising concerts with my band, I've realised something...

Putting on a successful gig isn't all that different from running a successful marketing campaign.

Whether you're launching a product or launching a live show, success comes down to preparation.

Here's the process I've learnt over the years.

Phase 1: Before You Book the Show

Start With the End in Mind

Before you contact a venue, ask yourself one question.

What does success look like?

Maybe you're:

Launching new music.
Starting an EP or album tour.
Building your fanbase.
Playing a hometown show.
Simply trying to sell as many tickets as possible.

Your objective should influence every decision that follows.

Find the Right Venue

Bigger isn't always better.

A packed 250-capacity venue creates a far better atmosphere than a half-empty 800-capacity room.

Think about:

Capacity
Location
Parking
Public transport
Your audience
Venue reputation

You're creating an experience, not just booking a room.

Find a Date That Actually Works

This sounds easy.

It isn't.

Trying to organise four or five musicians with jobs, families and other commitments can feel impossible.

Before speaking to venues, make sure every band member sends over the dates they're available.

Trust me—it'll save you countless emails later.

Be Professional

When you contact a venue, remember this:

They're taking a risk on you.

Give them confidence.

Create a simple electronic press kit.

Have professional social media pages.

Include live videos.

Show previous gigs.

Highlight reviews.

If you have a website, even better.

Think about it...

Would you book a band that had no online presence?

Probably not.

Pick the Right Night

Friday and Saturday nights are usually the obvious choices.

But don't overlook Thursdays.

"Thirsty Thursday" is a real thing and can work brilliantly if promoted properly.

Also check what's happening locally.

A huge football match.

A music festival.

A major concert.

These can all affect ticket sales.

Don't Be Afraid to Chase

Venues are busy.

If you don't hear back, don't assume they're not interested.

Follow up.

Then follow up again.

Being politely persistent is often the difference between getting the date and missing out.

Phase 2: Selling the Show

Now the real work begins.

Agree the Deal

There are generally two ways this works.

Option One

You hire the venue.

You take the financial risk.

You keep the ticket income after expenses.

Option Two

The venue pays you a guaranteed fee.

Sometimes they'll also offer a percentage of ticket sales after costs have been covered.

Neither is right or wrong.

It depends on your confidence in selling tickets.

Price Your Tickets Properly

This is one of the biggest decisions you'll make.

Always ask yourself:

"Would I pay this much to watch this band?"

If the answer is no...

Your audience probably won't either.

Build Your Marketing Campaign

A poster alone won't sell your show.

Think bigger.

Create:

Social media posts
Countdown graphics
Behind-the-scenes rehearsal clips
Email campaigns
Short videos
Facebook events
Instagram stories

Every post should include one simple thing...

A link to buy tickets.

Never make people search for it.

Design a Great Poster

Keep it simple.

People should instantly see:

Band name
Venue
Date
Ticket information

If people have to hunt for the important information...

You've already lost them.

Think Beyond Social Media

If budget allows, look at:

Local radio
Newspapers
Community websites
Event listings
Local music blogs

The more places people see your event, the more real it becomes.

Target the Right Audience

One of the biggest advantages of online advertising is location targeting.

If your gig is in Cork...

Don't waste money advertising it to people living in Belfast.

Spend your budget where it matters.

Invite a Support Band

Support acts aren't just there to warm up the crowd.

They're another marketing channel.

Their fans become your audience.

Your audience becomes theirs.

Everybody wins.

Phase 3: Preparing for the Performance

Rehearse Properly

Nothing replaces practice.

The more prepared you are...

The more you'll enjoy the show.

Confidence comes from repetition.

Delegate Jobs

Every successful band has someone leading the project.

But don't try to do everything yourself.

Delegate.

Someone can organise merchandise.

Someone can manage social media.

Someone can coordinate rehearsals.

When everyone contributes, everything becomes easier.

Send the Important Information

A few days before the show, send the venue:

Stage plot
Technical rider
Input list
Backdrop graphics
Walk-on music
Playlist

The more information your sound engineer has...

The smoother your day will be.

Know the Schedule

Everyone should know:

Load-in time
Soundcheck
Doors
Stage time
Curfew
Load-out

Confusion creates stress.

Preparation removes it.

Plan the Experience

A concert is more than just playing songs.

Think about:

Your opening song
Your closing song
The order of the setlist
Audience interaction
Lighting
Backdrop visuals
Walk-on music

You're creating memories.

Not just playing music.

Check Your Gear

Create a checklist.

Then check it twice.

Strings.

Drumsticks.

Leads.

Pedals.

Power supplies.

Batteries.

Guitar straps.

It's amazing how often one forgotten item causes the biggest headache.

Phase 4: Show Day

Arrive Early

Don't rush.

Get there with enough time to unload comfortably.

Set everything up.

Take a breath.

Enjoy the process.

Soundcheck Like You Mean It

Pick three songs that cover different dynamics.

One quiet.

One loud.

One somewhere in between.

This gives your engineer everything they need.

Spend Time Together

One of my favourite traditions is grabbing food with the band after soundcheck.

It's a chance to relax.

Laugh.

Talk through the show.

And remind yourselves why you're doing it in the first place.

Build Excitement

Share photos from the venue.

Show the stage.

Film a quick video.

Let your fans know you're ready.

That last push often sells those final tickets.

Respect the Timings

If you're due on stage at 9pm...

Go on at 9pm.

Sorry...

You're not Axl Rose.

Venues appreciate professionalism.

Audiences do too.

Be Nice to Everyone

Security.

Bar staff.

Sound engineers.

Lighting technicians.

Venue managers.

Treat them with respect.

They're the people who can make your night run smoothly.

Sell Your Merchandise

Don't miss the opportunity.

T-shirts.

Vinyl.

CDs.

Posters.

Stickers.

People love taking something home to remember the night.

Enjoy It

After all the planning...

Take a moment.

Look around the room.

You've built something people chose to spend their evening attending.

That's pretty special.

Phase 5: After the Applause

The show might be over.

The work isn't.

Review Everything

How many tickets did you sell?

What worked?

What didn't?

What songs got the biggest reaction?

Was your promotion effective?

What would you change next time?

Every gig teaches you something.

Thank Everyone

Thank:

The venue.

The sound engineer.

The support band.

The photographers.

The fans.

Your bandmates.

People remember appreciation.

Start Planning the Next One

The momentum you've built is valuable.

Use it.

Post photos.

Share videos.

Announce future shows.

Keep people talking.

Your next audience starts growing the moment this show ends.

Things Nobody Tells You About Putting On a Concert

Someone will forget something.
Someone will arrive late.
You'll think you've sold no tickets... until the final week.
The soundcheck will never go exactly to plan.
You'll spend hours worrying about things the audience never notices.
You'll probably be more nervous than your fans.
The minute you walk on stage... every bit of stress disappears.

Final Thoughts

People often think a great concert is about great musicians.