How to Market your Event

Here's the simple version:

• Make a website with all the important stuff*
• Develop branding but don't use ChatGPT
• Make a Facebook page and event with all the important stuff
• Make an Instagram and put pictures and videos on it
• Consider TikTok and Youtube if it feels right
• Submit your event to VicFomo, local event sites, and other event aggregators
• Make a media kit (but don't use ChatGPT)
• Hang posters around town

*Want to talk about your event? Hit me up on Messenger and let's have a chat.

Here's the long version:

Website

• Register a domain name:
  • youreventname.com (usually easier to obtain)
  • youreventname.com.au (may have additional eligibility requirements)
• Ensure the front page clearly displays:
  • Event name
  • Event dates and times
  • Full location details, including:
    • A map
    • Directions, where appropriate
    • Parking and public transport information, if relevant
  • A hand-written event description
  • Clear calls to action:
    • Ticket links and pricing
    • Social media links
    • Mailing list subscription link
  • A list of key attractions, speakers, performers, activities, or highlights
  • Real photographs from previous events (not AI)
  • Event schema markup embedded in the page code to help search engines and AI tools understand the event.
  • An FAQ section covering information not above
    • Age requirements
    • Accessibility information
    • What attendees should bring
    • Refund, cancellation, and weather policies
    • Food, drink, and payment options
• Other pages:
  • Schedule
  • Photo Gallery
  • A dedicated page for sponsors, partners, vendors, or exhibitor applications
• Website considerations:
  • Keep the page simple and mobile-friendly
  • All information must be in TEXT, not embedded inside images
  • If it's a ticketed event, make the ticket link very easy to find
  • Add tracking tools to monitor site traffic
    • Google Analytics to see what pages viewers are accessing
    • Google Search Console to see how peopel find your site in Google Search
  • Occasionally add news updates so search engines know the page is fresh
  • Have a sitemap.xml file for search engines

Branding

• Use minimal AI as people find it untrustworthy.
• If you must generate a logo, use something other than ChatGPT because everyone knows its style

Social Media

Facebook

• Create a page for the event, written in a way that can be reused each year ("Event name", not "Event Name 2026")
• Create an event for the current year
• Give them unambiguous names
  • Bad: "Winter Festival"
  • Good: "Springfield Winter Festival" and "Springfield Winter Festival 2026"
• The event must contain all of the most important information, same as the website
  • Event Name
  • Date and time
  • Location (full street address)
  • Short description of the event
• Use Facebook boosting to promote major posts about the event
  • Set a deliberate audience, don't just let Facebook decide
    • Set audience location centered on the event
    • You can set demographics to people who enjoy festivals, music, food, or parents etc
    • For some ads you'll want to exclude existing followers, this will get you the most new followers
    • For some ads (such as event announcements) you can choose to include only existing followers, to get them to come again.
• Ask people who are involved (performers, stallholders) to tag your page or event in their own announcements

Instagram

• Link it to your Facebook account
• Use a clear profile image (event logo)
• Write a concise bio that includes:
  • What the event is
  • Where it is held
  • The event date + time
  • A link to the event website, facebook and/or ticket pages
• Establish a hashtag that you can put on all posts and others can use #springfieldwinterfest
  • Encourage attendees, vendors, and performers to share posts using the event hashtag
• Post a mix of content:
  • Photos and videos from previous events
  • Announcements of performers, attractions, speakers, vendors, or exhibitors
  • Behind-the-scenes preparation
  • Short videos or Reels
  • Countdown posts as the event approaches
  • Practical attendee information, such as parking, transport, accessibility, and what to bring
• Tag relevant local businesses, sponsors, performers, venues, councils, and community groups where appropriate

Other Social Media

• Only use platforms you can maintain consistently, don't spread yourself too thin
• Consider platforms relevant to your audience, such as:
  • TikTok for short-form video and younger audiences
  • YouTube for longer event videos, interviews, and highlights

Event Listings

• Submit the event to relevant local and industry event calendars
• Almost every local council website has an events page
• Submit to VicFomo
  • Share it to the VicFomo Suggestions Facebook Group
  • Private message the VicFomo page directly
• Some other event aggregation websites
  • everi.com.au
  • melbourning.com.au
  • mammaknowsmelbourne.com.au
  • melbourne-insider.au
• Look for listings run by:
  • Tourism organisations
  • Community newspapers
  • Radio stations
  • Local "What’s On" websites and newsletters
• Check listings regularly and correct inaccurate dates, links, or venue information

Media and Publicity

• Create a simple media kit containing:
  • A short event description
  • Event date, time, location, and ticket information
  • High-resolution real photographs
  • Event logo
  • Contact details for media enquiries
  • Information about notable performers, speakers, attractions, or community benefits
• Send a concise media release to relevant local newspapers, radio stations, websites, bloggers, and newsletters
• Give journalists a clear reason why the event is newsworthy
• Invite local media, photographers, and content creators to attend where appropriate
• Build relationships with local organisations before asking them to promote the event

Local Promotion

• Ask sponsors, vendors, exhibitors, performers, speakers, and community partners to promote the event to their own audiences
• Provide them with ready-to-use images, captions, links, and posters
• Display posters and flyers in relevant local locations, subject to permission
• Consider locations such as:
  • Cafes and restaurants
  • Libraries
  • Community centres
  • Schools and universities
  • Sports clubs
  • Local shops
  • Tourist information centres
• Make sure printed material includes the event name, date, location, website, and ticket information
• Use a QR code only as an addition to a visible website address, not as the only way to find information

Marketing Timeline

• 6–12 months before: Secure the date, venue, domain name, social accounts, and initial event listing pages
• 3–6 months before: Announce key attractions, open ticket sales, contact media, and begin regular social media posting
• 1–3 months before: Increase advertising, publish practical attendee information, and encourage partners to promote the event
• Final month: Post reminders, countdowns, transport information, weather updates, and last-minute ticket information
• During the event: Share real-time photos and videos, tag participants, and encourage attendees to use the event hashtag
• After the event: Thank attendees, publish photos, collect feedback, and begin building interest for the next event

Measure What Works

• Use website analytics to see where visitors come from
• Use separate tracking links for different advertising campaigns where possible
• Ask ticket buyers how they heard about the event