Before attempting to market your programming, it’s vital to objectively evaluate its appeal and to know who your prospective audience is.
Create mailing list request cards to have available at your events so that attendees may sign-up to receive your calendar via mail or e-mail (less expensive).
Get the word out to the pertinent press (print, radio, TV and web) about your events. Know the deadlines, know the beat, be organized and professional, follow-up! The ability to provide photos is desirable. Having those photos in a digital format that can be quickly e-mailed to media outlets on tight deadline is essential. Don’t forget the specialty press when applicable: foreign language, trade, gay/lesbian, etc.
In addition to web press, research and locate Web sites which are devoted to a particular interest area specifically compatible with your event. There are web sites devoted to particular eras like silent films, certain genres like science fiction films, specific actors, specific directors, film preservation, film production design.
Contact pertinent Web sites with complete info about your event and ask if they’d be willing to post the information on their site. If you have photos, don’t forget to say so. Web sites are always looking for interesting visual content. Some web sites have discussion lists to which they send informational updates. Inquire as to whether your event info can be distributed to these discussion lists.
Research and locate organizations in your own community that are devoted to a particular interest area/trade/lifestyle specifically compatible with your event. There are community organizations devoted to just about everything: ethnic groups, cultural activities, seniors, families, gay/lesbian, unions, gardeners, alumni associations. Contact pertinent organizations with complete information about your event and ask if they’d be willing to help you “get the word out” to their respective constituency. Does the organization have a newsletter (mail or e-mail) in which it could include your event info? Does the organization operate a web site on which it could post your event info? Does the organization have any upcoming events, at which flyers for your event could be distributed (you would provide the flyers, of course). Does it make sense for you to offer an admission discount to the organization’s membership as either an incentive for the organization to help you and/or because you need to drive attendance to your event?
Research and locate particular businesses in your own community that you believe are likely to collaborate with you. Perhaps you know the business is specifically attuned/sympathetic to your organization and its mission or that you believe your potential audience patronizes the business. Contact pertinent businesses with complete info about your event and ask if they’d be willing to help you “get the word out.” Would they be willing to let you display an event poster in their store or put event flyers on their counter? Does it make sense for you to create a cross-promotion with the business? Example: you could offer the business pairs of tickets for them to raffle off to their customers.