available formats:
| Weeks out | Task |
| Up to 52 or more | Include events in your package offers or subscription season |
| 12 | Organise print materials (poster, flyers); negotiate displays for posters |
| 12 | Research marketing/promotional partnerships (eg bookshops, local cinema) and identify partners with appropriate customer bases. If targeting their e-news or hard copy newsletter, check timing with your dates. |
| 11 | Research local and regional media opportunities; if planning radio or TV ads, organise production of advertisements; cooperate with other venues on the tour to save money. |
| 10 | Write copy for direct mail and email, your e-news, etc; design email and direct mail campaigns. |
| 8 | Contact other tour venues to plan collaborative social media. |
| 6 | Send first email and direct mail (letter and flyer) campaign, with early bird offers if using. Monitor response. |
| 6 | Distribute posters for display. If using, distribute flyers for display. Remember to check with flyer display venues and top-up regularly. |
| 4 | Write media release. Contact local/regional media re editorial coverage. |
| 4 | Activate social media: post links to YouTube video teasers, artists, blogs, other tour venues Facebook pages, etc. Monitor response. |
| 3 | Reminder email/direct mail campaign to non-respondents. |
| 3 | Check posters are in place, replace if required. Top up flyer displays. |
| 2 | Check in with media contacts re what they plan to publish. Organise interviews with artists. |
| 2 | Post regular social media updates, links to interviews with artists, tour crew blogs, audience quotes and vox pops from other tour venues, etc |
| 2 | Monitor sales daily. Prepare to activate special offers via email and/or social media to specific groups if required; but remember many sales will come within the last 2 weeks. Hold your nerve if you already have a strong sales trend. |
| 1 | Activate special offers to specific groups if required to boost sales. |
| Performance night | Sit back and enjoy the show; have a drink at interval, you’ve earned it |
| Analyse/report | Gather your response and sales tracking data and analyse which aspects of your marketing worked best, and note for the future. |