St. Margaret’s House
EVENTS MARKETING TOOLKIT
We’re looking forward to hosting your event at St. Margaret’s House!
To support you in making this event as successful as possible, and engaging the local community in the process, we have put together a toolkit on marketing tips and support that includes online sites and press to look out for, as well as making the most of social media.
You may already be a marketing genius but this could be your first time promoting an event in Tower Hamlets, or you may be entirely new to event promotion. Either way, we hope there’s something beneficial in this toolkit!
Make the most of your event ! A few ways to promote it
1.Images and Promotional Materials
If you are looking for images to use on social media, posters and flyers, you can find lots of images available to use for free via Unsplash: https://unsplash.com/
For designing your poster, Canva offers you different formats and templates, including social media templates: https://www.canva.com/
Converting your images to different sizes to suit each social media platform can make these images more effective. Sprout Social enables you to quickly resize these images according to each social network, which you can access here: https://sproutsocial.com/landscape
If you’re producing flyers and/or posters for your event, a cheap and quick option is to get them printed through SoloPress: https://www.solopress.com/
Listing your event on local and London-wide sites will help it get seen by an interested audience. Great sites to request to list your event on include:
3. Local Press
Is there a particular angle to your event that makes it more marketable? This might be if it coincides with a particular commemorative day, like International Women’s Day, or if it has a unique USP that’s culturally or politically relevant. If you wish to contact press about your event (either by sending a press release or by introducing yourselves and offering an interview), local places to consider are:
4. Dedicated press
These publications may not all be relevant, but are great ones to get in touch with, offering interviews, in-depth features, and short news pieces about your upcoming show:
Jazz Journal / London East Jazz Network / London Jazz News / Drunken Werewolf / Echoes and Dust / Jazz Journal / Fact Mag / Gig Slutz / The Quietus / Loud and Quiet / London In Stereo / It’s Nice That / Clash magazine / Notion Magazine / Crack Magazine / The Blue Walrus/ Loud and Quiet/ So Young Magazine/ We plug good music/ That Grape Juice/ Hit the Floor/ Stamp the Wax
5. Social Media
Questions to ask when it comes to social media promotion:
Which audience am I targeting?
What else is going on in the area?
Am I posting regularly about the event (2-3 times a week)? And enough in advance?
Do my posts stand out or will they get lost in timelines?
Below are some tips and tricks for Twitter, Facebook and Instagram:
For music events, relevant hashtags to use in Tweets to help grow your audience include: #londongig #musiciansofldn #newmusic and #freelondon if your event is not ticketed. For theatre events, good ones to use include: #londontheatre #amwriting #newwriting (NOTE: It’s best not to use more than two hashtags per posts otherwise the post looks like spam)
It’s good to use images in your posts as this leads to more retweets
A typical rule for promotion is the 4:1 rule, which means for every promo post you do about a certain event, then do three posts that don’t relate to that event, such as retweeting content from a page you like, or sharing an article. The pages above are also great ones to start conversations with and form an online network.
When you put an image in the post, you can also tag users in the pictures. It is good to tag in people and pages that are likely to retweet the post, such as What’s On pages for East London and Bethnal Green. Below are some examples of pages to consider tagging in:
Posting multiple pictures in a carousel on Facebook usually gets more likes, as does videos. Facebook’s algorithm means that posts which receive comments from users appear in more timelines. This means asking questions in your captions is a good idea as it encourages these comments.
It’s best to use no hashtags on Facebook posts, or just one or two, as otherwise people tend to think it’s spam.
Sharing content from other people’s pages makes them more likely to share yours.If you are organising a music event, pages to check out are:
For theatre, pages to check out are:
Verify your Facebook page as it makes it more likely to appear in timelines. Go to settings -> General -> Get verified. A verified page can also do live videos on Facebook. NOTE: You can only verify a business page, not your Facebook profile.
If you have the budget to pay for promotion on social media, Facebook is the best out of all the platforms to do this. Paid promotion is a good option if you have not got as many attendees as you’d like, because it generates buzz about the event. Running a competition for a free ticket to the gig is also another way of doing this.
Create a Facebook event for your gig. In the event, include:
> A relevant cover photo e.g. your poster or image of previous gig or performance
> Date, time, venue of event – and invite St. Margaret’s House and the Gallery Cafe to co-host the event with you!
> Link to tickets
> In the details, include all the information about the event here, and link to tickets again.
> Select ‘Music’, ‘Theatre’ or ‘Art’ category and add in a few keywords.
Share pictures and video footage from previous gigs or performance to introduce new audiences to your work.
Open up your DMs as links don’t work in Instagram captions so people will usually message via Instagram looking to book, and you can then send them the link to tickets.
Behind the scenes posts about setting up for the event and what’s going on at the event make great Instagram stories.
Make your Instagram account a business page so you can see your analytics. This means you can find out more about your audience and popular posts. Here’s a post detailing how to set up a business page: https://help.instagram.com/502981923235522
Use hashtags to widen your reach. Either put them beneath your caption or in a comment on the photo. The maximum number of hashtags that can be used is 30, with 11 or more hashtags tending to generate the best engagement.
Hashtags to use:
#musician #musiciansofinstagram #londongig #londonears #londonmusic #londonmusicscene #londongigs #londongigguide
#londontheatre #artstheatre #theatrelife #theatreinlondon #playstowatch #fringetheatre #newtheatre #newwriting #offwestend #theatrelovers #ilovetheatre #watchingtheatre
What we will do to support you
To be able to spread the news about you and your event we would need you to fill in the below info 8-10 weeks before the date of your event with us.
We will list your event on:
our website that is visited by more than 10.000 people every month, and
in our physical monthly newsletter printed in 500 copies, which we distribute across our premises and shops
Our monthly events calendars placed on our premises
As we are lucky enough to host a range of brilliant events, we cannot always dedicate specific posts to each event. But please invite us to co-host Facebook events with you, so those who like our page will be notified of these events.
Do also tag us in your posts so we can reshare them. You’ll find us at:
If you have any extra queries regarding the promotion of your event, please get in touch with Jennifer, our Digital Communications Coordinator at firstname.lastname@example.org.