| Event listings websites form an important part of any | | | | - Always use a picture and make sure it matches the |
| event marketing strategy. Free listing services such | | | | editorial criteria of the listing site (some sites require |
| as Yelp, Qype (in Europe), Upcoming, Eventful, | | | | large images, some small, and some a certain size |
| LastFM and dozens more offer event promoters | | | | ratio). Listings with photos are much more likely to |
| access to an enormous local and global audience of | | | | attract reader attention |
| over 78 million event-goers per month. With that kind | | | | - Always include a ticket link. If someone is browsing |
| of reach, it's very important that promoters take | | | | a listings site and finds your event, you want to |
| advantage of this free promotion method. | | | | make it as easy as possible for them to attend. |
| The pros are obvious - for free, promoters can | | | | - Use lists or bullet points when describing the event |
| access many new channels for marketing event | | | | or the lineup. Big blocks of text are hard to read and |
| information, ticket links and artist lineups. This can | | | | off-putting for readers on the listings sites. |
| drive awareness, attendance and, critically, ticket | | | | Time efficiency: |
| sales. By piggy-backing on the popularity of some of | | | | - Look for digital marketing software for event |
| the world's top event sites, event organisers can | | | | owners that allows promoters to automatically post |
| overcome relative obscurity especially with brand | | | | event listings to 40+ sites at once, meaning you only |
| new events. There are, however, some downsides. | | | | list your event details once and the rest are posted |
| Adding listings to these sites is time consuming, | | | | automatically. This is the most effective and efficient |
| taking up hours or even days depending on the | | | | way to list events online |
| number of events and how many sites are used. | | | | - Offer internships. Many young people are interested |
| Additionally, sometimes editorial restrictions on the | | | | in breaking into the events and entertainment space |
| individual listing sites make it difficult to categorise | | | | and are willing to work for very low stipends to add |
| events properly and premium content can steal away | | | | event work to their resume. Get interns to help with |
| reader attention. | | | | event listings and in return offer them the chance to |
| In order to use listing sites as effectively as possible, | | | | get involved in other areas of your event work |
| promoters should consider the following: | | | | - Pick the most relevant listings sites and ignore the |
| Making sure your events are properly categorised: | | | | others. While this does mean you'll miss out on some |
| - Always tag your events with lots of specific | | | | of the web audience of event-goers, you'll save time |
| keywords. Don't just use terms like 'music' or 'gig,' try | | | | by picking the top 4 or 5 sites relevant to your |
| to delve into minor genres and use artist names, | | | | events. |
| venue names and locations to help searchers as well. | | | | Never underestimate the value of free listings sites - |
| - If there's no field for tags when submitting your | | | | there's no better way, for free, to reach a large |
| event, include it in an email to the listing site editor, or | | | | audience of online readers looking for events - |
| add tags to the event description. There's no point in | | | | exactly who you want to reach! Try adding your |
| listing your event on listings sites if no one can find it! | | | | event to free listings sites and see which ones work |
| Making your event stand out: | | | | best for your events. |