New Year’s Eve is a global party, where revellers across the world count down to midnight and think ahead to a year full of promise. But in the UK, attitudes seem to be shifting and recent years have seen a significant percentage of the population opting to stay at home. As such, competition to attract those that do wish to paint the town red has become more intense than ever. So, how best to promote your New Year’s Eve event and stand apart from the rest?
Settle on a Theme
You can’t have a New Year’s event without a theme – or at least, you can’t have an interesting event without one – and it could be your major USP for the evening. Fancy dress is a very popular way to get an audience on board, as is a musical theme, whether it be 80s throwbacks or Motown classics. Whatever you choose, this should be embodied by your marketing campaign.
Create Tiers and Ticketing Options
You can cater to a wider audience by providing a breadth of experiences in one place, so consider tiering your event with different tickets allowing entry to various areas. You might utilise bespoke, branded signage to cordon off VIP rooms (as well as a complimentary bottle of wine), to which a more expensive ticket might allow access, with standard tickets affording entry to main areas only.
And speaking of ticketing, you can drum up interest in your event by releasing a small amount of early bird offerings at a reduced rate, in line with your initial wave of marketing. When these sell quickly, you create the illusion of scarcity and potentially increase the number of sales for the next wave of releases. You can do this several times, right up to a full ‘on-the-door’ price if any space remains on the night itself.
Draw Up a Marketing Schedule
In order to ensure the promotion for your New Year’s event goes off without a hitch, you will need to set out a concrete schedule for your marketing. If your event has live music, you might be hoping to create some buzz via advance coverage in the media, whether that be via local magazines, blogs or radio stations.
Bear in mind that these platforms may need up to six weeks’ lead time to pull together and schedule their own pieces, making planning essential to get the word out in time. You will also have two other lines of attack for marketing – physical and digital.
Physical marketing solutions are the backbone of any good promotion programme, despite the rise in digital and social media solutions. Branded posters on the walls in nearby venues are a great way to create knowledge of the event, while an active team handing out flyers on busy evenings can get the relevant information – and potential discount incentives – directly into the hands of your target audience.
Utilise Social Media
Social media is your way of keeping guests informed closer to the event. It will also be home to your digital events page, allowing you to track the volume of attendees. Update it regularly with news of quick ticket sales, new line-up additions and any special offers you may be creating for the celebrations.