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Things to Consider When Creating your Promotional Plan

Considerations for promotion before and after your live show.
For inspiration on how to promote your show, download and check out these promo examples from our partner brands' past shows here.

Pre-Show

Build your promotional strategy

  • Organic: Figure out what organic channels (existing channels that you've built and grown over time, without paying for traffic or exposure) you want to promote on.
  • Paid media: If you have the budget, paid media is a powerful way to promote your shows. With paid media you are able to target your loyal customers, or a whole new audience of individuals with an affinity for your brand/products.
  • Live: Go LIVE on your main social platform the day of your show to promote the stream and get your audience excited. Remind them where/when to tune in, and why they’d benefit by joining (incentive).
  • Incentive: It’s important to offer something that will encourage your audience to tune in live. Incentives are proven to drive more viewership, engagement and sales. This could be in the form of a giveaway, discount, limited drop, access to the founder, etc.
  • RSVP: Get an idea on attendance by encouraging your audience to RSVP ahead of the live show. Send everyone that RSVP'd a confirmation with an 'add to calendar' link. On the day of show, add the live destination link and include any incentives or product exclusives to the live to get your audience hyped!
  • Schedule: Promos should go out at least a week before a live show, with at least 1 follow up reminder 3 days before, one day before and the day of show. The more reminders your audience gets, the more it remains top of mind for them!

Choose your channels

  • Email: If you have email subscribers, send them an email at least a week prior to your livestream, where they can directly RSVP or add the event to their calendar. Here is one free tool you can use to build your 'add to calendar' link, or learn how to create one in gmail here.
  • Mobile: If your customers receive text notifications from you, send them a text 15-30 min before you go live so they know to join the show.
  • Shop app: If you're going live to Shop, encourage your audience to follow your store on the app so they are notified the moment you're live.
  • Social: Share a promo graphic/video to your feed or go live to your preferred social platforms, letting your audience know when/where to tune into the livestream. More tips on promoting your stream on social platforms here.
  • Website: Feature the livestream in your header space or take advantage of a pop-up banner to notify site visitors.

Select a destination to drive traffic to

  • Ensure your promo plan is cohesive across all channels in terms of driving to one main call-to-action (what you want your audience to do). For example, if you want your audience to RSVP, make sure the RSVP link is promoted across all active channels.
  • Track what channel most viewer traffic is coming from by using UTM codes (allows you to track sources more precisely). You can create your tracked URL using Google's URL builder.

Post-Show

  • Post a 15-60 second video with highlights from the livestream to recap the event, and encourage your audience to rewatch the full video-on-demand on your site.
  • You can also tag the featured product(s) in your post to incentivize more purchases.
Good luck!