Festive Season Advertising Part 6: Top marketing ideas to promote your events

For the last two months, we have been writing about the various aspects of advertising during the festive season:

  1. The rise in advertising demand during the festive season
  2. Advertising platforms and approaches that can help advertisers rise above the ad clutter
  3. Best advertising platforms for promoting on-demand home improvement services

Following are links to the previous articles in the series:

Part 1: Festive Season Advertising Introduction

Part 2: Some useful radio advertising strategies

Part 3: In-app advertising in 7 popular daily use apps

Part 4: Hit The Jackpot with Transit Advertising

Part 5: Best Ad Platforms for Promoting On-demand Home Improvement Services

Bonus: Media Trivia: Popular Diwali Ads 2019

In the last article of the series, we would discuss the best advertising platforms for promoting local events. Festive season especially the last two weeks of the year marked by Christmas and New Year celebrations witnesses a large number of events happening across the country. With globalization, Christmas and New Year have become an integral part of Indian festive fabric. In the metro cities where companies mostly follow the global calendar, the month of December is marked by holidays, parties and celebrations. If you are a business associated with party venues, catering, and other services, we have created a list of media options best suited for your requirements.

Who is this article for?

Anyone who is looking for ideas to promote their events. Christmas and New Year are the time of the year when the weather is cooler in India, people have holidays and they like to indulge in good food and a good time. During this time, the most common events in the cities are:

  1. Carnivals and parties at amusement parks
  2. Concerts by local and celebrity artistes
  3. Exhibitions and flea markets
  4. Theme based buffets in restaurants
  5. Guest DJs in pubs and discos
  6. Staycation packages by hotels and resorts

Why should one promote their new year event?

The new year is the time of the year when event listing websites and events sections of social media platforms (Facebook, Google) are overflowing with information. Amid the clutter, it is difficult to grab eyeballs by relying on paid event promotion on these platforms only. It is important to look for opportunities both online and offline to reach out to maximum people. In this article, we would discuss advertising platforms that would help advertisers reach out to maximum people within a limited budget.

Hyperlocal advertising ideas to promote new year events

Event marketing on Facebook

1. Google and Social Media Advertising: Social media is a great platform to promote an event. Most of the social media pages have event sections where event organizers can list their events. In terms of hyperlocal targeting, both Facebook and Instagram, as well as Google, help advertisers target people located in a certain area.

Minimum Budget Required: INR 10,000

Event promotion on social media

2. Cinema Advertising: Cinema advertising is one of the best media to promote an event. Being in a captive environment and a relaxed state of mind, the audience is most likely to act positively on the ads. Also, the last two weeks in December witnesses mega-blockbuster movies release hence a surge in the number of moviegoers.

Minimum Budget Required: INR 5,000

https://www.youtube.com/watch?time_continue=13&v=aGHnIpd54OE&feature=emb_logo

3. Transit Advertising: Transit advertising is a great medium to target specific areas and their neighboring localities. Advertising in metro trains, public transport buses, metro train stations, autos, etc can help your brand to reach out to daily commuters. Owing to the rise in traffic, people spend a lot of time on the road. This makes transit advertising one of the most preferred advertising media.

Minimum Advertising Budget: INR 10,000

Bus Shelter Advertising for event promotion

4. Outdoor Advertising: Outdoor advertising refers to placing ads on static properties like hoardings, bus shelters, skywalks, metro pillars, road medians, etc. Like transit advertising, outdoor advertising is an effective medium to promote a product in a specific area.

Minimum Advertising Budget: INR 50,000

newspaper insert advertising for event promotion

5. Newspaper Inserts Advertising: Newspaper inserts advertising is another hyperlocal advertising tool that offers the best of print advertising along with the benefits of hyperlocal targeting. Newspaper inserts are leaflets/pamphlets that are inserted inside the newspaper at the distributors. Through newspaper inserts advertising, advertisers can even target residents of a particular apartment complex.

Minimum Advertising Budget: INR 20,000

Ola app advertising for event promotion

6. Ola App Advertising: Ola app and Ola Play advertising together come with a suite of targeting options that help advertisers reach out to the right set of audience. Ola offers targeting options like time of the day, location, income level, cab type, etc as audience filter options as well as some fixed cohorts like frequent airport visitors, office goers in a particular location, etc.

Minimum Advertising Budget: INR 30,000

7. Daily Hunt Advertising: Daily Hunt is a very popular content platform that provides content in 14 Indian languages. Apart from the usual targeting options like age, gender, etc, Daily Hunt offers an advanced level of location targeting at a pin-code level making it an apt choice for hyperlocal advertising.

Minimum Advertising Budget: INR 60,000

City-level advertising ideas to promote new year events

All the advertising options that we discussed in the section above can be used for city-level targeting as well. Apart from the above-mentioned advertising media, the following are popular advertising ideas that you can include in your city-level advertising plan.

1. Radio Advertising: With an increasing number of private vehicles and cabs plying on the busy roads of the cities, listeners spend a considerable amount of time listening to radio channels. Radio channels are no more limited to playing music only. They have emerged as people’s local guides in the city. Hence, promoting an event on radio channels  (especially through RJ Mentions or Contests, etc) would bring desired results.

Minimum Advertising Budget: INR 30,000

advertising on little black book for festive season

2. Advertising in Little Black Book: Little Black Book is a website/app that acts as a local guide on topics like travel, shopping, food, events, lifestyle, etc. Advertising on LBB would help brands meet their right audience.

Minimum Advertising Budget: INR 60,000

 3. Advertising in Audio OTT: Indians have a high affinity for audio OTT platforms. An average Indian audio OTT user spends about 21.5 hours per week on audio OTT as compared to 17 hours. Owing to the high engagement rate, advertising on audio OTT platforms is a unique way to reach out to the audience. Not only banner ads but audio jingles are also popular on audio OTTs. You can check out the advertising rates for Wynk, Saavn, and Gaana.

Minimum Advertising Budget: INR 60,000

Hotstar advertising for event promotion

4. Advertising in Video OTT: There is no data required to back the fact that video OTT platforms have grown to a tremendous size. From Hotstar to Jio Apps, cheap Internet data has helped video OTTs to reach out to every household. Not only the popularity, the advanced targeting options that video OTTs have like genre targeting. Some of the popular video OTT platforms are Hotstar, SonyLiv, Zee5and Voot.

Minimum Advertising Budget: INR 10,000

swiggy advertising for event promotion

5. Advertising in Swiggy: Swiggy, the popular food delivery app also offers advertising options to brands. Their order tracking page where most of the users spend considerable time has ad spaces where brands can place visually appealing ads about their events.

Minimum Advertising Budget: INR 60,000

6. Cab Branding: A type of transit advertising, cab branding is a very attractive and premium advertising medium. With the rise of usage of Ola and Uber, there are thousands of cabs plying on the city streets. Due to high traffic, people spend a significant amount of time on the road hence making cab branding a preferred advertising medium to promote events.

Minimum Advertising Budget: INR 3 Lakh

7. Newspaper Advertising: Newspaper advertising is one of the most popular advertising media for city-level targeting owing to audience reach and authenticity. Events are usually covered in the daily supplements of the newspapers.

Minimum Advertising Budget: INR 1 Lakh

Summarizing the above-mentioned advertising media in one table:

Advertising platforms to promote events

In case you would like to know about the best advertising media in the following states, find the links below:

How to promote events in Delhi_NCR?

How to promote events in Bangalore?

How to promote events in Hyderabad?

How to promote events in Mumbai?

How to promote events in Pune?

How to promote events in Goa?

To know the best advertising platforms to promote your events, write to us at Help@TheMediaAnt.com.

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