TOUR MARKETING
THE BUILDING BLOCKS
Not every band has ad budget, and not every band wants (or needs) someone else running their socials.
I offer three independent building blocks. Pick what your tour needs and skip the rest.
START HERE – TWO QUESTIONS
1. Do you want to create and post content yourselves, or should that be handled for you?
2. Do you have budget for paid advertising, on top of organic posts?
A – TOUR KIT
For bands who want a clear plan
A 45-minute strategy call to map out priorities for your tour.
A written audit of your online profiles making sure everything points to your tour dates.
A content calendar built around your tour, with ready-to-use templates and example posts.
Follow-up questions for 7 days after handoff.
€300 for any number of cities
B – ADS ONLY
For bands with ad budget
Social media advertising, set up and managed for your show in each city.
Ads are geo-targeted so they
only reach people in that city, with monitoring in the days before the show.
This is built for visibility, not a
ticket-sales guarantee. Ticket platforms don’t give us the tracking needed to prove ads directly sell tickets, so we don’t sell that promise.
What we reliably deliver: more people seeing and hearing about your show.
Works the same whether you’re headlining or supporting.
€350 setup + €175 per city
Ad creative and ad spend not included here – see the options and recommendations below.
C – ADS + CONTENT
Block B, plus content made for you
Combine Block B with one of the content options below.
CONTENT OPTIONS
Add to Block B if you want ad creative made for you.
1 – You provide content
We send you exact specs (sizes, formats). One round of
feedback on your assets included.
€0
+€50 per extra feedback round
2 – Tour Asset Package
One reusable poster design, delivered in 3 formats (square,
portrait, story), 3 carousels, and 3 Reels.
€600
3 – Full City-by-City
Everything in Option 2, plus for every city: one short reel featuring the band (you provide the raw footage) and one
city-specific graphic, including a low-ticket-alert graphic if needed.
€600 + €100 per city
EXAMPLE
A 10-day tour could look like this:
Block B (Ads only), no Content Option
€2100
Block B (Ads) + Content Option 2 (Package)
€2700
Block B (Ads) + Content Option 3 (City Content)
€3700
All prices above are our fee. Ad spend (see below) is separate.
ABOUT AD SPEND
Ad spend is separate from our fee and goes directly to the advertising platform, not to us.
Here’s the thing about how these ads work: if you spread a small budget too thin over too many days, each day gets too little money to show the ad to enough people, so it barely has any effect at all.
It works much better to concentrate the budget into shorter, focused windows about a week at a time rather than running it non-stop at a trickle for weeks.
Rather than guessing at this, tell us what you’d like to spend per city (or for the whole tour), and we’ll map out when those focused advertising windows should happen between now and the show, for example, one around the announcement, maybe one halfway through, and one right before the show.
For very large, already well-established productions, this approach isn’t the right fit. We’ll tell you honestly if that’s the case rather than sell you something that won’t move the needle.
Interested?
Tell us about your tour: dates, cities, and what you’re working with. We’ll put together a plan that fits.
SARAH WOHLFAHRT
hello@sarahwohlfahrt.com