Perhaps you’ve figured out how to promote your band online but struggle with how to promote your band offline in ways that don’t cost you more money than you can afford.

There’s no getting around spending some money. After all, a band is a business. But you don’t have to spend thousands, or even hundreds of dollars to get started.  Here are tried and true tactics that lead to success.

Postcards and clear labels – Ask a friend who can take a decent photo to take a picture of the band. Pick your best photo and have postcards made. Watch VistaPrint.com and PSPrint.com. They often have sales on postcards for $29 for 500 postcards.  And the regular rate is about $50 for 500 postcards.

Go to an office supply store and buy 2” x 4” clear mailing labels.  Type your band name, your web address and your upcoming gigs on the labels and stick them to the back of some of the postcards. You decide how many will really get handed out.  A band of four people should be able to distribute at least 100 of them (25 per member.)  This saves you from creating custom postcards for each gig (very expensive) and looks more professional than printing flyers on colored paper.

Matchbooks – This is my favorite, least expensive promotional tool.  Put your logo and your web address on matchbooks and put them in every club bathroom in your town.  If there are smoking areas at clubs where you live, leave some matches there too.  Always have some on you. When you see someone smoking who looks like your target market, offer them a book of matches.  My favorite supplier for these is Rock Star Promos.

Logos in the sand  - This only works for bands who live or work by the ocean. You can buy flip flops with your logo on them. Buy a pair for each band member and all of you go down to the beach wearing the sandals and walk around.  You’ll leave your logo all over the beach.  A great place to concentrate is around beach volleyball courts and bars. 

Sidewalk Chalk – Create a stencil with your band name or logo and hit the streets with sidewalk chalk and your stencil when no one is around.  Chalk won’t harm the sidewalk and it’s a unique way to get your name out there.  The downside is it takes a long time and you run the risk of being chased off by a property owner.

Press Releases – Develop a database of all your local press and send them press releases about your band. New band member. Secured a gig. Recorded a new song. Opening for a well-known act. All of these are reasons to send a press release but don’t forget to send a press release AFTER a gig as well; especially if you fill the house. Don’t limit yourself to  major newspapers and magazines. Those are the least likely to run your press release. Find the neighborhood papers and college newspapers where you’re more likely to get your press release picked up.  If you don’t know how to write a press release, don’t worry.  Google “how to write a press release” and you’ll find plenty of direction online.

Sign Autographs at a Store -  Retailers are always looking for ways to bring customers into their store. Find a retailer with a similar target audience to yours and approach them with an offer to give away your CD and have the band at the store for an autograph signing. You get exposure to new fans and they give their customers a reason to come to the store that day.  

A twist on this idea is to simply give the store a supply of your CDs to put in every bag they use with purchases.

BONUS TIP:  The obvious one – Hand Out Free CDs – I know, you paid a lot of money to make them and your plan was to sell them. But if no one knows who you are yet, you need to build a core group of fans. With enough planning you can include a discount coupon to come see you at – name the venue, date and time of an upcoming gig.  Also when you hand them out, encourage people to burn a copy and give it to a friend. Maybe you even want to print “OK to copy and share” or “Please copy and share” on your CD packaging to get your music heard.  

If you have a full length CD, you might consider a four-song EP to give away for free. That way you can still sell your full length CD online or at your gigs.

As a band you need three things to be successful; talent, marketing and luck. You can’t control luck, but you can control marketing and talent. Do you want a 33% chance of success or a 66% chance of success?