How event series Music and Makan sold out 100% of the time on a $0 marketing budget

Music and Makan is an event series of classical music performances in intimate spaces such as living rooms coupled with inventive food from renowned local establishments.
Beverly Hiong, its founder being a classical musician herself, saw the need to provide a platform for brilliant Singaporean classical musicians to perform chamber music. So in 2017 she got on it and ticketed five sold-out events featuring 20 musicians and reaching over 200 audience members. An impressive feat no less to drive public interest in a niche segment of music, with each ticket priced between $50-$88.
So how did she reach new audiences and better yet, get them to pay?
Here are four growth hacks she implemented:
1. Create a great product that your audience will be excited about
Know who your target audience is and what you’re offering them. Vary your offering yet balance familiarity with novelty. Finally, be incessant about gathering feedback and refining your event!
2. Collaborate
Develop your brand through cross-marketing with your collaborator’s database. Approach your event vendors to partner in promoting each other to your respective audiences.
3. Identify and leverage communities to promote your events
Find communities with a similar demographic to your target audience and reach out to them to help spread the word about your event. With the same demographic, your event is more likely than not to  appeal to their community and it will be of value for them to share about it.
4. Get on the news!
Look out for trends you can ride on or include novelty in your events. For Music and Makan, Beverly collaborated with Labyrinth, a modern-Singaporean fine-dining restaurant that was awarded a one Michelin Star whilst ticket sales were ongoing for the event. That made Music and Makan newsworthy in having one Michelin Star fare served and classical musicians play beyond a performing theatre within an intimate space like the living room of her home or an art gallery.
Have any growth hacks to add to sell out your event on a limited marketing budget? Share them below.
On Peatix, you can also spread the word about your event to thousands of event-goers from as low as $5 per day using Peatix Boost – find out more.

 Beverly was a speaker at Backstage Pass, Peatix’s community event for organisers. Join in on the upcoming 18th edition of Backstage Pass on Design Thinking in Event Planning where you’ll participate in a hands-on interactive workshop led by a user experience consultant. You will learn about design thinking’s five stage approach and how you can use it to craft innovative and engaging events that’ll hit the sweet spot with your audience.

Get limited early-bird tickets at $12 today!


Event Management, Event Marketing, Global, Singapore, Tips. permalink.
Claire Ding

Claire Ding is the Community Manager at ticketing platform Peatix in Singapore. She runs a community event for organisers, Backstage Pass , where organisers connect with others and learn tips on event management. Quite the thrill-seeker, Claire’s gone skydiving, bungee jumping, and enjoys anything that puts her on edge (quite literally), it’s no wonder she’s in the business of events with never a dull moment!