From July to October 2013 I worked with Poeticat, an experimental, progressive rock band based in London on their marketing strategy for an Arts Council funded tour.

The aims of the project were to:

  • Increase profile of Poeticat.
  • Increase gig attendance.
  • Increase social media engagement.
  • Encourage further bookings from promoters/venue management.
  • Explore use of merchandise and incentives.

Poeticat sweets

Committed and genuinely excited from the outset, Annabel was quick to come up with multiple creative ideas. She fully submerged herself in our product, in our case, coming to witness our work first hand. She proposed lots of good ideas, refining them each time with our feedback and collaboration. She designed an ambitious marketing strategy combining a variety of different physical and digital tools allowing us to invite specific reviewers and industry contracts in a bespoke way, target new audiences and make our current audience feel rewarded. – Catherine Martindale, Poeticat.

Getting noticed in the saturated London music scene is difficult. On a small budget, I knew flyers would not be seen. Playing on the fact they hand out sweets during their gigs, I thought personalised rock would be the best, quirky item to add as an incentive to go to the gigs. The band handed out sweets in the run up to their gigs.


Bicycles were been chained up in secret locations across London to promote Poeticat’s tour. A poster on the crossbar highlighted the tour dates. People were encouraged to share images of the bikes in order to win gig tickets.

The bikes provided:

  • Free advertising of the tour on the street near to venues.
  • An online buzz, with people sharing images of the bikes to their followers. This aims to translate into increased attendance at gigs and more interaction with fans online.