When it comes to promoting a business on a micro to zero budget, which many of us have to or find simpler depending on their targets. We need to stop thinking in terms of creating a buzz and effective use of images and other aspects of social structure.
Taking into consideration as a makeup artist, I am asked to do events which are particularly problematic when it comes to advertising and often support.
What I do is TALK to the client and set up a strategic plan that will benefit us both, this often is done on a zero budget and requires a little effort on my part and theirs. The first thing that needs to be agreed is a contract and written terms for advertising my involvement in the event and of course a business overview for the company/event so that I can approach companies for sponsorship either for my segment as an individual or for the shows entire makeup department.
Fashion events can be a huge potential avenue for support and marketing that can be lucrative (see MAC covering a variety of events and projects).
Treating each event as a potential marketing avenue for a brand I have to then sit down and create the look, talk to the brand and show a comprehensive plan of action to promote the company that will be beneficial and drive traffic to their sites and generates sales.
Asking for brand support is a huge undertaking and requires a lot more than just a few selfies and flyer.
Making effective use of free social media platforms can be a huge part of this and has to be taken into account with the effective use of hashtags and search terms, a minimal investment of time can make the difference between a successful event and a failure.
Creating a buzz for free is entirely possible and can be done with a carefully constructed plan, the method of "if we make it they shall come," does not work in the long term.