In this video, Evan Carmichael answers a newsletter reader’s question about promoting a first‑time fashion show on a tight budget. He outlines three concrete, low‑cost strategies: (1) Be different – identify and communicate a unique, mission‑driven angle for the show that excites people beyond just selling clothes; (2) Get partners – collaborate with non‑competing businesses that share the target audience, offering them exposure (booths, website space) in exchange for promoting the event to their customers; (3) Connect with media – craft story‑focused pitches for both traditional outlets (reporters, TV, radio) and non‑traditional platforms (bloggers, YouTubers, social media influencers), highlighting the show’s uniqueness and participants. He emphasizes that consistent, story‑rich outreach can generate coverage without paid ads, ultimately driving attendance and sales. The video ends with a standard call‑to‑action for viewers.
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How to promote a fashion show. So I got a great question from one of my newsletter readers, love you guys, Aditi, who wrote in to say, hey Evan, my dad has a garment business. We're going to have our very first fashion show this September. I want to make sure it gets some media coverage before and after the fashion show to create the hype to get maximum sales. Can you help? And can you give me some idea on how I can get guys and girls to model in our fashion show without having to pay them? 'cause I want to keep a low-budget show to get the maximum returns. Thank you, Aditi. So it's a great question, and I have 3 pieces of advice for you, Aditi. Number 1 is be different. What is so different about this fashion show, right? You haven't told me. There are a million people launching fashion shows, fashion lines. Everybody wants to be a fashion designer, okay? Everybody launching t-shirt lines and whatever clothing line they want to put out there. There's so many people doing this that it's not news. So what is different about your company? What do you stand for? What are you trying to accomplish with this besides just making money? What impact are you trying to have in the world? You want to share this. Tell me what's different and unique and special about this fashion show. And every time you're talking about it, you're using that to get people excited, right? I should be getting excited— I mean, I'm excited, but I should be getting even more excited By the cause that you're creating behind this. What's so different, unique, and special about your fashion line, right? You haven't told me. You're just saying, "I'm putting on a fashion show, I want it to be great." Well, what's different about it that's going to make it great, right? You have to know what you're standing for here, and that's going to get people excited. So number 1 is be different. Number 2 is get partners. Anytime you're trying to launch something new, the fastest way to market is to partner with people who already have your audience. So think about the ideal people who you want to have coming to your show. I don't know who it is, if it's fashion buyers, if it's young professionals, whoever it is. Say you're targeting young professionals, just for the example. You want to work with other companies who are not direct competitors to you, who also sell to young professionals, and invite them to come and participate. And maybe you give them a booth at the back, maybe you give them space on your website, whatever it is. You want them promoting your event to their customers saying that they're going to be there. And if you get 10 or 20 of these people to all promote it and bring their audience, then it's a fast way to generate lots of people coming to your event. So partner up. And number 3 is connect with the media. The media, they care about a story. You got to understand the media, when you're writing to reporters, you're writing to bloggers, you're writing to social media people. They are constantly looking for content, right? If you're writing to a reporter, they need content daily. And so you're making their job easier by giving them great content, but you have to give them great content. And it comes from your number 1 and your number 2, right? What, what does it show? Why is it different? And who's involved in this program? If you write to a reporter with what you sent me, you're not gonna get any response. I'm putting on this fashion show, I want it to be great. That's not something a reporter cares about, right? Make my life easy as a reporter and tell me what is so special, unique, amazing, awesome about this fashion show and who's involved in it besides you. And now you're creating the story that I can write about. I'd also target the non-traditional media. So it's great to go after reporters, TV, newspapers, all of that stuff, radio shows, and it's easy to find their access, right? You just go to their websites, get their email address, and you can write to them. And when I first started my business, that's what I would do is every week create a new story, not just a press release marketing crap, a real story that I would send out to the list. And every week somebody picked it up and put it in their magazine or had me on TV or had me on their radio show. So this works. That's traditional. I'd also look at non-traditional, the new online media. Look at bloggers, look at people who have popular Twitter bases, YouTube bases. Facebook bases who are in your local area and are selling to the same people you're selling to. Because bloggers need content and want to share something cool, and people who are making YouTube videos like me, you know, you're giving me content to create this video, right? You're giving me a question that I turn into content. As creators, we're all looking for new content to talk about, and your fashion show could be it if you reach out to me and tell me what your purpose is, why your thing is so different, and who's involved in the program. So remember, number 1, be different. Number 2, get partners. And number 3, connect with media. Believe. For those of you watching, like the video. You can support me, please, by clicking on the link in the description. That helps me keep these videos going. Leave a comment, let me know what you think, and click on my face to subscribe to the channel. Thank you so much. I'll see you soon.
