Simply, everything you do in the name of your band is marketing. When you post a sign for an upcoming concert, call a venue, wear a shirt, say you have a band, and even when you release music. It’s all marketing.
This world has gotten to the point where we believe marketing is a separate entity from the actual product, but this is far from true. Everything is marketing. And it’s not limited to your website, album artwork, or even your t-shirts. Every action you do under the name of your band is a chance to set the standard for what people can expect of you.
When you call that venue to book a show, make sure you’re polite, thank them for their time. When you play a show, find the manager of the club and thank them for letting you play there. When you post a flyer, try not to post it over an existing flyer. When you do things, think of how you would react/feel if a major company treated you the way you were about to treat someone else. Would you be angry, upset, delighted, or would you have some other emotion?
Your job when representing your band is to give everyone the best experience you can give. First impressions mean a lot. If you play a venue for the first time and you walk around with a rock star attitude, chances are they won’t have you back. There are other bands who might be more grateful and pleasant to work with. Ticking off another band means you have one less band to work with later on, and this can be devastating since you guys are all in the same area.
This isn’t about just being on your best behavior, but understanding that every poster, song, conversation, concert, appearance, fan interaction, meet and greet, and so on is marketing. It’s not just the posters, website, or press kit, it’s everything that bears your band’s name; including you.