Since I have my own marketing business, I use as many of my resources to promote my band and shows. However, here are a few of the dumbest things I ever heard recently from club owners or managers.
We were booked at a very large 500 - 600 seat venue that is out in the middle of nowhere. So, the best thing for the owner to do was to advertise in the two closest cities, each one was about a 20 - 30 minute drive away and people would not just drive there to see if there was a band, DJ, etc. We got to the place and I asked the owner why he did not at least get the cheapest ads in the local newspaper entertainment sections and his answer was that he did not want to spend $20 to $35 for an ad and the only thing he did was he put our name on the sign along the road in front of the bar. My anwser was that is only good is somebody is already out that way driving in front of his bar. It never sank in with him and he went out of business within six months afterward.
Another one happened twice in my hometown in which we are very well known but people don't magically appear at a club if they don't see an ad. Both places did not advertise on their own at all (we did). When I asked both guys why they did not advertise, they said that putting our name on a flyer INSIDE THE BAR was enough advertisement. My reply was that is only good if somebody is ALREADY IN THE CLUB to see it in the first place. They did not get it.