Event marketing can be the difference between a sell-out show and a flop. And when creating your event marketing strategy, the one, most important thing to keep in mind is to know your audience.
Customizing your marketing strategy to reflect your target audience yields higher ticket sales.
Your copy, content, imagery, tactics, and your posting times all need to align with one goal in mind: To convince your audience to buy tickets for your event.
The target audience: Research
At AntiSocial Solutions, when we take on a client who needs event marketing, one of the first things we ask is who is their target audience? Who will be attending this event? Who is already buying tickets and who needs convincing?
Once you know who these people are, you’ll be able to market to them in a much more effective manner.
your audience, and target that audience.
For an event like the Deighton Cup’s 10th Anniversary in Vancouver, we worked with the events’ producers to create a profile rounding out the demographic specifics of their target audience.
Using this and other relevant information obtained during our onboarding process, we were able to narrow down our target audience into ‘sub-segments’ for our marketing strategy.
Project Manager Taylor Lowe states,
We used previous data and their current account data to decide sub-segments.
The sub-segments were used to further specify our strategy into a targeted ad and social strategy.
Plus, we aligned those sub-segments with everything you could do at the event. The cigar lounge, for example, is a male-dominant activity, so all of the content, imagery, and video from that event went into male-only targeted content.
Focus on paid advertising
After identifying and segmenting Deighton’s audience, we created ads. By focusing the copy and content on a particular sub-segment (e.g. copy accompanying the cigar lounge mentioned above would have a masculine voice) we were able to target that sub-segment and only that sub-segment.
Casting too wide a net and trying to appeal to the masses with advertising will cost you money.
Next, we conducted A/B testing for the ads. Through this, we were able to see which of our strategies were strongest. We ran with those ads, also testing which platforms got the most traction with our demographic.
Our paid advertising strategy included Google Adwords, Facebook and Instagram. And after testing, we discovered the best placement for Deighton’s ads were YouTube Pre-roll, Instagram Story advertisements, Facebook ads, Google Display, Google Display Network, and Google Search.
Matt Ciniello, Advertisement Placement Strategist,
Our event marketing approach is efficient because we track micro-conversions/indicators of interest when segmenting our remarketing audiences. By identifying the groups of users who have shown curiosity, we ensure our event stays top of mind, for the right people at the right time. Another important consideration is to avoid being annoying by keeping a close watch on ad frequency. Data informs the ideal ad frequency and can have a significant impact on conversion rates.
Ensure cohesion between your social media marketing strategy and your ad campaign.
As we all know, social media continues to rise as the place to build and promote brand identity, advertise, and interact with an audience. When you’re creating an ad campaign and considering how your social media will support your campaign don’t fall short by simply reposting your ads.
Your social media is a place to interact with your following. Ask them questions and use them as a live-feedback tool.
We used Deighton’s social following to
increase engagement with the event by hosting competitions. This not only
increased ticket sales and exposure but led to a bump in their following. By
cross-promoting with Deighton’s sponsors and utilizing influencer marketing, we
boosted traffic across platforms.
We used their social platforms to hype the
events promoting Deighton and the Deighton Cup itself through live event
Pay close attention to your
copywriting for both paid ads and social media.
When writing copy customized to your target audience, don’t rely on canned calls-to-action. Specify them with word choice and sentence structure according to what and how your audience will engage with. And be genuine. Your audience can sense insincerity or a forced voice.
Remember the Kendall Kardashian Pepsi commercial debacle? Pepsi jumped on racial tensions surrounding the Black Lives Matter movement in America to try to sell their product, using Kendall Kardashian as a spokesperson for the ad.
The results were disastrous, the audience saw through the transparent and insensitive attempt to sell pop immediately. Pepsi suffered immediate public backlash and ended up pulling the ad.
takeaway? Be authentic.
Aside from writing your copy so it resonates with your audience and stays true to your brand voice, you can also employ event marketing tactics like the urgency technique.
We used the urgency tactic throughout this campaign, updating the percentage amount of tickets sold-out in ads and social copy alike.