Traditional Event Promotion Lifecycle - Brought Online
Whether you’re gearing up for a virtual show or planning for a 2021 IRL show, the event promotion lifecycle is pretty similar. One of the main differences now (unless you’re doing a geo-fenced virtual tour) is that capacity for a virtual event is no longer an issue. Many of the same strategies still apply from pre-sale to maintenance period and post-event. See below for a breakout of the virtual event lifecycle.
Without research and planning, finding an audience to sell something to will certainly be a challenge. Gathering past customer lists, building custom audiences through pixels, and finding interests through researching similar events/artists/interests/etc. is important in order to start segmenting your target audience and learn who’s actually converting through A/B testing.
It's important to target and engage super-fans and likely buyers in the pre-sale phase. Giving these consumers early-access and special deals in order to secure their tickets will give consumers a sense of appreciation and ultimately help generate buzz for the on-sale. You have to consider the lifetime value (LTV) of these consumers as they'll most likely purchase your tickets more than once.
The announcement of an event/tour/show/festival is a big part of creating hype and momentum for the show. If done right, you will see your biggest spike in terms of ticket sales when tickets become available. All pieces need to be in place to have an effective pre-sale and on-sale which is why the announcement is VERY important.
Up until this point the focus has been very much on preparation and getting set to launch for the public on sale. A fair amount of data has been accumulated from the announcement and pre-sale campaigns and it’s time to utilize that data to efficiently notify your audience that tickets are now available. During this phase, you’ll usually see your second biggest spike in sales (behind people waiting until the last call) and get a good idea of how your sales should trend through the rest of the campaign.
The maintenance period is by far the longest phase of the campaign. It’s the long gap in between the on-sale and last call where the sales trend start slowing and the amount of ticket sales per day drop to a consistent amount. It’s during this phase when campaigns have to be optimized so that cost per purchases stay in a comfortable range. By this point in the campaign’s promotion, a good amount of data has been collected and leveraging that data to find new audiences is critical. The ultimate goal is to keep ticket purchasers engaged and reach new buyers at the same time.
The last phase of the sales lifecycle is where the last big push for sales happen. A substantial portion of the marketing budget is needed in order to capitalize on all the data that has been collected and target consumers with sense-of-urgency campaigns. The last call phase is where you should be able to predict if your sales goals have fell short, been met, or exceeded expectations.
Congratulations on the success of your event! Now it’s time to gather all data that has been collected during the campaign and store it in your CRM or download it on to the cloud so that next time you’re putting on a similar or the same event, there’s an ultra-reliable and targeted database of consumers that can be targeted for future campaigns.
Turnkey virtual event solutions giving everyone a front row seat. Continue to do what you've always done and we'll make sure it works online. Targeted, omni-channel approach drives traffic to pixeled landing pages. Social unlocks and other digital tactics motivates users to enrich their data profiles and strengthen our retargeting and lookalike campaigns.