:elliot: Elliot Matthews - Technology director at Crowdsauce
🎧 Listen to the audio of this playbook
Tease your event concept by running sales ads with the complete registration objective to a landing page with minimal information.
Target the fans of the headliner, lookalikes of their fans and a selection of different interest based groups. Focus on 40km of the city.
Announce full event details and run the same set of sales ads with complete registration. Add in additional targeting for nearby cities and rest of the country. Remember about 5-10% of your attendees will travel.
Maximise awareness by running a combination of reach and sales ads. This time with the purchase objective to your ticket page.
Targeting the customer list of those who registered, your pixel traffic and 75% video views.
Use the same audience setup as your announcement campaign and run traffic ads to the ticketing page. Run small budget awareness ads to the headliners fans so you reach every last one and setup a retargeting sales purchase campaign, the same as your presale, targeting the registrants, pixel data and video views.
Turn off the worst performing ad sets in your traffic campaign. Reduce all targeting radius to between 10-20km of your venue and increase the budget of your purchase campaign.
And if you do all of that, your ticket sales should be pretty good!
Remember to use at least 4 different types of creative - artwork, promo video, ugc style videos