Event Ticket Sales
In the following case study, we will be analysing the ticket sales that we achieved for a Rave-A-Roo event through the power of digital marketing. We will be looking into our client’s goal and we will be elaborating on the strategy behind this campaign as well as the results delivered.
Rave-A-Roo is a day time mash-up of festival fun for the whole family, with events that were previously held at London’s Iconic Ministry of Sound Super Club. It’s the ultimate event for kids, with a line-up of big names, top DJs, live stage performances along with a range of other activities.
Our goal was to generate direct ticket sales for the event held at the Ministry of Sound Club in London on the 16th March 2019. We had two session options, one from 12:30-14:40 and the second from 15:45 to 17:45. The lead time from the beginning of our marketing strategy until the day of the event was 2 months. We set up 6 groups of tickets, including: Super Early Bird, Early Bird, Babies in a Sling, Advance, Group of 6ppl and Carer’s. The super Early Bird tickets were released first on the 14th January 2019. These were priced slightly cheaper than our Advanced tickets so that users who were the first to buy these received a discount.
In order to generate sales, we used a number of different marketing techniques. We ensured a consistent posting activity on social media (Instagram and Facebook), talking about the upcoming event by using images and video footage from previous events to create excitement and build up the momentum, along with posting assets that we designed and created ourselves. We also used paid ad budget in order to boost our content a reach our target audience. We allocated a set budget behind each Instagram and Facebook post, and we created a set of different audiences whom we believed would be the most interested in attending the event and booking tickets.
We also sent out weekly Newsletter’s where we posted about the event with links to the booking sites, along with reaching out to a number of different ‘Mum’ Influencers whom we offered free tickets in exchange to promote the event to their large following.
We collaborated with two main ticket providers – Hoop and Ticketline, who were also promoting the Rave-A-Roo event from their end via bi-weekly newsletters.
The result of our digital marketing efforts and our work on social media paid off, as we ended up selling a total of 1,556 tickets across both sessions, meaning we almost reached our full capacity of 1,600 guests in total. The event was a success as we haven’t only covered the costs but we have also generated profit to the business owners.