Founded in 2007, a Live Concerts Promotion Company in California reached out to us
five years back with one goal in mind. They wanted to hit all the right notes with
Facebook ads to reach out to new audiences and generate ticket sales for its shows.
Hosting a number of annual concerts, seasonal music festivals, EDM (Electronic Dance
Music) band collaborations, and solo event nights for local artists and EDM bands -our
client had a good repute in the market.
In 2016, serving an annual audience of 40,000 and hosting nearly 20 shows a week, our
client felt the need to scale up their operations while efficiently managing the events.
Using the power of Facebook Events
To help ramp up its event marketing, our client started using Facebook Ads in 2017.
Since then, the social media site has become their sole promotional weapon. As their
team phased out Facebook marketing to announce upcoming events, it helped cut
down time-consuming activities like banner designing, printing, and distribution, sparing
them an average of 10 hours a week.
“Zarar and his team were incredibly easy to work throughout the campaign. Every single
area of improvement I have brought to them, they have addressed beyond my
expectations. Highly recommended!” –says our client while sharing his experience of
working with our team.
Keep reading as we unfold the complete story of our client and outline the steps that
helped them achieve a massive outcome.
The Strategy
- Our client had an existing presence on Facebook and wanted to scale up quickly
with a limited budget for ads experimentation. - Our client and his team wanted to maximize ticket sales for every upcoming
show they would host in the year ending 2017. With an estimate of 3-4 additional
ticket sales per week. - They wanted to use Facebook ads to timely reach out to the right audiences for
different events they would organize and collect high converting leads with the
desired conversion rate of 70%. - We had to design and share content that would effectively highlight the energy of
the live concerts and upcoming events our client had lined up. - To begin addressing the challenges, we audited our client’s account. We
discovered that we needed to work things out using a two-phased campaign;
1. Promote the upcoming concerts and reach out to new audiences with video ads,
2. Collect high-converting leads to maximize ticket sales. - We used videos ads to create the buzz online. We used short clips and exclusive
footage from previous events, as well as the event details, location, and
confirmed artists to showcase the level of energy our upcoming concerts were
packed with. - We decided to use our video ads to generate maximum awareness and optimize
the paid campaigns for video views. - Our Facebook Ads Quality Assurance Team ensured that we only used powerful
creatives that would allow our target audiences to understand and align with our
client company’s event lifestyle before the tickets were made available for
purchase. - Once the tickets were available online for sale, we retargeted those video
viewers to collect high-converting leads. This had a major impact on the quality of
the results we collected. - We used geographic and interest-based targeting filters to create high-quality
audience groups on Facebook that mostly reached people aged between 18-44
years living in and surrounding areas of California.
Our Facebook Ads Specialists also created custom audiences using the data of
past buyers as well as website visitors and video viewers to boost the conversion
rate.
The Results
- Our highly targeted campaigns proved to be a great success. We reached out to
nearly 3 million people driving a 30X ROAS with the help of our 5 winning ad
sets. - Our TOF and retargeting ad campaigns hit the desired 70% conversion rate for
our client. - Outsourcing Facebook Ads to CANZ helped our client save an average of 10
hours per week. - Almost 35% of the ticket sales made in 2017 were through Facebook Ads.
- Running an events management company? Interested in learning how we can help you
fuel some real business growth using the power of Facebook ads? Drop us a line at
insert email/contact form link and we’ll get in touch.
Client Intro:
A Crypto Event Digital Marketing Case Study.
The Challenges
- This client had no prior experience of organizing events and didn’t have enough
information for us to use in our marketing campaigns - Facebook & Google had banned Crypto advertising right after onboarding this
client making it a challenge to still run the ads and get the results - The major speakers for the conference were not confirmed and we couldn’t use
their names in the marketing campaigns - The client wasn’t accepting Crypto payments to buy a ticket for a crypto
conference
The Strategy
- One positive was the ‘Crypto Craze’ which had everyone scrambling to find more
information about cryptocurrency and blockchain. - We exploited this craze and focused on giving away valuable information via
Facebook traffic campaigns at the top of the funnel, still generating leads on
these traffic campaigns. - At the middle of the funnel, we had people signup for the newsletter to get the
exclusive, insider information. The CPL was less than $3. - At the bottom of the funnel, we would use Facebook event ads as well as
conversion ads to push people to buy tickets and come to the conference for
even more exclusive information. - We also partnered up with the industry’s big names to push out our content. We
ran a huge affiliate marketing campaign to gain maximum visibility and it also
helped sell more VIP, high value, exclusive tickets. Our affiliate network consisted
of more than 100 of the top crypto and blockchain sites
The Results
- Against all the odds we were able to sell out the conference 42 days before the
actual date using email marketing and retargeting via display ads, YouTube, and
Facebook. We sold close to 850 tickets. - The conference was successfully held in Dallas, Texas during the month of
February 2018. - As a Marketing Partner, our goal was to get as many butts into seats as possible.
With Facebook ads alone, we generated 19,000 leads. - Because of the overwhelming response we received, the organizers arranged
another venue and expanded the conference to 1,500+ attendees from the initial
800.
