the circle of life: event life cycle marketing + …
TRANSCRIPT
THE CIRCLE OF LIFE:EVENT LIFE CYCLE MARKETING +
WORKSHOPALEXA COLASURDO. KATIE MULLINS.
EVOLUTION OF TICKETING
$125
$100
$75
$50
$25
2017 2018 2019 2020 2021 2022 2023
in b
illio
ns U
SD
Source: Statista - Worldwide Ticketing Forecasts
LOWERRISK
ADVANCECASH
LINE MANAGEMENT
ONLINE TICKETING
DATA
EVOLUTION OF MARKETING
more than
50% of smartphone users grab their phone immediately after waking up.
smartphone conversion rates are up
64% compared to desktop conversion rates.
EMAIL ADDRESS
PHONE NUMBER
ZIP CODES
REFERRAL SOURCES
PURCHASE HISTORY
PIXEL DATA
BLASTS
CONTESTS
DIGITAL
ADS
SOCIAL
MEDIA
THE EVENT LIFE CYCLE
ANNOUNCE
PRESALE
ONSALE
MAINTENANCE
CLOSE
ANNOUNCE
CREATEHYPE
GATHERDATA
SENDINFO
PRESALE
BUILDFOMO
ADV.SALES
CREATECULTURE
ONSALE
SELLSELLSELL
INCREASESPEND
RETARGET
MAINTENANCE
CAPTUREDATA
STAYACTIVE
DON’TWASTEDOLLARS
CLOSE
RETARGET INCREASESPEND
SELLSELLSELL
TAKEAWAYS
12
3
DIGITAL ADVERTISING
TIME-SENSITIVEDIGITAL
SALES CYCLE POWERED DIGITAL
15 MINUTE BREAK
WORKSHOP
ROCKHOUSE MUSIC FESTIVAL
ROCKHOUSE STATEFAIR
ROCKHOUSE BEERFESTIVAL
ROCKHOUSE: THE BROADWAY MUSICAL
SAMPLE EVENT BRIEFING: ROCKHOUSE AIR SHOWMarketing Budget: $20,000Event Date: October 12, 2019Location: Raleigh, NCMarketing Comps: 8 VIP Passes (includes lunch, premium seating & merch)
Important Dates:● Event Announce: Monday, February 18 at 10am● Renewal Period: Thursday, February 21 - Thursday, February 28● Early Bird Public Onsale: Friday, March 1 - Friday, June 7● Performer Announcement: Monday, July 1
MARKETING PLANDefine
different event life
cycle periods (with dates)
Choose goal for each period (i.e. build awareness)
Split budget between periods
Identify target audience for each period
Determine content
type(s) for each period
Select platforms to utilize during each period
MARKETING PLAN: ROCKHOUSE AIR SHOW
ANNOUNCE: February 18 - February 21Goal: AwarenessBudget: $2,500Platforms: Email, Facebook Ads, Google Ads, ContestTarget Audience: Previous patrons, email database, website visitors, cold audience (demo + interest)Content Type: Hype video from 2018 event
RENEWAL: February 21 - February 28EARLY BIRD ONSALE: March 1 - June 7GENERAL ONSALE: June 7 - July 1PERFORMER ANNOUNCEMENT: July 1 - July 12MAINTENANCE: July 13 - September 20CLOSING: September 21 - October 12
WORKSHOP
