Ticket Sales
Objective
Primary:
Client’s goal was to reach 70,000 ticket sales between all media channels. Ticket sales were to be driven at a $25 CPA.
Secondary:
Raise awareness for the client’s event and drive traffic to the event site.
Challenges
Awareness and momentum was lost in 2020 due to the COVID-19 pandemic. Operations were limited by local guidelines, which restricted ticket sale opportunities.
Before the media campaign launched, ticket sales were below average compared to previous years. This sales gap had to be met and exceeded through the assistance of digital media. Channel executions included standard and video display.
The goal presented by the client was to exceed the revenue generated in the best year of ticket sales.
Real-time Research Execution
Real-time Research was implemented as the first step to determine what the creative messaging, location targeting, and timing for launch should be. The research indicated that the campaign should not target feeder markets as respondents in these areas were hesitant to travel in for the event. The campaign instead focused on the local area where travel was not required.
Results
Cost per action was 64% more efficient than the client’s goal. Total revenue generated exceeded the best sales year, resulting in a nearly sold out event.