Impression = Awareness = Engagement = Traffic = Sales
Why are impressions important in event marketing?
Impressions help to build buzz and anticipation for the event by increasing the visibility of the event. This can help to create a sense of excitement and interest among potential attendees, which can ultimately drive ticket sales and attendance. At the end of the day, no one can buy a ticket if they have not seen it, heard about it, or discussed it.
Why is Awareness Important in Event Marketing?
Increasing awareness of an event attracts potential attendees, builds brand awareness, generates excitement and anticipation, and increases engagement, ultimately leading to a larger audience and higher ticket sales. If more people know about it, more people can talk about it, make purchases, and help build momentum.
What is Engagement and why is it Important in Event Marketing?
Engagement refers to the level of interaction and involvement that attendees have with an event online. It shows it mostly in likes, emojis, comments, shares, event RSVP, website visits, email, and text subscriptions, as well as open and click rates.
Builds a community
Helps train customer's algorithms
Help set customer expectations
Drives traffic and sales
Increases impressions, which increases awareness, which drives more engagement.
What does good engagement look like?
Simply, lots of comments and shares. Likes are important, but not as important as shares and comments. Meta places a weighed scale on page engagements. Shares are most impactful, then comments, then emojis, then likes. That is because likes are passive.
Think of it like this, what is the last post you liked yesterday? What is the last thing you shared on your personal page? Which do you remember?
How to create good engagement?
Clients should write copy for their social media posts and advertising that is simple and clear. That means between 40- 80 characters in total. Just say what you want the customer to know. Say it clearly and make sure a 8 year old or an 80 year old can understand it.
Meta also has a few unwritten rules we have found that can cause a drop in engagement. These should, for the most part, never happen on Facebook.
No Links in the posts whatsoever, unless you are boosting it, or it is a paid ad.
No tagging of other pages. That means no bands, no sponsors, etc. Unless contractually obligated to do so.
No hashtags on Facebook. Ever
No posts that are longer than 80 characters.
In order to create great engagement on all social media platforms even clients should follow a simple method.
Farm (plant seeds, water, harvest)
That means asking clear short open-ended questions on social media posts (plant)
When people answer the questions, reward them. (water)
Like their post
Respond to their post with another question
Like and thank all shares that can be seen due to privacy laws.
Drive them to the website or ticketing link (harvest)
Why Outbound Clicks instead of Total Clicks?
Meta / Facebook / Instagram considers “Clicks” to be anything that can be clicked on.
For instance, it could be the profile picture, the video, full-screen experiences, someone else's comment, and more. We need to look at the clicks that actually take people off the platform and to the website. Unless they are on the website or ticketing site they can not buy a ticket anyway.
Why are landing page views important?
By tracking landing page views, clients can determine how many people have visited the landing page after clicking on the ad. Just because someone clicks on an ad it doesn't mean that they let the website load or looked at the tickets. it someone does not actually land on the landing page, we can not include that number in out possible customers in the sales funnel yet.
How do we track Clicks and why is CPC important?
Meta provides a metric called CPC, or Cost Per Click, they also have an option for Cost Per Unique Outbound Click. CPC helps us to measure the effectiveness and efficiency of their ad campaigns, as well as to manage their advertising budget effectively. If an ad has a high CPC that means the content is not targeting the right audience, or the design is not engaging enough. it also helps us keep ad spending is cost-effective.
Why does the total amount of ads running matter? How does it impact sales?
Running too many A/B tests or ad types on Facebook can have a significant impact on your ad spend. It can spread your budget too thin, resulting in lower ad spend per campaign, which can reduce ad effectiveness. This can really hurt a client with a low advertising budget.
Why does good, well-designed, clear graphic content matter?
Good, clear, and well-designed content is crucial in digital advertising because it captures the audience's attention, improves the user experience, and ensure customers know exactly what is happening and when.
In a crowded online environment, it's essential to stand out and make a positive impression.
Effective design elements like color, typography, and imagery can create a cohesive and visually appealing message that encourages the audience to engage with the ad and take action.
How should video content look and run?
All videos should start with movement, bright colors, or something to get people to stop scrolling. Every 3 seconds the scene should change. The videos should be structured by Who, When, Where. Always include a audio recall.
Why does proper ad targeting matter?
Proper ad targeting on Facebook is critical for achieving a better return on investment and improving ad performance. A high ad relevance score can lead to lower ad costs, higher ad placement, and better ad performance. Ad relevance score is based on the metrics of engagement, clicks, views, click through rate, purchases, etc. If you are targeting the right people with the right content people will engage with the ad. The more overall engagement the higher the relevance and higher the ticket sales.
Ad targeting types.
By targeting the right audience using Facebook's options such as demographic and location you can reduce ad spend waste and improve your ad relevance score.
Also focus on targeting website visits, previous event RSVP, email lists, pixel lists, shared and custom audiences. Always include interests, behaviors targeting, and lifestyle.
Why are clear Calls to Action (CTA) important?
Never make customers wonder what you are asking them to do. Never make them click “see more” in order to know what you are asking them to do. Keep it so easy that an 8 year old or an 80 year old will know what you want.
Why is simple short Copy important? An Ad example of copy.
Keep any copy between 40-80 characters total. Make sure the ads are very easy to read and understand. The copy should be a part of the total ad visual.
🚨 Kane Brown Live!
☀️ This Summer in Nashville
🎟️ Buy Tickets NOW!
Meta also has a few unwritten rules we have found that can cause a drop in engagement. These should, for the most part, never happen on Facebook.
No Links in the posts whatsoever, unless you are boosting it, or it is a paid ad.
No tagging of other pages. That means no bands, no sponsors, etc. Unless contractually obligated to do so.
No hashtags on Facebook. Ever
No posts that are longer than 80 characters.
What should the total advertising budget be?
We encourage if it is a 1st year event 20% of the talent budget. If it is a year 2 or after a minimum of 10% of the talent budget.
What is cost per acquisition CPA? or Cost Per Ticket Sold? Why Does it matter?
Cost per acquisition (CPA) or cost per ticket sold is a metric used to measure the cost of acquiring a customer or selling a ticket. It is calculated by dividing the total cost of the ad campaign by the number of customers acquired or tickets sold.
Example: Goal Ticket Sales Divided by The Total Ad Budget
17,000 tickets sold ÷ $5,000 Ad Budget = would require a $3.40 cost per ticket sold (average in the industry is $17 or more. GEM has an average of $6 CPA
The average CPA on social media can vary widely depending on several factors, such as targeting, copy, creative, call to action, audience, and ad type. We see agencys in live event marketing with averages north of $10 and some up to $20 or more that are not clear on the best practices of how to sell event tickets.
Why is Contesting important and helpful for advertising?
We have found that when you run a contest, especially when pertaining to On-Sale organic social media posting with a simple, clean, and clear call to action the engagement you create dramatically increases the quality of add, lowers your cost per click, drives engagement, and provided the event the opportunity to farm properly. That is to respond to comments and drive people to the site.
Contesting copy on “On Sale” posts should match the following.
Tag 2 Friends + Share To Win a VIP
Tunes on the Terrace Package
https://www.axs.com/.../2023-cheyenne-frontier-days…
Notes: You can use a link on organic post that will be boosted. It’s a pay to play.
If you want to learn more or have questions about how you can implement these techniques into you festival, fair, or rodeo to sell more event tickets contact us today for a free 30 minute consultation.