Launch tickets to existing customer base. This helps with cash flow before the main ad buying starts and begins spreading hype over your event.

This campaign runs for the period of time leading up to tickets going on sale. This creates hype, urgency, and scarcity before tickets to the event are on sale. The percentage of advertising dollars spent here is incredibly important. If done properly it is actually cheaper to acquire a customer at this stage than once tickets are on sale.

This is the time period where we put tickets on sale to the general public. We do this launch with the list that was built during the Pre On Sale. By controlling this to only new sign ups we are able to ensure that the ROI on launch day is directly coorelated to our ad spend and not existing customers.

This campaign runs for a period of time following tickets going on sale. This campaign is a time often missed by most events. The launch period is only going to reflect proactive buyers. There is still a very large percentage of the audience that is interested in attending your event but aren’t proactive. These people can only be persuaded so much to buy in advance.

Starting several weeks before the event we are going to start one of our final campaigns. This period of time it is extremely important that our targeting and offer is correct. We don’t want to go back to the well and be targeting people who have already purchased telling them that tickets are available. This doesn’t affect sales on the current event but it will drastically impact Day 1 launch sales on follow up events.

This campaign will continue in the same format as the previous week’s campaign, however, the creative will change. The goal of this campaign is to stay at the highest frequency to those potential customers who have not purchased yet. The creative will change to speak to the psychology of this last minute buyer. Applying pressure to buy because it is going to sell out is not going to tip the scales at this point.

The day before the event we will do campaigns targeting those customers who have and have not purchased. We let everyone who has bought tickets or who still plans to create last-minute social proof around the event. The most important part of this stage is technical targeting, channels, and ad optimization.

This campaign runs across all channels and is broken down into several smaller campaigns. For those who have purchased tickets we are going to target them with a last minute special offer to upgrade their ticket to a premium ticket or special experience. This messaging extends to on-site messaging. Reminding all basic ticket purchasers of upgrade options as they approach the venue. For those who have not yet purchased tickets or haven’t purchased in the past, we are going to target them with a special last minute offer. This offer will be one that hasn’t been offered so far. Additionally, we are going to address the main pain points that have been identified for the customers so far.

After the event, we are going to run a follow-up campaign targeting customers and the core demo of new potential customers. We are going to use the customers that attended the event to provide social proof that the event was worth attending. At this time we will also provide an opportunity for those that didn’t attend to sign up for Early Access or Presale ticket or at the least pixel them by driving them to the website.