Almost every event venue regularly publishes its events on Facebook. But not everyone believes it can be one of the main ticket sales drivers. You have to manage your Facebook events constantly and systematically. By doing so, you can easily profit with minimal time and get the most sales from Facebook. We want to share our practice using the example of cooperation between Tendee and Moscow University Botanic Garden (the ‘Apothecary Garden’).
The aim of a concert tour for any musical band is increasing recognition of their music. The main indicator of efficient concert promotion is the number of tickets sold. To achieve high sales, you should start as early as possible. But if you have limited time, and there’s only a week and a half until the first concert, as it was with the band I Am Waiting for You Last Summer, you have to start immediately.
About the band
I Am Waiting For You Last Summer is a Russian band. They formed in Ryazan in 2011 and became known abroad really fast: the band has performed more than 150 live shows from Barcelona to Hong Kong. I Am Waiting for You Last Summer mixes guitar post-rock and modern electronic ambient music. These days, the guys have thousands of listeners all over the world.
During our work, we’ve noticed that many companies have plenty of events on their websites, but they don’t promote the events on Facebook and other social networks. Our question is: what’s the reason? It’s obvious — lack of time. It takes hours and days of work to create many events, but the Spanish company Atrápalo chose another way. We’ll describe it a bit later. How many people are required to create 600 events for Atrápalo in a short period? Just one! If you do it via Tendee.
About the project
Atr Atrápalo is an international company that sells plane and train tickets, hotel bookings, excursions and, what’s most interesting for us — events tickets. Most events are recurring, they can be held several times a month, week, or even every day. It would be very hard for the company to create and promote so many events because it requires a lot of time, and even hiring new employees.
Business conference organizers have doubts about opting for Facebook promotion. They wonder whether this channel can provide an audience who are ready to purchase $1000 tickets. Organizers usually go for classic channels: PPC and SEO. However, Facebook has an audience interested in conferences, but it requires the proper approach and message. This has been proved by our experience with Growth Marketing Conf. This article explains how we reduced the conversion cost for the event by 5 times.
About the project
Growth Marketing Conf is a marketing conference held annually in San Francisco with speakers representing world-leading companies.
Tickets cost around $1311, and the average number of attendees is 2000 people. In 2019, the organizers decided to entrust Facebook promotion to the Tendee team.
Flash Sales work well for festivals and conferences and can dramatically increase sales across all channels, but only provided the method is used the right way. This article explains how to increase sales by 200-300% with a Flash Sale when the event is coming.
Everyone strives to get good results out of Facebook ad campaigns and to get good ticket sales for their events.
However, things can go wrong sometimes. Ads are running, people follow your Facebook events, click banners, visit the landing page, open the ticketing widget, add tickets to cart, but sales are still not going well and you have no idea what to check and how to fix it.
Keep your head up! We have prepared a step-by-step guide to rescue your sales. We’ll explain what aspects of promotion are most indicative to eliminate a standstill.
Step 1. Tracking the buyer’s route
The first thing you need is to map the whole route of your customers from seeing your ads to the actual purchase. The best way to present it graphically is a sales funnel. We need to single out the major interaction stages between the customer and the event.
But when sales are at a standstill, the funnel is likely to have narrowings and might look like this:
Literally all our customers see that Facebook figures on ads performance show a really nice ROI (Return On Investment), while Google Analytics, which is often used for comparison between advertising channels, leaves no reason for such optimism.
Here’s a live example from one of our customers that shows the inconsistency between Facebook and Google Analytics figures. According to Google Analytics, only 7.63% (342) of all 4400 purchases come from ads on Facebook.
Facebook conversion figures show as many as 784 conversions for the same period, which would make as much as 17% of all sales, in case properly attributed.
Why does this happen? Should you blame incorrect settings of your analytical tools or believe that Facebook figures are wrong? Neither of the above! Google and Facebook simply use different attribution mechanics: one focusing on actions like clicks, and the other focusing on the person performing the action. Let’s try to find out what is the best way to estimate the effectiveness of Facebook ads and to manage advertising budget.
How we doubled promotion results for Loginom Day 2019 conference with the right choice of creatives.
It is essential to test audiences, banners and messages for any promotion. It is a continuous process that always pays off. This article explains how to select the best ad creative for conference promotion.
We will look into testing and choosing the best banner message. However, this does not mean you can do without optimizing your conference landing page and searching for the best target audience, etc.
Our goal was to find banners for Loginom Day 2019 conference that would get more user clicks (have a better CTR – clicks-to-impressions ratio).
We prepared three packs of creatives with different messages: video about the conference, conference name, speakers and topics.
Facebook: 50% higher CTR for creatives featuring speakers with topics compared to just conference name and description.
VK: 1800% higher CTR (that’s right – 18 times higher!) for promotion through ads featuring speakers compared to usual conference announcements.
About the project
Loginom Day 2019 conference is held by the Loginom company, which has developed a system for data analysis and decision making for businesses. The target audience consists of business analysts, company founders, and Big Data and Data Science specialists from medium and large-scale enterprises who deal with building scoring models, risk prediction, data cleansing, preparing reports, and other complicated issues.
The goal was to attract not simply everybody interested in Big Data, but only those who are ready to purchase a solution for data analysis for their company.