Tendee Marketing Guide • How to get more attendees and sell more tickets

Increasing the audience of your intensives with streams on social networks

Skillbox online university tested online streams on social networks for their intensive courses, which helped to double webinar audiences.

Goal:

The goal was to increase webinar audiences with the help of gathering subscribers and launching live streams on Facebook and VK.

Result:

We doubled the number of additional views on social networks.
Subscriber cost decreased by 50%.
We got viral (free) growth in the number of event responders – for every two paid responders there was one free responder.
Subscriber geography turned out to be wider than we expected: the Russian Federation was followed by the Ukraine and Belarus.

So, you’ve got an event. When you start your event promotion, you should plan it firstly (assume that you already know what Facebook Event is and how to create it. If you don’t know, here is a useful link with tips, whys and wherefores).

Client and the goal

OFFF is a Barcelona design festival that has been touring the world for 18 years. Art-directors, digital-creators, designers, illustrators, representatives of film and video production studios, ad agencies and studio owners with unique portfolios come here.

The first OFFF started in Barcelona in 2001 as a local initiative of a street artist and designer Hector Ayuso and quickly became the most influential and famous event in the field of digital visual culture.

In 2019, OFFF was held in Russia by Skillbox, an online university of modern digital professions.

Goal of facebook event promotion:
to sell 600 tickets at a price of $185 to $270

Orders statistics (blue bars) and sales statistics (green) from TimePad reports.

If you believe that it is enough to simply launch Facebook Ads for excellent results, you are going to be disappointed. You can see high CPC/CPA and Frequency Rate soon after your ad is launched.

CPR and Frequency metrics are high. It means that your audience can suffer from ad fatigue — High metrics for CPR and Frequency

It was my second time to organize an offline Product Hunt meetup. My first run cannot be called a success – there were less people than I expected. Such meetups are rare for my district, but they are a way to hang out with smart, successful people who design products. The official opening was in 3 days, I did not manage to gather enough people through meetup.com and I decided to throw some money into the deal. But what is the best way to handle it?

Given:

$50 marketing budget
Free admission B2B meetup
3 days before the event
No knowledge how to spread the word about my event fast

Your target audience is of particular importance for launching ads. Once the audience is set, Facebook calculates the potential reach for your ads. Keep the audience from being too broad and too narrow, always consider your budget and the number of people you want to reach. The most common case is setting the audience too broad.

The broader your audience, the larger budget it requires, the bigger the CPC and CPA become. Clever audience segmentation makes ad campaigns cheaper and more efficient. Here are our recommendations to work it.

The goal of Event Response ads is to invite users to your Event, and the more subscribers the better. The ad unit mimics a typical Facebook Event invite, asking users to click “interested” or “going” to RSVP. Ignore for a moment that most of your Facebook friends respond “going” with no intention of actually being on the Event. Linking directly to the Event page, Event Response ads provide a seamless pathway from newsfeed to invite.

Events on social networks need promotion, and posting is a great (and free!) promotion means. Besides, there is another widely underestimated means of promotion: cross-posting. The idea is dead simple, while the result is usually great.

The UTM builder we offer is based on our convention. In our article on UTM tags we explained how to use them, gave an overview of the main problems, and suggested a naming convention.

We decided to consider this powerful tool in the context of event industry. This study is based on hundreds of PPC campaigns, mass mailings, push notifications, Facebook events.

This article will be of use for anyone dealing with traffic acquisition on a website – either their own or a ticketing service like Eventbrite; for those using UTM tags every day and those who never tried.