How to sell out events in 1,5 months.
I am waiting for you last summer tour promotion

The aim of a concert tour for any musical band is an 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 musical band. It was 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 in their music. These days the guys have thousands of listeners all over the world.

I Am Waiting for You Last Summer.

Objective: a sell-out at all costs

A four-city tour.
Promotion term — a month and a half. 
Objective is to sell 90% of 970 tickets.
Ad budget — $1500.

A four-city tour: Minsk (Oct 3), Kiev (Oct 5), Moscow (Nov 1), St.-Petersburg (Nov 2).

Results

Let us recall, we had little time: a week and a half left before the first concert and a month and a half — before the last one.

Budget spent — $1100.
Tickets sold — 892.

We have not only saved $400, but also sold 92% of all tickets! Two of the four concerts are sold-out. In cooperation with I Am Waiting for You Last Summer we have achieved great results even with limited time and budget.

Sold out events: a promotion plan

1. Ads

Facebook events were already created but had a few responders when we set up our project. Hence we started with Event response ads to gather those who were definitely going.

Yet  there was little time before the tour, so at once we launched Conversion ads aimed at the purchase. The audiences we used: band’s main page subscribers, previous concerts attendees, fans of similar genres and artists, and custom audiences we got from the client.

In a month after connecting events to Tendee and running ads we obtained about 1000 new responders in the social media and 92% of tickets sold.

We got great results with the help of Tendee. Unlike Facebook Ads Manager it already has audiences to launch: fans of the artist, your Facebook page subscribers, people who didn’t complete the purchase on your website and people similar to those who’ve already bought a ticket.

Setting up an ad campaign takes only a few minutes. Moreover, a ticket link is already shortened and contains all necessary UTM-tags to track where the user came from. To fill in all the fields in Ads Manager you need about 15 minutes of your time. In Tendee everything is pre-set so you make only a few clicks. This feature allowed us to launch many efficient campaigns in a short time.

Setting up an ad campaign in Tendee.

2. Posting

The number of responders was growing. We started publishing posts into Facebook events to maintain the public interest and motivate them to buy tickets.

The band’s photos and videos from past concerts were mostly used.
We set up following types of posting in Tendee:

  • Reminders about price increase and amount tickets left.
  • Posts with the artist-info from public news sources.
A price increase reminder: $14 (untill Oct. 18), $16 (Oct. 19-31), $18 (Nov. 1).
A post reminds you how many tickets are left: 35 tickets for $16.

Each of our posts had a ticket link. As you remember, all links via Tendee are shortened and have UTM-tags

44 posts were published throughout the project. Each of them contained a purchase link with more than 500 clicks tracked. We scheduled all these posts in an hour and got amazing results!

Publishing a post via Tendee.

To prepare a post you need 10-15 minutes on average: find a text and a picture, and tag the link. Tendee automates even this. It provides you with news about the artist, has an online library at hand and generates reminders in a moment.

3. A new single as a sales secret

On September 30, I Am Waiting for You Last Summer released a new single called In Circles and published it on their YouTube channel. 4 days were left before the first concert and we decided to use this single in ads and posts betting on boosting sales and it worked.

Sales increased noticeably. The amount of tickets sold that day grew by 2.5 times and link clicks — by almost 4!

The amount of tickets sold on the single release day.

Conclusions

Promotion of music should go hand by hand with a tour promotion. 

We managed to sell 92% of all tickets in a short term with a low budget. We got two sold out events and engaged hundreds of new listeners who will most likely attend future performances, owing to Tendee features like running ads in two clicks and scheduling posts with relevant content. And last but not least, we collected a loyal audience base which we can use for further promotion.

It’s crucial to start  event promotion as soon as possible but even if you have no time left Tendee can fix it. Start promotion right now.

⭐️ Want to promote your events? Contact us!