Challenge
A company that organizes and broadcasts live events (concerts, festivals, movie premieres) was struggling to promote its events effectively. Previous promotional campaigns were time-consuming and often not tailored to individual audience preferences. As a result, the company noticed that many potential attendees were not learning about the events in a timely manner, and the rate of ticket sales and engagement with promotional campaigns was lower than expected.
To increase the effectiveness of event promotion, the company decided to implement automated promotional campaigns to better tailor messages to audience interests and optimize the event promotion process.
Action
- Integration with marketing automation system
The company integrated its event management tools with a marketing automation system such as iPresso. The integration enabled the automatic collection of audience data, such as previous event attendance, topic preferences, and activity on the platform.
- Recipient segmentation
Based on the data collected, the company created recipient segments such as:- Rock music lovers: Recipients who frequently attend rock concerts.
- Fans of independent cinema: Recipients interested in independent film premieres.
- Families with children: Recipients looking for family and children's events.
- Automated promotional campaigns
Based on the segmentation, the company implemented automated promotional campaigns that included:- Notifications of upcoming events: Automated emails and push notifications informing of upcoming events that matched recipients' interests.
- Special offers: Personalized discount and promotional offers on tickets, such as discounts for subscribers to concerts by their favorite artists.
- Event reminders: Automatic reminders for upcoming events to boost attendance.
- Social media integration
Campaigns were integrated with social media to automatically publish posts promoting events and engage audiences in interactions such as contests and surveys about upcoming events.
- Results analysis and optimization
The company monitored the effectiveness of promotional campaigns, analyzing metrics such as email open rates, clicks on offers, number of tickets sold and social media engagement. This data was used to optimize campaigns, adjust content and promotional strategies.
Results
- Increased ticket sales: Automated promotional campaigns contributed to a 30% increase in ticket sales. Personalized offers and notifications about upcoming events successfully encouraged audiences to purchase tickets.
- Increased engagement: The engagement rate of promotional campaigns increased by 40%, which translated into greater audience activity on the platform and social media.
- Optimization of the promotion process: Automation of promotional processes reduced the time and costs associated with manual management of campaigns. With precise segmentation and automation, campaigns were more effective and tailored to the needs of the audience.
- Better customization of offers: Personalized offers and event reminders contributed to higher conversions, which meant better use of the marketing budget and greater effectiveness of promotional activities
