EVENT LIFE CYCLE: MAXIMIZING YOUR DIGITAL

MARKETING OPPORTUNITIES KATIE MULLINS. COURTNEY BARWICK.

EVOLUTION OF TICKETING

$125

$100

$75

$50

$25

2017 2018 2019 2020 2021 2022 2023

ticke

ting

reve

nue

in b

illio

ns U

SD

Source: Statista - Worldwide Ticketing Forecasts

LOWERRISK

ADVANCECASH

LINE MANAGEMENT

ONLINE TICKETING

DATA

EVOLUTION OF MARKETING

more than

50% of smartphone users grab their phone immediately after waking up.

smartphone conversion rates are up

64% compared to desktop conversion rates.

EMAIL ADDRESS

PHONE NUMBER

ZIP CODES

REFERRAL SOURCES

PURCHASE HISTORY

PIXEL DATA

EMAIL

BLASTS

CONTESTS

DIGITAL

ADS

SOCIAL

MEDIA

THE EVENT LIFE CYCLE

ANNOUNCE AND PRESALE

ONSALE

MAINTENANCE

CLOSE

ANNOUNCE

CREATEHYPE

GATHERDATA

SENDINFO

PRESALE

BUILDFOMO

ADV.SALES

CREATECULTURE

ONSALE

SELLSELLSELL

INCREASESPEND

RETARGET

MAINTENANCE

CAPTUREDATA

STAYACTIVE

DON’TWASTE

DOLLARS

CLOSE

RETARGET INCREASESPEND

SELLSELLSELL

TAKEAWAYS

12

3

DIGITAL ADVERTISING

TIME-SENSITIVEDIGITAL

SALES CYCLE POWERED DIGITAL

SAMPLE EVENT BRIEFING: ROCKHOUSE MUSICALMarketing Budget: $500Event Date: January 4, 2019Location: Raleigh, NCMarketing Comps: 2 tickets + local gift card

Important Dates:● Event Announce: Monday, September 16 at 10am● Renewal Period: Thursday, September 19 - Thursday, September 26● Early Bird Public Onsale: Friday, September 27 - Friday, October 4● Performer Announcement: Monday, October 21

MARKETING PLANDefine

different event life

cycle periods (with dates)

Choose goal for each period (i.e. build awareness)

Split budget between periods

Identify target audience for each period

Determine content

type(s) for each period

Select platforms to utilize during each period

MARKETING PLAN: ROCKHOUSE MUSICAL

ANNOUNCE: September 16 - 19Goal: AwarenessBudget: $100Platforms: Email, Facebook Ads, Google Ads, ContestTarget Audience: Previous patrons, email database, website visitors, cold audience (demo + interest)Content Type: Promo video from 2018 season

RENEWAL: September 19 - 26EARLY BIRD ONSALE: September 27 - October 4GENERAL ONSALE: October 4 - 10PERFORMER ANNOUNCEMENT: October 21 - 25MAINTENANCE: October 26 - December 15CLOSING: December 16 - January 4

THANK YOU

KATIE MULLINS COURTNEY BARWICKkatie@rockhousepartners.com courtney@rockhousepartners.com

MARKETING + MARGARITAS3:30pm - 5pm on Friday | Capital Room

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Meet the RHP team and mingle with other venue marketing pros. Tequila and exclusive swag provided!