How Venues Crush Black Friday and Cyber Monday Ticket Sales
Believe it or not—with Black Friday and Cyber Monday 2018 right around the corner, we’re already seeing discounts on the latest 4KTV’s, cameras, iPhones, laptops, and video games (Nintendo Switch, anyone?). There’s almost too much to list. On the two busiest shopping days of the year, many consumers run to the mall, while just as many, if not more, run as far away as possible.
Venues and event promoters have now jumped on the Black Friday and Cyber Monday bandwagon in recent years, offering huge discounts on tickets. Sure, a new iPad or TV would be great, but concerts are an excellent gift for those who value experiences over material things. Perhaps research suggests you’ll be happier in the long run because of it. Here’s how a few of our venue clients—State Theatre New Jersey, The Hamilton Live in Washington DC, and Catch One in Los Angeles—used ToneDen to crush sales last year:
State Theatre New Jersey
In New Brunswick, New Jersey, State Theatre New Jersey offers something for everyone including orchestras, musicals, dance, children’s events, concerts, and more. Hanna Wasserman, Marketing Coordinator for State Theatre New Jersey, has been using ToneDen for almost a year now.
In one of her first conversion campaigns using ToneDen, Hanna ran a Cyber Monday campaign on Facebook where all ticket fees were waived. The ad lasted for less than one single day—14 hours to be exact.
With a budget of $800, ToneDen’s audience building tools were split among a handful of different audiences including people who visited their website, page likes of their Facebook page, and lookalikes of both their website visitors and Facebook page engagers. Their budget was automatically reallocated to the audiences creating the most revenue:
State Theatre New Jersey reached almost 28,000 interested ticket buyers and added $18,353 in revenue, which was a 22.9x return on ad spend—making an astounding $23 for every $1 they spent.
The Hamilton Live
In a prime spot just steps away from The White House, The Hamilton Live is quickly becoming Washington DC’s new favorite venue for music, food, and entertainment. A quick glance at their calendar, they feature a roster of the highest caliber of music royalty, but they also make sure to share the limelight and showcase locally grown talent too.
Like State Theatre New Jersey, The Hamilton Live ran a conversion campaign on Facebook and Instagram that lasted for just one single day with a compelling call to action: 40% off all tickets anyone?
With a budget of $100, ToneDen’s audience building tools were split among a handful of different audiences including people who visited their website, page likes of their Facebook page, and newsletter subscribers.
The Hamilton Live added $2,660 in revenue, which was a 26.6x return on ad spend. For every $1 they spent, they made $27! Not bad for an ad that only ran for 12 hours.
Catch One
Mid-city Los Angeles’ beloved nightclub Catch One (formerly UNION Nightclub), and one of my personal neighborhood favorites, ran a Cyber Monday campaign that lasted for only less than a day.
With a budget of $150, ToneDen’s audience building tools were split among a handful of different audiences including people who visited their website, interest audience, and page likes of similar electronic artists. Catch One LA added $1,140 in revenue, which resulted in a 7.6x return on ad spend. For every $1 they spent, they made $8!
What All These Campaigns Have in Common
Whether you’re a consumer or business, we all know this time of year creates an overwhelming sense of urgency. No one wants to miss out on those once-in-a-lifetime deals! And for businesses that generate revenue digitally, this is proving to be one of the biggest days of the year.
Working within a campaign lifespan of less than a day, you can’t afford to make any mistakes. Wasting time or money by advertising to the wrong individuals could seriously hurt a performance’s revenue.
With ToneDen’s budget optimization algorithm, these budgets were automatically steered to get them the best return on ad spend. This meant ToneDen automatically found the best available audiences across their ad sets to take their dollar even further, saving them time and money.
“We needed to create a campaign that would give us the biggest bang for our buck in a short span of time and ToneDen helped us accomplish that goal.”
The Results
In these campaigns, State Theatre New Jersey, The Hamilton Live, and Catch One, were all able to sell tickets faster by taking advantage of ToneDen’s Audience Builder and automated budget optimization— averting risk and driving sales by allowing our proprietary algorithms to re-allocate your budget to those audiences more likely to generate revenue.
Additionally, since these campaigns were not the first ad campaigns these venues have run through ToneDen, our system was able to identify and target likely buyers, based on their data of best performing audiences from previous campaigns.
“ToneDen makes social media advertising a no brainer. It’s a one user-friendly platform that does it all! We were blown away by the results from our Cyber Monday campaign last year and plan to utilize this fantastic promo-booster again this year.”
Are you ready for Cyber Monday? It only takes a few minutes to launch a winning campaign 👇
