Case
Studies for marketing of global festivals and events
Goal
The main goal of this study was to examine the marketing techniques that help concert promoters to hustle the way to a sold out event in Asia and Europe
The main goal of this study was to examine the marketing techniques that help concert promoters to hustle the way to a sold out event in Asia and Europe
Solution
All advertising channels, which will be discussed further, are subject to the client's CJM scheme. For each type of concert it has its own. And at the start of an advertising campaign, we draw up not only a mind map, but also a map of the customer's journey to your product. Then the preparation of a media plan is subject to the following logic
All advertising channels, which will be discussed further, are subject to the client's CJM scheme. For each type of concert it has its own. And at the start of an advertising campaign, we draw up not only a mind map, but also a map of the customer's journey to your product. Then the preparation of a media plan is subject to the following logic
Audience CJM
Mediaplan
Channel definition and audience comparison
To determine the channels, let's look at the comparative statistics of the audience on social networks
Uzbekistan
Europe
Kazakhstan
According to experience and statistics, promotion channels can be ranked as follows:
Let's compare audiences by age in the most important channels for promotion - Instagram and FB. This comparison will allow us, based on the experience of cases, to draw the following conclusions and conduct thought experiments
Why is the size of the audience at the start of the advertising campaign important to understand?
Rules for compiling media plans
The smaller the coverage in one network, the higher the channel diversification should be
The smaller the possible coverage, the higher the frequency of display
If the possible reach is small, then the strategies are focused on reach and clicks. This allows you to save on the cost of strategies.
Rules for compiling media plans
The greater the possible coverage in one network, the more budget can be put there
The higher the possible reach, the more varied the creatives should be. In intellectual strategies, creativity and strategy determine the audience
With a large planned coverage, highly converting strategies and retargeting collection are needed to build a look-a-like
We schematically depicted the sequence of actions for setting up strategies with a high probability of conversions
This system is suitable for Tik Tok, FB and IG, Google, Yandex
Setting up an advertising campaign for conversion
Getting data into the pixel
Setting up pixels for actions on the site
Installing pixel codes on the site
How retargeting should work?
Schematically, retargeting and reading by the system of audiences and its actions can be represented as follows. In addition to the presence of users on the site, the pixel also tracks their behavior.
Look-a-like and channel diversification
When the pixel has collected an audience or you have uploaded this audience to the advertising account, you can build similar audiences based on these databases. Lookalike Audiences will contain users who have similar characteristics and behavior, as the system thinks, with some assumption.
If your audience is already very narrow, then there is no point in segmenting it into any other meanings. Then what to do?
We diversify channels. We are looking for our users in all possible channels and convey our product to them
Result
Let's go back to our market and cases and see which media plans help to collect halls
Case 1. Concert of Nervy
• Young fan audience 13-25 years old
• Cities of Astana, Almaty, Karaganda, Bishkek
• Halls 1000 seats
• Launch in September 2022. Term 1 month
• Cities of Astana, Almaty, Karaganda, Bishkek
• Halls 1000 seats
• Launch in September 2022. Term 1 month
Budget:
193$
Clicks:
953
Click value:
0,2$
193$
Clicks:
953
Click value:
0,2$
Coverage:
425 443
CTR:
0,22%
425 443
CTR:
0,22%
Yandex
Budget:
416$
Clicks:
5 942
Click value:
0,5$
416$
Clicks:
5 942
Click value:
0,5$
Coverage:
231 115
CTR:
2,6%
231 115
CTR:
2,6%
Instagram
Coverage:
58 215
CTR:
3,82%
58 215
CTR:
3,82%
VKontakte
Budget:
245$
Clicks:
2 225
Click value:
0,11$
245$
Clicks:
2 225
Click value:
0,11$
Budget:
156$
Clicks:
2 419
Click value:
0,6$
156$
Clicks:
2 419
Click value:
0,6$
Coverage:
95 029
CTR:
2,54%
95 029
CTR:
2,54%
Google
Coverage:
77 503
CTR:
0,17%
77 503
CTR:
0,17%
Youtube
Budget:
79$
Clicks:
135
Click value:
0,58$
79$
Clicks:
135
Click value:
0,58$
Case 2. Metallica show S&M
• Wide audience with interests in Rock music
25-65 years old
• Cities of Astana, Almaty, Karaganda, Bishkek
• Halls 500-1000 seats
• Launch in April 2022. Term 1 month
25-65 years old
• Cities of Astana, Almaty, Karaganda, Bishkek
• Halls 500-1000 seats
• Launch in April 2022. Term 1 month
Budget:
168$
Clicks:
2 332
Click value:
0,7$
168$
Clicks:
2 332
Click value:
0,7$
Coverage:
91 872
CTR:
2,54%
91 872
CTR:
2,54%
Instagram
Coverage:
39 960
CTR:
2,42%
39 960
CTR:
2,42%
Facebook
Budget:
116$
Clicks:
968
Click value:
0,12$
116$
Clicks:
968
Click value:
0,12$
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