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

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

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

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

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.

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

Budget:
416$

Clicks:
5 942

Click value:
0,5$

Coverage:
231 115

CTR:
2,6%

Instagram

Budget:
193$

Clicks:
953

Click value:
0,2$

Coverage:
425 443

CTR:
0,22%

Coverage:
58 215

CTR:
3,82%

VKontakte

Yandex

Budget:
245$

Clicks:
2 225

Click value:
0,11$

Budget:
156$

Clicks:
2 419

Click value:
0,6$

Coverage:
95 029

CTR:
2,54%

Google

Coverage:
77 503

CTR:
0,17%

Youtube

Budget:
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