4.9 Methods and tactics to promote upcoming events
The marketing professionals were asked to share the most successful social media tactics used to
promote upcoming events. Appendix 4 illustrates coding of the responses to this question. Announcing
shows, contests and promotions are the most common tactics used by the companies and being the most
effective. Some respondents specified social media tools they used to carry out the above mentioned tactics.
Twitter is mentioned by the majority of the respondents as a tool used for contests and sales promotions. In
addition to news announcements, Twitter is actively used by the marketing professionals to inform patrons
about ticket sales. Fans of some open concert venues are provided with opportunities to participate in the
contests. One participant gave an example of the venue’s contest as “Retweet to get a free ticket.” By
stimulating patrons to spread information to their friends on Twitter, this contest allows companies to reach
the larger audience and consequently to attract more visitors to the venues. Announcing shows on Facebook
was another tactic mentioned by some respondents.
Using a simulcast Web stream was another example of a successful tactic used by one respondent to
promote the company and increase their fan community. One example was a promotion campaign for their
Holliday Celebration – a live 6 hour show that was broadcast throughout Southern California. About 10,000
people who came out to see it live got tickets free of charge. Moreover, they created a simulcast Web stream
for people across the country and from all over the world to view the show. Using Web technology to
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broadcast to the world wide audience and providing tickets free of charge were the main components of the
campaign. The main objective of this event was building a fan community through enlarged viewership and
interactivity of those fans.
The rest of the responses were related more to miscellaneous technical aspects. The respondents
provided information regarding some aspect of social media tools usage. One marketing professional
mentioned the method his company monitors the results of social media activity promoting events, for
example, using a special password for selling tickets through social media to make ROI clear.
One respondent emphasized the value of Facebook as a free marketing tool. As he explained, “We are a
nonprofit venue so spending money is hard for us. We have had great success on Facebook. We grew from
50 fans in January to almost 3,000 today. It took a lot of work but it is really a useful tool for us.”
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