THE CIRCLE OF LIFE:EVENT LIFE CYCLE MARKETING +

WORKSHOPALEXA COLASURDO. KATIE MULLINS.

EVOLUTION OF TICKETING

$125

$100

$75

$50

$25

2017 2018 2019 2020 2021 2022 2023

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

PRESALE

ONSALE

MAINTENANCE

CLOSE

ANNOUNCE

CREATEHYPE

GATHERDATA

SENDINFO

PRESALE

BUILDFOMO

ADV.SALES

CREATECULTURE

ONSALE

SELLSELLSELL

INCREASESPEND

RETARGET

MAINTENANCE

CAPTUREDATA

STAYACTIVE

DON’TWASTEDOLLARS

CLOSE

RETARGET INCREASESPEND

SELLSELLSELL

TAKEAWAYS

12

3

DIGITAL ADVERTISING

TIME-SENSITIVEDIGITAL

SALES CYCLE POWERED DIGITAL

QUESTIONS?

ALEXA COLASURDO KATIE MULLINSalexa@rockhousepartners.com katie@rockhousepartners.com

15 MINUTE BREAK

WORKSHOP

ROCKHOUSE MUSIC FESTIVAL

ROCKHOUSE STATEFAIR

ROCKHOUSE BEERFESTIVAL

ROCKHOUSE: THE BROADWAY MUSICAL

SAMPLE EVENT BRIEFING: ROCKHOUSE AIR SHOWMarketing Budget: $20,000Event Date: October 12, 2019Location: Raleigh, NCMarketing Comps: 8 VIP Passes (includes lunch, premium seating & merch)

Important Dates:● Event Announce: Monday, February 18 at 10am● Renewal Period: Thursday, February 21 - Thursday, February 28● Early Bird Public Onsale: Friday, March 1 - Friday, June 7● Performer Announcement: Monday, July 1

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 AIR SHOW

ANNOUNCE: February 18 - February 21Goal: AwarenessBudget: $2,500Platforms: Email, Facebook Ads, Google Ads, ContestTarget Audience: Previous patrons, email database, website visitors, cold audience (demo + interest)Content Type: Hype video from 2018 event

RENEWAL: February 21 - February 28EARLY BIRD ONSALE: March 1 - June 7GENERAL ONSALE: June 7 - July 1PERFORMER ANNOUNCEMENT: July 1 - July 12MAINTENANCE: July 13 - September 20CLOSING: September 21 - October 12

WORKSHOP

THANK YOU

ALEXA COLASURDO KATIE MULLINSalexa@rockhousepartners.com katie@rockhousepartners.com