THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …
Transcript of THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …
![Page 1: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/1.jpg)
THE CIRCLE OF LIFE:EVENT LIFE CYCLE MARKETING +
WORKSHOPALEXA COLASURDO. KATIE MULLINS.
![Page 2: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/2.jpg)
EVOLUTION OF TICKETING
![Page 3: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/3.jpg)
$125
$100
$75
$50
$25
2017 2018 2019 2020 2021 2022 2023
in b
illio
ns U
SD
Source: Statista - Worldwide Ticketing Forecasts
![Page 4: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/4.jpg)
LOWERRISK
ADVANCECASH
LINE MANAGEMENT
ONLINE TICKETING
DATA
![Page 5: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/5.jpg)
EVOLUTION OF MARKETING
![Page 6: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/6.jpg)
more than
50% of smartphone users grab their phone immediately after waking up.
smartphone conversion rates are up
64% compared to desktop conversion rates.
![Page 7: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/7.jpg)
EMAIL ADDRESS
PHONE NUMBER
ZIP CODES
REFERRAL SOURCES
PURCHASE HISTORY
PIXEL DATA
![Page 8: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/8.jpg)
BLASTS
CONTESTS
DIGITAL
ADS
SOCIAL
MEDIA
![Page 9: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/9.jpg)
THE EVENT LIFE CYCLE
![Page 10: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/10.jpg)
ANNOUNCE
PRESALE
ONSALE
MAINTENANCE
CLOSE
![Page 11: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/11.jpg)
ANNOUNCE
CREATEHYPE
GATHERDATA
SENDINFO
![Page 12: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/12.jpg)
PRESALE
BUILDFOMO
ADV.SALES
CREATECULTURE
![Page 13: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/13.jpg)
ONSALE
SELLSELLSELL
INCREASESPEND
RETARGET
![Page 14: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/14.jpg)
MAINTENANCE
CAPTUREDATA
STAYACTIVE
DON’TWASTEDOLLARS
![Page 15: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/15.jpg)
CLOSE
RETARGET INCREASESPEND
SELLSELLSELL
![Page 16: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/16.jpg)
TAKEAWAYS
![Page 17: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/17.jpg)
12
3
DIGITAL ADVERTISING
TIME-SENSITIVEDIGITAL
SALES CYCLE POWERED DIGITAL
![Page 19: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/19.jpg)
15 MINUTE BREAK
![Page 20: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/20.jpg)
WORKSHOP
![Page 21: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/21.jpg)
ROCKHOUSE MUSIC FESTIVAL
ROCKHOUSE STATEFAIR
ROCKHOUSE BEERFESTIVAL
ROCKHOUSE: THE BROADWAY MUSICAL
![Page 22: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/22.jpg)
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
![Page 23: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/23.jpg)
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
![Page 24: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/24.jpg)
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
![Page 25: THE CIRCLE OF LIFE: EVENT LIFE CYCLE MARKETING + …](https://reader033.fdocuments.us/reader033/viewer/2022042421/62606ca3a9214b07804b4877/html5/thumbnails/25.jpg)
WORKSHOP