Experiences are everything: your events matter to marketers

Live events provide a unique opportunity for artists and fans to forge meaningful personal connections. This post, originally published on Pandora for Brands’ Insights blog, explains why brands are increasingly looking at event sponsorship as one of the best ways to build awareness and reach new customers. 

 

You don’t need us to tell you that music has the power to create incredible experiences. It can cure a breakup, take you back in time and totally make or break a party. But some music experiences are just more memorable than others.

Nothing comes quite as close to the exhilaration of seeing your favorite band live. The act of sharing the moment with a community of fellow fans, sweating it out together as you scream lyrics from the top of your lungs—that’s when real memories are formed.

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Boost ticket sales without lifting a finger with cart abandonment emails

For live event promoters, marketing’s often costly, time-consuming, and never-ending. As fans, we’re faced with a million distractions and still end up missing events when we meant to buy tickets. Just over two months ago, we started tackling that exact problem: how we can help re-engage fans who’ve expressed intent (or who left tickets in their cart) without adding more work to the mix. Enter cart abandonment emails.

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Ticketfly Talent: Lindsay Dillon—Digital Marketer and Aspiring Producer

Put your hands together for the next entry in our “Ticketfly Talent” series, which showcases the many talents of our Flyers. We’ve got loads of musicians, DJs, singers, and artists of all types who are Fly by day and rock stars by night (though we tend to think they’re rock stars 24/7). They’re awesome, and we want the world to know.

Today, we catch up with Lindsay Dillon, our digital marketing services manager who’s getting ready to launch her career as a house DJ/producer. Here, she talks about her classical roots, working with her husband, and the one essential thing you should do before launching a marketing campaign.

Tell us a little about yourself.

My husband is a DJ (DJ SPLIT) with a crew called Lights Down Low here in San Francisco, which is a pretty well-known collective that throws underground house music parties at places like Monarch and Public Works. Basically, I have my apartment strewn with all of this music equipment that I’ve messed around with and played on. I decided late last year that I was going to learn how to use them more properly because I’d been working with my husband. When he’s creating mixes or working on songs—we live in an 800-square-feet apartment—the first thing he says is, “Hey, how does this sound? Help me figure out the best way to do this transition.” I DJ’d with him a couple of times just for fun but I decided that in 2016 I’m going to learn some real music production. I’m taking Ableton classes and working with an Ableton Push, a pretty sophisticated launchpad that allows me to compose music.

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Graduation day: Ticketfly’s summer internships come to a close

Interns_0002_FullSizeRender

Summer is coming to an end which unfortunately means that our two incredible Ticketfly interns are heading back to college. Interns are usually known for fetching coffee and making copies, but not only did our interns never find the copier, the only coffee they’ve had to get was their own. Before they head back to school, we had a chance to hear first-hand about their summer projects, and life at the ‘fly as the new guys.

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FlyTips: Five steps to data-driven marketing

Gone are the days of not knowing the effectiveness of your paid marketing. Gone are the days of spending budget on a dedicated email blast or display campaign on your local weekly’s site and not knowing how many eyeballs saw it, how many sales it drove, and to which events. Today, it’s all about data-driven marketing!

Here are 5 steps you should take today to start making data-based marketing decisions.

  • Tag marketing campaign links with Source and Medium UTM codes. Want to know how many ticket sales were generated as a result of your alt weekly ad or Charli XCX’s tweet? Tag your links to see this in Backstage’s Source Performance dashboard. Learn more in this Ticketfly Community Article.
  • Tag artists with genre(s) when building an event. This will associate ticket buyers with a genre list so you can email them about relevant events in the future. Do you book dubstep, comedy, or 90s rock acts? Customize genres to reflect the specific talent that frequents your business. Learn more about genre tagging in the Ticketfly Community.
  • Ask us to implement your marketing pixels to track paid ad performance. Simply generate pixel code using your advertising platform and pass it along to your Client Rep. The two most common pixel types are conversion pixels and retargeting pixels. Conversion pixels help you measure an ad’s ROI by reporting on actions people take after ads are served (i.e., buying a ticket). Retargeting pixels help you turn window-shoppers into buyers by serving ads to those who viewed an event but didn’t purchase.
  • Experiment with Facebook’s advanced advertising options like conversion tracking and custom or lookalike audiences. By placing a conversion pixel on Ticketfly’s sale confirmation pages and then adding it to your Facebook ad, you’ll know exactly which ads led to conversions (ticket sales). Custom audiences allow you to reach customers you already know with ads on Facebook. You can build audiences based on uploaded email addresses, phone numbers, or the people who visit your website. Lookalike audiences let you reach new people who are likely to be interested in your events because they are similar to your existing customers. Visit facebook.com/business to learn more.
  • Evaluate your performance using Ticketfly’s Source Performance Dashboard. What percentage of your ticket sales can you attribute to free search? How many ticket sales were generated as a result of amplifying your events to Facebook? Check out Backstage to view this at the Org or Event level. It’s critical to keep tabs on your performance to determine what’s working and what’s not so you know where to focus your budget and where to stop spending.

Forget the agony of not knowing if your marketing budget–and your time–are being spent wisely, and step into the world of data-based decisions and marketing. Reach out to your Client Rep with questions.

Email Marketing FlyTip: Design for Mobile

Do you read your email on your phone or tablet? Yeah, we do too.

Today, almost half of event-related emails are opened on mobile devices.*

And this number isn’t going down anytime soon. Here are four ways to make your email marketing campaigns more mobile-friendly.

1. Write for mobile! 

You know how it feels to scroll through a sea of unread emails. Don’t you usually delete a bunch of unopened (likely promotional) emails to clean things up before getting to the real meat? First impressions are key on mobile, so pay particular attention to your sender alias, subject, and preview. These drive the decision to open…or not to open.

44% of ticket buyers open event-related emails on their phone, and 94% of those people are using iPhones.*

Here is what’s visible on an iPhone:

iPhone Email Preview

  • The first 20 characters of your sender alias – in this case, our friends at “The Capitol Theatre”
  • The first 35 characters of your subject line, the line below the sender alias
  • The first 75 characters of your body or customized preview, the two lines below the subject line

Here is what’s happening on an Android device:

Android Email Preview

  • The first 20 characters of your sender alias – hello again to our friends at “The Capitol Theatre”
  • The first 75 or so characters of your subject line. Note that Android will wrap the subject line onto the next line if it can’t be contained on the first. If this happens, there’s no preview text.

2. Subject: Keep it short and sweet

It’s probably safe to assume that your email subject line will be viewed on a mobile device. To be sure it’s seen, include the most crucial information in the beginning, such as:

  • Discounts or special offers, e.g., “Presale today”
  • Popular artists
  • Recency messaging, e.g., “Just announced”
  • Urgency messaging, e.g., “Last chance!”

3. Mix it up

Ever get bored of seeing the same subject lines over and over? We thought so. Don’t let things get stale; keep it fresh.

Also, remember that there’s no such thing as a perfect, evergreen subject line. What works for the Drake vs. Lil’ Wayne presale may not work when announcing Weezer is coming to town. Your fans will appreciate you shaking up subjects from time to time, and you’ll learn what works best.

4. Preview it yourself

Send yourself test emails to check how they’ll appear on mobile. Is the most important information clear and defined from the inbox? How does your mobile preview look? Note that emails may render differently by device depending on which email server your customer is using.

Would you want to open the email to learn more? What you see is what your customers and future customers will see. It never hurts to double check.

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FlyTips: 4 Simple Steps to Sizzling SEO

So, what is SEO exactly? Search engine optimization (SEO) is a set of actions you can take to help boost the ranking of your website in “organic search” or “free search” results.

Good SEO practices are the best (and virtually free!) way to get your brand in front of new customers.

One of the key changes in search over the last few years has been the inclusion of popularity and relevance signals in search result rankings. Popularity signals come from the quality and quantity of links to your website and the context in which they are shared. Relevance signals come from the context of keywords on your website related to your location and your business.

MAKE WEBSITE CONTENT RELEVANT

When you think of your website design, what information do you think your customers are most interested in? While it’s okay to “set it and forget it” with evergreen content like your address and hours, everything else should be updated on an ongoing basis.

Example: The Crocodile prominently features their logo, upcoming events, and other key info

SEO-content

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FlyTips: Effective Email Marketing

Season’s Greetings from Ticketfly HQ! As we near the year’s end, we are giving the gift of a new FlyTip on email marketing. I know, I know…how exciting! Back in May 2012, we shared 10 Tips for Email Success. This time, let’s narrow this down and focus on the three main goals of email marketing: opens, clicks, and sales. We’ll provide benchmarks and actions you can take today to increase effectiveness and measure your success.

Email performance data is a treasure box of insights about how to resonate effectively with your audience.

Boost Open Rates

Send emails from a personal email address. When you are Backstage and build an email campaign in Marketing > Email Campaigns, use a real person’s email address instead of an alias like “events@rockclub.com” for the “From Email Address” to help ensure higher open rates and fewer emails caught in spam filters. Continue reading

FlyTips: Instagram 101 + Measured Marketing

Instagram 101

1. Pictograms and contests work: Brooklyn Bowl (10,864 Instagram followers) uses pictograms all the time to interact with fans and give away prizes & perks. Pictograms contain a call to action; they get people commenting, but more importantly they answer the question, ‘What’s in it for me?’ Any kind of contest (be it a guessing game or whatever) on social media is genius because they’re fun for the fans and offer an incentive to participate.

Pictograms

(**The answer**= car + shake + ale… Karsh Kale!)

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FlyTips: Drill Into Site Content Using Google Analytics

Welcome to the final installment of our Google Analytics FlyTips. This time, we’re going to drill into the most useful content reports which help you improve your page content or navigation structure. In case you missed out, previous posts focused on audience reports, traffic reports, and using social media to improve your website SEO. Ready to get to work? Let’s dig in!

Content Reports

Behavior Flow 

"Google Analytics Behavior Flow"

Why It’s Important: Behavior Flow reveals the pathways your customers travel when they navigate your website. Understanding what is popular helps you identify content that needs improvement. In some cases, you may decide to remove a page from your site. After all, would a restaurant keep a dish on its menu if no one ever bought it?

Sample Insight: There is a food menu page you believe is vital to your business, yet receives very little traffic.

Next Steps: Think like a consumer. Is the intended audience not seeing the link to that page? Update your navigation or put a photo on the homepage that links to it. Are people exiting the page a few seconds after landing? Experiment with your page content layout! Make one change at a time, then re-visit the report to check for improvement. Continue reading