How one company took to Facebook to promote its music festival and the lessons it learned along the way.
Whateverz Klever Presents (WKP) is a new event planning and promotional company that is competing with the larger, more experienced companies to promote and run its own three-day music and arts festival. The company's budget was limited, as was its time - so it took primarily to Facebook to promote the event. Here is an account of what WKP has been able to accomplish and the lessons learned along the way.
Create a Facebook Ads Application
Ads were created using simple band logos and actual pictures of individuals attending similar types of events. The ads targeted people with corresponding interests and who lived within 500 miles of the upcoming event site. The messaging was simple and asked people to join and "like" the festival or the featured band in that particular ad.
Create Customized Banners
WKP created customized banners for every band to use as their timeline image with a simple incentive. A fan would see the image on a band's fan page that read, "Go to http://www.impulsefestival2012.eventbrite.com and enter the Coupon Code 'PAPADOSIO' for a 10% discount." The bands also got involved by creating an event (which featured their set time during the festival) for their fans to RSVP to, thus creating an online community for the band as well as the festival.
Fans of the event page also received incentives if they invited and shared with their friends. If one person invited 1,000 people to a particular event that had been created, they received a 25 percent discount. Since shares, "likes," and comments can be tracked, this was a simple approach that resulted in over 55,000 unique relative invites on the Facebook pages.
Multiple Event Pages and Groups
WKP created an official event page and a few event-related groups. One group was created for all those interested in promoting the event (aka, the street team); they would post images of posters, flyers, and stickers being distributed around town. Another group was created for the visual artists, food vendors, etc., which would serve as a place for general discussion and to encourage more fans to become knowledgeable about the art and cuisine. Both of these groups generated a feeling of exclusivity and helped with the overall excitement of the upcoming event.
Contests to Create Buzz
WKP incorporated a contest on its event page that resulted in three lucky fans winning VIP or general admission tickets to the event. Fans had to share an image posted by WKP and tag at least three friends. The fan with the most shares and tags would be the recipient of two tickets to the event. This contest and its corresponding incentive proved to be the most successful and resulted in over 3,000 shares in a 48-hour period - a viral "snowball" effect.
Hidden Code on Website
WKP watermarked an alpha-numeric code and entered the code on its new website design. It ran a contest where individuals had 24 hours to find the code to win a pair of tickets to the event. This contest ran for two days and resulted in over 25 percent of the total unique visits to the site.
Facebook now offers "Promote this post" at the bottom of a post on a fan page. WKP purchased $5 to $10 from Facebook to promote certain posts or stories from its event page. This gave WKP a guaranteed amount of impressions and broke down the actual interaction into impressions, clicks, and new "likes." This has proven to be 5,250 percent more effective than traditional Facebook advertising.
Impressions were absolutely worthless to WKP. The company wanted a guarantee on clicks to truly determine if people were paying attention to its campaigns.
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Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate teacher who works with businesses across multiple industries, helping them to enable technology and services to brand, and personalize and speak to consumers more effectively.
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