Entertainment Event Marketing achieving in a 6.73 ROAS for a community organization!
Our Task Was
The overall objective was to promote a future event via Facebook Advertising and get as much attention as possible. An event marketing campaign leveraging the power of social media was the best option to reach the right audience. Client also has an e-commerce store with Shopify but it wasn’t a priority in the matter of a huge event. We are also tasked with monitoring organic page growth and seeing what content gains the most reach for the Facebook Page.
Process
Ideally, we like to test, optimize, then scale. As this is an ongoing project with an extremely tight budget. Every move has to be calculated. We had to have days of operating on a minimal budget instead of just stopping ads.
- Set up pixels on proper websites
- Assisted in making a copy and used a popular creative that the community loved to use for our initial event promotion ads
- Tested ads on 3 different audiences. All within the local area up to 50 miles
- Tested a short Christmas sale for 33% off the ticket price
- Operated at minimal budget after the 26th to enhance on New Years' Day
- Started targeting warmer audiences + successful cold audiences around January 3rd, 2020
The Results
The key results (January 25th, 2020) are:
- About $566 was spent on advertising
- Purchases via Facebook resulted in about $810
- Event attendance at 188 people throughout the night
- The cost per event response is $0.81
- Using the community of 26K followers, we were able to target group members in the local area
- 671 Event Responses for Interested/Going within 50 miles of the venue
- Page is gaining roughly 200 likes per month with a 5% growth rate
- Facebook Group is growing at a slightly higher rate
- On Facebook Purchase ROAS = 1.50
- Actual ROAS (offline + online) = 6.73
- Revenue Generated = $3810
What We Could Do Better
We did not have access to the Event Brite Page (a Technical Issue we both tried to fix but was minor) to get all the offline data so that the ROAS would reflect the proper numbers because a lot of people went to the event and paid on site. So, we had to do plenty of Zoom meetings to check the data and cross-reference it with the data from Facebook. This event was exclusively promoted using Facebook Ads and due to it being a huge Facebook Group, everybody that went to the event is in the group.
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