Increase Conference Ticket Sales with Facebook & Instagram Ads

This assignment is part of Marketeer’s Annual Event, ASEAN Marketing Summit 2018.

ASEAN Marketing Summit is an annual one-day event that gathers marketeers from Southeast Asian region to provide insights, share ideas, and build networks. The attendees and speakers are come from different background, like business executives, government officials, and prominent academics. In 2018, the theme centers around marketing to ASEAN millennials-the majority of the region’s population- from tourism, commercial, investing, talent and digital ecosystem perspectives. 

In order to increase online sales for the ticket, the sales director ask us to create a social media strategy and plan the social media placement, specifically in Facebook and Instagram. My scope of work in this assignment is to lead the Facebook and Instagram Campaign.

Goals

• Create Awareness to Audiences about ASEAN Marketing Summit 2018, and what is the theme of the year.
• Generate Traffic to official website.
• Generate ticket book through Facebook and Instagram.

Work Process

Research & Analyze

There are two ways for us to get visitor to our website,
http://aseanmarketingsummit.com/, and a way to remarket the visitor into sales.

a. Based on the assignment and the segment that suited to the event, we started to search for audiences based on brand and marketing interests and grouping it by their state locations. 

In order to find the right audiences, we explore the Facebook Audience Insight thoroughly. The demographic we set include;

• Location
• Age
• Language
• Four common interests, and
• Behavior

By setting up not too-narrow but specific audiences, we try to find the right person who willing to spend sum of money to get knowledge about how the right way to market to ASEAN Millennials.

b. We also generate traffic organically to the website by promote the event in our Facebook and Instagram. Our big number of followers meet content marketing about the theme of the event (Marketing to ASEAN Millennials) equals high quality engagement. Not only they are willing to visit the website, but also, we can interact with them and it became our leads to ticket sales. But, in this case study, we only focus in explaining the Facebook Ad activity.

c. Last, we group our website visitor into one group, so we able to remarket again to them and try to convince them about beneficial of the event and promotion.

Based on how we reach the visitor into sales, we identify our customer path, from awareness to act (sales). They are;

1. Awareness
2. Appeal (Engagement)
3. Ask
4. Act (Sales)
5. Advocate (Post Event)

Plan

Duration: two weeks

Based on customer path, we decided to attend in the Awareness, Appeal, and Act path of the journey. It’s manifested into three Facebook Ad Campaigns, each of them served different objective. They are;

1. Brand Awareness. The objective is Awareness.
2. Conversions. The objective is Ticket Sales with remarketing ads.
3. Flash Sale. The objective is Ticket Sales.

In this campaign, beside ASEAN Marketing Summit website as link destination, we also utilize an article in Marketeers Net website as content marketing and Marketeers Shop website as Point of Sales. So, the campaigns are integrated journey to achieve one objective, Ticket Sales.

Publish

Here is our published content that served for each objective.

These ads above is served for one objective (Brand Awareness) but the link destination is different. It showed that we have rich content to share and give different knowledge for each path. In total, we have 10 Ads Creation within 10 Ad Group for a Brand Awareness Campaign.

The Ads above is aim for audiences that has been informed and well aware about ASEAN Marketing Summit 2018 and why it’s important to market their brand to ASEAN Millennials. So, we tried to give some of benefits they get if they attend for the event, and fear of missing out feeling if they skip the ads.

The ads above is our attempt to gain a momentum in Indonesian Independence Day by present a Flash Sale for three days. To be efficient, we present the ads only to audiences that has visited ASEAN Marketing Summit website.

After two weeks campaign, we disocver that our placement in Facebook has more efficient than Instagram. It can be seen by the number of Reach metric and how many Estimated Ad Recall Lift. It also in line with the final result which is we get more purchase from Facebook than from Instagram. Some keytakeaways that we gather through this campaign are:

• It takes more than four times Ad frequency to convince our audience to book their tickets. They are really hard to convinced.
• In the time of the campaign, we tried to promote the event to other South East Asia country, they are Singapore, Malaysia, and Thailand. The reason is because these countries have most representative in the event than other South East Asia country, beside Indonesia. But, through facebook analytic, we concluded that our campaign didn’t work in that countries. The campaign needs to improve if we want to get positive impact in that countries.
• Deep information about theme of event appear as best content marketing to present to audience in order starting the customer path.
• Facebook to be the winner of the campaign channel with most purchase. If we go deep inside the demographic of the customer, who are senior level employee, the result makes sense.

So, imagine if you are head of marketing division, who market a product to millennial audience. An understanding about their character should be your possession in order to win them.

When we communicate to such audience with deep and various information of how winning the market by understanding their customer better than who don’t know, it would be valuable for them to be missed.

Result

At the end, the campaign has achieved an 605,08% Return on Investment (ROI) consist of 70% sales from Facebook, and 30% from Instagram. The campaign itself has reach 192.081 people during the campaign.

The event itself goes as the pictures below.

Conclusion

The audience journey identification proven to be important factor in planning a digital strategy. It can lead the strategy to answer the challenge in convincing the audience. It can lead what media placement should be. By create a communication that lead, the result could be high impact with minimal expense. Beside MICE (Meeting, incentive, convention, and exhibition) industry, this kind of approach is suitable to apply in many industries, such as:

• Sport Related Event
• Property
• Automotive

So, have you identified your product customer path? And, if yes, what channel you used in each path? Imagine, that you can achieve your goals if you optimized the communication in each path.