Venue 578 Case Study
The Problem
Venue 578 was in the midst of a major transition. After 21 years, they were changing their name from Firestone Live to Venue 578. This required a comprehensive marketing strategy that included lots of branding, ads, social media, email marketing, and content. By improving their overall marketing strategy and execution, we would boost awareness of the shows and increase overall ticket sales.
The Answer
We developed a balanced marketing plan that required all of the venue’s channels to work together. For example, social media would drive traffic to website content that was created for email lead generation. Timely ads would be shown to people who visited the website, keeping the brand top-of-mind without annoying the user.
%
Content Creation
%
Social Media
%
Email Marketing
%
Facebook Ads
The Execution
The Blog
The blog was the main entry to the venue’s marketing funnel. Blog posts were written about each show and most performers, and then distributed through social media, Facebook Ads, and email. This raised awareness of not only the upcoming show, but the entire upcoming lineup.
Facebook Ads
Our Facebook Ad strategy was clever. The highlight of the strategy was our timely retargeting. Recent website visitors saw an ad about upcoming shows. Somewhat recent visitors saw an ad about our contests. People who hadn’t visited in weeks, saw a reminder to see the lineup. This kept the venue top-of-mind, while also driving email leads and traffic to key website pages.
Strong Social Media Presence & Listening
All social media posts had a purpose whether it was engagement, traffic, leads, event responses, or awareness. Every social media posts was consistent with the venue’s branding– hip, fun, and cutting edge. Our posting frequency was high, but not too high. Also, we had mechanisms for social listening which allowed us to interact with Orlando customers that didn’t follow us on social media (yet), but were talking about us.
Email List Building & Enhanced Newsletter
New email signups were primarily driven by our ticket contests and ticket sales. Every marketing channel was involved with building the email list. The email newsletter was stripped to focus more on the key call-to-actions. This increased clicks, and open rate over time.
Overall growth by percentage
- Website Traffic 40%
- Social Media Followers 32%
- Email List 27%
- Overall Ticket Sales 21%
It was a SUCCESS!
We set it out to grow Venue 578’s empire, and we did just that. Every single one of their channels grew by a sizeable percentage. Our efforts lead to increase in ticket sales both online and at the door.