Why PTP For Event Audience Development?
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PTP can hyper-target listeners by geography based on historical audio consumption.
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Very detailed campaign execution strategies by market, not just region.
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Focused daily management of campaigns to maximize reach/results, and to control budgets.
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Use of live videos to increase engagement & campaign performance.
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Combine artists, events, and partners (artists sponsorships, clients, label relationships, etc.) in messaging when possible to generate lift for all.
CASE STUDY: Old Dominion Tour Date
Goal:
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Artist management wanted to increase sales for a Long Island concert tour date for the band Old Dominion in a region where the density of Country music partisans in the population is limited.
Solution:
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PTP Marketing SocialBounce campaign targeting users with an affinity for Country music and a history of attending live concerts and events.
Results:
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On the last day of the campaign’s spend (two weeks from concert date), the traffic to the ticketing site was 150% of the seven days that followed the on-sale in May.
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During the campaign the tour sold 157% more tickets than the first seven days of the on-sale in May.
Traffic to the ticketing site was up over 400% from previous days. -
Multiple pieces of creative allowed PTP to maximize those that were most effective.
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The investment netted a 10:1 ROI (Ticket Sales: Expense
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There was a decline in traffic to the ticketing site once the campaign was complete.
CASE STUDY: Sneaker Convention
Internal Team vs PTP
Goal:
Client was launching a new public-facing event in the market for fans, collectors, and traders of Sneakers and requested we augment their existing internal marketing efforts.
Solution:
PTP Marketing SocialBounce campaign targeting users with an affinity for collecting and trading Sneakers, leaning into the vertical video social media placements TikTok, Stories, and Reels to match attendee demographics and consumption.
Results - Internal Team:
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Impressions: 351,028
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Reach: 137,249
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Clicks: 1,199
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UCTR: 0.87%
Results - PTP SocialBounce:
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Impressions: 500,431
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Reach: 233,528
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Clicks: 10,324
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UCTR: 4.42% (>5x internal)
CASE STUDY: Annual Country
Music Festival
Goal:
Improve sales and attendance for an annual radio station event that recently had seen declining sales and was featuring a weaker than typical artist line up.
Solution:
PTP Marketing SocialBounce campaign targeting users with an affinity for all of the major artists on the line-up, listeners of the host radio station, and previous attendees.
Results:
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After the first three weeks of the on-sale, the event sold 9,971 tickets for $618,202.
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For the next 20 weeks, before the event there were 8 weeks of no marketing and 12 weeks of marketing.
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In the eight weeks of no marketing, the event sold $164,176 in tickets.
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In the twelve weeks of marketing, the event sold $375,844 in tickets.
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The lift in the marketing weeks vs. non marketing was 228% equating to an extra $211,668.
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The total marketing investment was $18,000.
