Maximizing Your Advertising Strategy for Upcoming Shows

Kai
Dec 13, 2024
3 min read

Updated: May 4

I know a promoter who thinks he's a Facebook ad genius, but his strategy is about as solid as a house of cards in a hurricane. According to him, he's got it all figured out. Sure, he might see some results, but I'm pretty sure a big chunk of his budget is just vanishing into the digital abyss. It's like watching someone try to fill a leaky bucket with water—painful when cash is tight. If his strategy only "kind of works," it's about as useful as a chocolate teapot. In the end, it's going to cost him more than he bargained for, and that's no laughing matter.

Preparing for the Epic Winter Battle!

As I prepare for the January and February shows, ticket sales have been filling steadily over recent weeks. We aim to sell a total of 1,300 tickets across five big shows. This is a target worth pursuing! Some venues need more attention than others, primarily due to their location, rather than the show itself. It's clear that there are enough potential attendees out there. My job is to identify these individuals and guide them toward our events.

Looking at the numbers, we can approach advertising in various ways. Each show has its own advertising budget. However, spending that budget too early can lead to unprofitable events. Fortunately, I have smaller pub gigs that contribute to monthly advertising funds. My primary goal is to ensure everyone receives their promised fees.

The Complexity of Advertising

Occasionally, a show will sell out quickly, eliminating the need for additional advertising. This allows us to allocate funds to shows that require more support. However, there are instances where we invest more than we should, and ticket sales still remain stagnant. Spending £100 might improve reach and visibility, but at least five tickets must be sold to break even. Anything less may lead to losses.

I recall running an ad campaign for five days that garnered lots of views and clicks, but no tickets were sold. After spending at least £100, I realized that my ads were targeting the entire UK—not helpful at all for localized shows. It was frustrating. Now, whenever I see an ad for a kebab shop in Edinburgh pop up on my feed, I reach out to them, jokingly saying, "Hello, fellow eejit!"

Understanding Local and Regional Advertising

When it comes to regional and local advertising, it's easy to assume that everyone knows about my business and shows. After all, I post in community groups. However, many individuals who aren't active members won’t see these posts and are often unaware of what we do. Even if they do know, missing out on a show doesn't faze them, so timing is crucial.

Another factor to consider is that the holiday season often prioritises gift spending over entertainment, slowing down ticket sales for shows next year. People are less likely to buy tickets during this time. The good news is that there are four weeks after the festivities to reignite interest and boost sales.

The Seven-Day Learning Phase

My plan is to prepare everything for a seven-day learning phase, starting January 1st. This period is essential for Facebook, as it helps identify the appropriate audience for effective advertising. Can it be done in three days? Is seven days the magic number? From my experience, it requires investment. If you significantly edit the ad during this learning phase, you’ll have to restart the process.

This is one of the social media graphics I'll manually distribute to groups in Beccles and Attleborough. The visuals are sharp, and the colour scheme works well. This is a show I would attend without hesitation.

I often find myself including too many words on graphics, thinking it will capture attention. However, I suspect this might confuse Facebook's bots. I've put together a simplified version that still needs fine-tuning. This will be part of a larger campaign featuring various images and adjustments. I deliberately left the website address off to improve social media reach. I also prefer to avoid black backgrounds, as they're commonly used and lack originality