Event advertising comes down to three numbers: how many of the right people you reach, how many of them respond, and what each response costs. We have been promoting events and consumer shows since 2009, and the results are the best way to show what works. For ShowSpan's consumer shows we drove over 4.7 million impressions and 23,304 RSVPs. Lowell Area Chamber events brought in 18,546 RSVPs. The Richmond Heritage Festival reached 92,956 people, generated 3,411 RSVPs, and attendance grew 3.9x.
Here is what those campaigns have in common.
A timeline that matches how people decide
Knowing when to start event ads is key and varies a bit by what type of event it is. We start many of our event campaigns about 4 weeks before the event. However, event campaigns can start much earlier than that if registration is required or there are limited spots. We can help you decide when to start your campaigns.
Geography first
An event has a natural draw radius, and every dollar spent outside it is wasted. We build targeting around how far people will actually drive, which changes with the event type.
Match the media type to the platform
Static images often outperform video on Facebook ads, but video usually beats static images on every other platform. Having a solid mix and knowing how to use each asset is the biggest piece that contributes to the success of a campaign. Our photo and video team builds those assets.
Keep the interested engaged
Posting useful info and tidbits in the discussion section of your Facebook event page is often underutilized by businesses. Most times, when a business posts in the event, people who are interested in the event are notified, which creates a great way to keep people engaged.
If you promote events or shows and want numbers like the ones above, we would love to talk.