Objectives & Marketing Strategy

Develop a comprehensive advertising and marketing campaign focused on generating qualified traffic that can be converted into ticket sales for the Slava’s Snow Show performances.  

Marketing Strategy:

You can’t buy tickets for a show you don’t know exists. As a result, creating awareness among people who are likely to be interested is key. Using a multi-channel campaign that reaches the audience often and through a variety of touch points including digital display ads, social media, retargeting, search engine marketing and tactics such as special offers for weekday shows is likely the best way create and leverage awareness.

Green Dot recommends using local influencers as well as local publishers that list and promote events in and around Miami. In addition, a digital display campaign using the Quantcast algorithm to target behavior is likely to lift the effectiveness of display ads.

Social media is ideal for creating interest among various audience segments. Using Facebook Canvas we can show a variety of scenes from the show and tell as story about the experience. Video advertising on social is another great way to get people exited about a performance as they can see and feel the show’s entertainment value. As awareness builds, branded search ads will play a bigger role as well.

All traffic should be directed towards a custom landing page designed to support the marketing campaigns. The landing page will feature engaging images, testimonial quotes from critics, as well as the video and link directly to the ticket sales page. The landing page will feature suggested ticket packages and promotional pricing for weekday shows.

In addition, Groupon and Living Social could be leveraged to sell tickets for weekday shows that may have lower attendance than weekend performances.