You can hit crazy ROAS numbers if you slice the data thinly enough (some ad agencies only show you these thin slices). The real trick is to sustain a high average return on ad spend through the entire event marketing timeline. It’s even harder for an event with a year-long promotional time frame. Our client sustained an average ROAS of 8 for an entire year of sales to their four day festival.
Here’s how we reached an average ROAS of 8 for an entire year.
A large, Midwest, four-day music festival contacted us because they were looking to grow. For 8 years, they had promoted their event through word of mouth, radio ads, events and emails, but now it was time to expand.
We started working with them for a handful of weeks at the end of their 9th year. What we learned gave us the opportunity to massively grow their results for the 10th anniversary of the event and our second year working with them.
We tested many different campaigns during the 11-month promotional period. In particular, we looked at:
- Audience testing until we found the ideal interests and demographics
- Multiple iterations of creatives and copy
- Watching a variety of KPIs but ultimately judging the ad performance based on CPA and ROAS.
As we mentioned, you can slice individual campaigns and we did reach ROAS’s of up 31.43! But it is the entire Facebook advertising campaign results that truly matter. We produced an overall return on ad spend (ROAS) of 8.34! This includes all of the campaigns, including those that were for visibility and awareness, which usually do not produce direct sales.
Our client’s return on investment soared once they invested in expert digital advertising. The Nashville Marketing team gladly met the challenge of expanding their audiences through digital marketing.
Interested in learning how we can help you sell more tickets to your events?
