Tour Marketing Strategy - From Day 1 to Show Day

At Pensacola Bay Center, I marketed each tour visiting our venue with budgets ranging from 1k to 50k

I used each budget to place radio ads, billboards, TV ads, Social Media Ads, Google Ads, and more.

I started each show announcement with an email campaign, press release, social post, website feature, and display on our marquees. Followed by, all paid advertising. This is repeated for the Ticketmaster pre sale and on sale.

With each show I partnered with local non-proifit organizations, bars and restaurants and other areas of the community to give away tickets and spread awareness for the show.

I organized street teams to pass out flyers around town and at similar events hosted by our venue.

On the event day, I continued to market the show through email, website, and social media with “know before you go” content until the start of the show.

I monitored all social channels to help answer questions for our guests during the event.

I organized media visits for pre-show interviews and partnered with the tour representatives to run all VIP experiences.

Prior to the show starting, I provided each artist with a personalized gift from the venue.

We used a cross-promotion technique for some events, like Flo Rida and Jim Gaffigan. The venue gift to the artist was a personalized Ice Flyers jersey. The artists chose to wear their jerseys on stage, helping promote our venue hockey team.

During the show, I escorted the photographers, generated content on social channels, and acted as a house photographer.

After the show, I generated post-show surveys and created thank-you posts for all who attended using UGC and content gathered during the event.

Finally, I generated advertising reports to bill the tour properly and show how our venue effectively promoted the event.

The tables below show the social media growth that occurred from my start at Pensacola Bay Center until June of 2024

The tables below are snapshots of posts I generated for two different shows,

Godsmack with an organic reach of 54k and Keith Sweat with a paid reach of 400k

The two posts shown are the most successful posts on the Pensacola Bay Center page since its creation in 2013

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