In July 2016, we began working with the Gdańsk-based B90 club on digital marketing. We were thus entrusted with managing two related brands: B90 and its affiliated online portal dedicated to alternative music – soundrive.pl.
It should also be noted that we had already been working with the club on software development since 2014, when we built a dedicated ticket sales platform – www.tickets.soundrive.pl.
Based on our analysis and discussions with the Client, we defined the following marketing objectives:
- increasing overall ticket sales;
- increasing the share of ticket sales through the dedicated ticketing platform (at the time, the club used around 10 different ticket sales channels, while tickets purchased through www.tickets.soundrive.pl accounted for approx. 50%),
- increasing the reach of content published on the Facebook page and user engagement,
- increasing the reach of content published on the soundrive.pl portal
The Social Network
One of the first steps we took was to conduct a detailed analysis of the brand’s target audiences and the advertising activities carried out by the Client to date
Following the audit, we decided to significantly reduce Google AdWords advertising budgets in paid social campaigns, considering it ineffective, and reallocated the budget to Facebook Ads. This proved to be a bull’s-eye – Facebook turned out to be a much better marketing channel for attracting interest from customers in the event-focused target group.
Next, we refined the previously broadly targeted FB Ads campaigns by interests and diversified them across a range of ad formats. We also implemented remarketing tools. After six months, our marketing activities were already based largely on custom audiences and retargeting ads.
You’ve Got Mail
At the same time, we worked on increasing the club’s involvement in resolving customer issues on Facebook.
Efficient customer service was intended to reduce the distance between the customer and the brand and improve the club’s image (which was already very good!). We invested in nearly 24-hour message support. The results were recognized through high positions in successive SoTrender rankings.
Less is more
We limited the number of posts to a maximum of two per day on the main profile, and also reduced the share of link posts in favour of dedicated graphics and videos.
We began publishing more content on the club’s event pages – content concerning individual events, unfiltered by the EdgeRank algorithm and presented to a narrowly defined target audience, was intended to increase its relevance to recipients. We also changed the communication style – the new copywriting approach was based on concise messaging enriched with emotional appeal and engaging questions. In addition, we limited promotion to a single ticketing platform.
New soundrive.pl
We built a new website for Soundrive.pl from scratch. The website attracted considerable interest.
Improving the information architecture, changing the coding language, and adding responsive design resulted in increased website traffic and, above all, increased the average time users spent on the website.
The results of our work
The first noticeable effect was a sharp increase in page likes and reactions to posts, as well as solid attendance at the first concerts we promoted together.
Ultimately, the organic reach of posts increased by more than 100% over 18 months, while the number of page fans grew by more than one third.Already in the first months of our work, we succeeded in redirecting sales to the Client’s dedicated ticketing platform. After six months, approx. 85% of all tickets were sold through tickets.soundrive.pl. However, the most impressive growth (which we should probably not talk about ;)) was achieved in overall ticket sales.
+ 100%
Organic reach of posts
+ 33%
Number of page fans
+ 85%
Organic reach of posts
+ 120%
Ticket sales through the in-house ticketing system
