5 Ways to Ensure Your Digital Campaigns SELL Tickets

June 18, 2021
Caitlin Green Caitlin Green

This week, James Dale (managing director) and Ben Bunce (strategy director) of SINE Digital, met with an international group of arts leaders. We convened to dig deeper into what it means to run GOOD digital campaigns. There was a strong focus on social – where nearly all organizations are connecting with and attracting new audiences. Here are a few key takeaways (the details of which are nuanced and important, and best shared with by our colleagues at SINE, you can reach them HERE but these are a good start).

  1. Turf wars. There are three big data companies whose philosophies and territorialism will impact the ways you can (and should) set up your campaigns. From Apple’s changes in iOS, to likely shifts in Google’s policies, and the massive market share Facebook holds, you’ve got to optimize your campaigns now to clear current hurdles and anticipate new ones. This includes how you set up your Facebook tracking – use all 8 events, and come up with a platform you can stick with – changes can result in data loss for a few days.

  2. All campaigns should create CONVERSIONS. If you (or your agency) is separating “brand” spend from “sales” spend, stop. Everything you spend, particularly with limited resources and staff, must be designed to create ACTION from your customers. Register, buy, subscribe, give – let’s measure success in activity in your database not on your social pages (likes, shares, comments). Optimize for conversions, not impressions. EVERY time. The one exception here is if you have an event or product that sells itself – the most amazing blockbuster you can imagine. Then go full bore on brand spends – but let’s be realistic, how often is that the case?

  3. Digital can and should talk to different people differently. Yes, segment your digital campaigns. If you serve, or seek to serve, audiences that don’t all behave similarly and have the same values, then why aren’t your digital campaigns reflective of that? Likely because of scarce resources, short timelines and limited capacity for building content. I get it. And yet, I strongly recommend investing here—you’ll learn more about what’s working (and for whom!) in your acquisition campaigns after just a few months of segmenting your digital appeals.

  4. Digital marketing can’t stop with ads. Your WEBSITE is as important, likely MORE important, than your advertising assets. If you’ve created thoughtful, engaging, digital acquisition campaigns that speak authentically to different audiences, but then they all land on the same page and buying a ticket takes 2-clicks too many, you’ve lost a sale from a previously enthusiastic buyer. Consider having multiple landing pages for an event that speak to different key segments. Family buyers and life-long Star Wars fans might both be interested in your John Williams concert – but are they coming for the same reasons? Likely not. Tailor your website accordingly.

  5. Test it. You’ve heard this from us, and we heard it from SINE – test your campaigns and be ready to change course when it isn’t going as planned. Increase spend, change spend, build new assets, adjust your calls to action, or tweak segmentation. The biggest benefit to digital campaigns is the robust data you can collect – immediately after you launch. Data will help you make smart decisions that have positive impacts to your budget, revenues and patron relationships. Use the data! Analyze it and plan accordingly for what you’ll do differently next time. If we don’t learn from and act on all the AMAZING data we collect, then who needs it?

Running a good, a GREAT, digital campaign is a lot. And you’re already doing a lot. But if you have questions about your audiences, goals to change who’s coming, and a necessity for successful acquisition campaigns this year – then digital is worth prioritizing. Take something else off your list, and move digital strategy and measurement to the top.


We can help you review your omni-channel acquisition campaigns.

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Caitlin Green, Client Engagement Officer

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