In the live-event marketing landscape, success hinges not only on the execution of campaigns (and volume of ticket sales), but also on the ability to discover and decipher meaningful insights from the data gathered during a campaign. These insights enable marketers to refine strategies, optimize future campaigns, and ultimately sell more tickets.
Unfortunately, between various organic social media platforms, paid advertising channels, email and SMS marketing, data can be scattered, without a clear way to consolidate and understand it.
Thankfully, Audience Republic's gamified campaign feature offers a comprehensive view of live performance, along with actionable insights to event marketers. Here's a breakdown of the key metrics that should be on every event marketer's radar:
See sample of the full report here.
The overarching success of an event marketing campaign (such as a pre-sale, competition, waitlist or ballot) is measured by the number of registrations it generates. Audience Republic offers real-time tracking of both direct and viral registrations.
Direct registrations refers to the fans that have engaged with the gamified campaign directly, whereas viral registrations are those who have been influenced to engage and register for the event via the virality of the event being shared. Having visibility over these combined analytics empowers event marketers to gauge campaign effectiveness and make data-driven adjustments as needed.
Tracking the increase in social media followers during a campaign is instrumental in assessing its reach and resonance. Audience Republic’s gamified campaigns facilitate this by offering points in return for follows, these points can be geared towards the channels you want to grow the most. From an analytics perspective, these follows are are recorded per channel and consolidated, offering a tangible measure of audience engagement.
Email and SMS marketing both remain incredibly powerful tools for event promotion. Along with social media follower growth, Audience Republic’s gamified campaigns can be geared towards growing email and SMS opt-ins. With these analytics easily available in the campaign report, event marketers can gauge their reach, along with the effectiveness of their call-to-actions. These subscribers also serve as a valuable asset for future marketing endeavors.
The virality of a campaign is often indicative of its success. Similar to social media follows and communication opt-ins, Audience Republic’s gamified campaign points can be geared towards rewarding fans that share the event. On the analytics side, this enables event marketers to monitor the number of times a campaign has been shared and which platforms it has been shared across, providing valuable insights into audience engagement and their platform/channels of preference.
If the goal of a campaign is to increase the data points you have on your audience, then point scoring may be geared towards fans connecting third-party platforms like Spotify. This means their favorite artists and podcasts will be captured and sync directly to Audience Republic’s CRM.
In conclusion, Audience Republic’s gamified campaigns feature empowers event marketers to not only grow their audience, but also provides a 360 degree view of all the relevant marketing analytics to monitor and track. Enabling marketers to iterate and refine their strategies like never before.
In addition to gamified campaign metrics, utilizing Audience Republic’s CRM and integrated ticketing functionality unlocks a new realm of analytics for event marketers. With these in place, marketers gain the ability to attribute ticket sales directly to marketing activities. This level of granularity enables marketers to understand which campaigns, channels, or touch points are driving ticket purchases, facilitating informed decision-making and resource allocation.
