Challenge: How to create a unique event promoter ad campaign

Nancy Nally, an account executive from Viamedia, has been using AdMall on and off for nearly 20 years. Nally knew that the sales tools provided would help her when it came to creating an event promoter ad campaign.

“[The company] is a promoter specializing in African American comics and musical acts,” said Nally.”

They were facing challenges making a budget work efficiently to maximizing ticket sales.

Solution: Turn to AdMall’s AudienceSCAN profile

To create an event promoter ad campaign that would be effective, Nally turned to AdMall’s AudienceSCAN profile on concert goers.

“AdMall helped me gain credibility with [the] concert promoter,” said Nally. “Providing information on concert attendees to a concert promoter lofted me from an account executive interested in a quick [sales] to a trusted marketing consultant. The inclusion of AdMall data when I was providing zone maps and other initial requested information changed the conversation about how the cable buy should be built.

“The client hadn’t considered sports before, and, thanks to the AdMall data, the client added both MLB and NFL into their placement. That I had taken the extra step of looking beyond the avail as presented also meant that I was able to pitch digital to the client.”

Result: Trust and credibility developed, along with an annual sale

According to Nally, the AudienceSCAN profile was all it took to close the event promoter ad campaign that consisted of traditional cable advertising, along with OTT.

“Thanks to AdMall, an initial $2,000 placement in one market in one month turned into over $11,000 in five markets in two months,” said Nally.

Nally also had some recommendations for those who may know of AdMall but haven’t used it very much.

“I find AdMall wonderfully easy to use,” said Nally. “I recently described AdMall to an industry friend as if you could Google [specific data] and get a respectable report to put in front of a client.”

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 15th year, this in-​depth analysis of over 17,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Event Promoters

The success of operators in the concert and event promotion industry depends on consumers’ willingness to pay and attend live events and sponsors’ desire to enhance their brands through association with these events. The event promotion industry is comprised of two business segments:

1. Promoters of events who own or manage their own facilities.

2. Promoters of performing arts, sport, and similar events without facilities.

To produce events and build revenue streams, promoters often work with agents of professional entertainers, advertising agencies and local services such as caterers, rental equipment firms, rental space firms, and accommodation providers. In addition, promoters often seek funding or sponsorship from larger businesses to help offset the costs of the event.

Event promoters are estimated to have generated $35 billion in revenue in 2023. The live music ticket sales forecast for the U.S. for 2024 is $9.9 billion. Live music concerts generate about 69% of industry revenue and are proven to be the most lucrative and fastest growing events in the industry over the past 5 years.