objective: ticket categories · 2.88% (avg.); 33.56% (max) 1:5 (cpa = less than 1/5 th of average...
TRANSCRIPT
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TEDxJaipur is a platform that is home to ideas that inspire people and provides an opportunity to tacklesociety’s toughest questions with INNOVATION, ENTERPRISE & OPTIMISM.
5 YEARS8 EVENTS
60 LEADERSACROSS THE GLOBE
Limited Access Pass Full Access Pass
TICKET CATEGORIES
OBJECTIVE: To sell 250 tickets for TEDxJaipur 2017
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EVENT MANAGEMENTSOCIAL MEDIA
CHALLENGES
LOW AWARENESSLIMITED TIME
WEBSITE
PLATFORMS USED
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AGE GROUP18-55 years
GENDER
Male, Female
LOCATION
Currently living in Jaipur
INTEREST BASED TARGETING VARYINGaccording to speakers & messages
TARGET AUDIENCE
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STEPS
AWARENESS
INTEREST
CONVERSION
01STEP
02STEP
03STEP
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CAMPAIGN STRATEGIESCAMPAIGN STRATEGIES
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CAMPAIGN 1
AWARENESS
Campaign
BOOK NOW
Book Now link with every post Boost prominent/high-performing posts
19
DAYS
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25 posts on Social Media
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CAMPAIGN 2
INTEREST
Setup Event Page Promote Event tomaximize reach
Regular page updatesensured people interested
in the event get notified andthus, reminded, every time
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Retarget ad for Tickets Bookings to people showing interest in the event
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CAMPAIGN 3
CTA
Set up Facebook third party ads to boostticket-sales directed to the ticketing platform
Identify high performing content(popular speakers / performers);target ads to their interest groups
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Strategic ad messages to convey a sense ofurgency in the last week for people alreadyaware of the event, but still deciding on buyingtheir tickets.
Speaker: Laxmi Agarwal
Example:
Audience: Activists and people interested in AcidAttack cases, pledges, support groups and NGOs
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OPTIMISATION STRATEGIES
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LINK TO EXPLARA EVENT PAGE
Strategy 1
To same audience and creative, we tested BOOK NOW button
With link toEXPLARA TICKET PAGE
BOOK TICKETS
TEDxJaipur 2017TEDxJaipur 2017
REGISTRATION
STEP 1
STEP 2
STEP 3
STEP 4
PAY NOW
With link toEXPLARA EVENT PAGE
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The latter garnered more conversions,as it allowed the users to take a second look
before arriving to a decision.
RESULTS
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Targeted lead database with
EVENT INVITATION ADS.
Once they responded to that,
THEY BECAME
LINKED TO EVENT.
PAID WITH ORGANIC (FACEBOOK EVENT PAGE)
Strategy 2
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RESULTS
People received a notificationwith EVERY EVENT POST and
remained engaged with theevent hereafter.
This reinforced message,ultimately boosting conversion.
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Targeted general audience with
GENERAL PAGE LIKE ADS.
Once they liked it,
THEY BECAME
LINKED TO THE PAGE.
PAID WITH ORGANIC (FACEBOOK TEDxJAIPUR PAGE)
Strategy 3
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RESULTS
People received an updatewith EVERY PAGE POST andremained engaged with the
page hereafter.
This reinforced the message,ultimately boosting conversion.
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TAILORED EVENT PERCEPTION
Strategy 4
Introduced the event to GENERAL AUDIENCE by two ways
Used most POPULAR SPEAKERS
as the FACE OF THE EVENT
Portrayed event as a TALK SHOW
with a HEALTHY DISCUSSION
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POPULAR SPEAKERS
as the FACE OF THE EVENT
TALK SHOW witha HEALTHY DISCUSSION
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RESULTS
While the ‘talk show’ perspective aided quick conversions (REGISTRATIONS),as they were already well-aware about the type of event.
REGISTRATION
The most popular speakers, being from entertainment industry, made people react andSHARE posts, building awareness.
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The Numbers (ROI)
No of tickets sold in each category
Total tickets sold online
Cost Per Acqusition
275
INR 218.18
INR 1.88 (avg.); INR 0.37 (min)
Click Through Rate
Cost Per Click
2.88% (avg.); 33.56% (max)
1:5 (CPA = less than 1/5 th of average sale amount)
INR 244000
INR 93000
INR 337000 (Total sale amount)
1225.45
244 X 1000
31 X 3000
Total
Average return per customer
ROAS (Return on Ad Spend)
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ACHIEVEMENTS
3 DAYSbefore the
event
2 DAYSbefore the
planned end
date of the
campaign
Tickets were sold out on 23 February 2017
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INTERESTING TRIVIA
1First TEDxJaipur event ever to be
SOLD OUT in advance
2
Because of early-halt of campaign,
actual BUDGET UTILIZATION WAS 9% LESSthan the initial allotment
3Tickets to be sold through offline channels had to be
withdrawn as ONLINE CHANNELS OVERSOLD
5ONLY 5 of the total tickets
sold were bought offline
4Facility for ON-THE-SPOT REGISTRATIONS
also had to be WITHDRAWN for the same reason
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