Marina Theatre
Case Study: Paid Advertising, Meta Ads
Promoting Shows
Soaring Returns on Investment
Client Background
The Marina Theatre hosts its venue out to many shows each year. These shows that perform range from small community acts to performances that also hit the big stages.
The shows on display in this case study are already well established with decent digital image and video.
Client Goals
These shows performing have many goals.
Whether that's sharing their passion, the feel-good sensation of putting on a great set, or growing their following. Interacting with the community and ultimately selling tickets to fill up the auditorium and get "bums on seats.".
Client Challenges
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Limited Audience Awareness, without promotion a talented show can and will go under the radar.
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Selling a Niche Show, without targeted marketing they are broadcasting to people who aren't in the demographic
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Low ticket sales, even popular established shows will not sell well without promotion.
Paid Advertising Meta Campaigns and Organic Social Media Posts. Which were run on Facebook, Instagram, and Messenger.
I worked closely with the show promoters to ensure their brand was clearly communicated in all formats. This ranges all elements of posts and campaigns from imagery, video, and copy.
As previously mentioned the bulk of shows are established with imagery and video prior, so all they needed was an organized campaign with copy variations to the distinct areas of the target demographics that would be interested in buying tickets.
Some shows still held onto the past and wanted legacy marketing formats like posters, banners, mailers, and other physical formats which can't be tracked at all on many levels. (Var discount or QR codes.) Yes, they may get the occasional glance, but the odds are that the select few people looking at these legacy ads are not the demographic for the show's niche target demographic.
At that point, you throwing money to the wind, whereas with Meta Campaigns clients can see exactly where the money is going and what it is achieving.
Therefore I worked hard to deliver results for my clients' shows, results that can be seen. Ads that targeted the demographic for their show so only those who it was relevant to were seeing it. Whatever the client's budget I ensured the bulk of that was placed where they could guarantee measurable and transparent results.
The Solution
Results
Hard Numbers
The below data showcases results that we can achieve with the Meta Ads Paid Advertising campaign with a sample budget of £550, these campaign results are over the span of 14 days. For more information see the Discoslure and legal notice below the data.
Tickets Sold
191
ROI
941%
Net Profit
£5,180
Cost Per Result
£0.44
Average cost per ad result
Reach
32,241
Unique account views
Impressions
121,327
Total Views
CTR
3.39%
Clickthrough rate, Meta Average 0.9%.
Higher CTR is advantageous.
CPM
£2.94
Cost Per 1,000 views, Meta Average £11.20.
Lower CPM is advantageous.
Disclosure and legal notice. This is mock data. Disclosure: Unfortunately, I cannot disclose the exact metrics or KPIs of any client campaigns under my wing during my time at the Marina Theatre due to client confidentiality and legal formalities. Hence why only one set of mockup figures have been used, despite running tens of campaigns. Legal Statement: The data presented is Mock Data for illustrative purposes only and is not based on any real or actual data. Any resemblance to actual data is purely coincidental. This mock data is being used solely for the purpose of demonstrating a hypothetical scenario and should not be relied upon or used for any other purpose. The use of this mock data does not imply any endorsement or affiliation with any individuals, entities, or organizations mentioned herein.
KPI's
Key Performance Indicators
Made a huge boost to our revenue and online visibility
"I worked with Declan on several marketing campaigns and found him to be an extremely capable marketing professional. He has a strong applied knowledge of digital marketing and his expertise with our Meta ad campaigns made a huge boost to our revenue and online visibility.
It was a pleasure working with Declan on these projects and I’d happily welcome any future opportunity to collaborate with him again."
JASON VINEY
DAVID MICHAEL PRODUCTIONS