Brace yourselves—Cyber Monday is coming. With less than a month away, venues and event promoters are here to remind you that concert tickets are no exception when it comes to the year’s best deals.
Whether you’re a consumer or business, this time of year creates an overwhelming sense of urgency. No one wants to miss out on those once-in-a-lifetime deals! And for businesses that generate revenue digitally, Cyber Monday is hands-down one of the biggest days of the year.
In recent years, venues and event promoters have jumped on the Black Friday and Cyber Monday bandwagon, offering a saner alternative to waiting in lines and getting trampled in store aisles. If you’d rather skip the brick-and-mortar madness this year, live entertainment is your ticket. Holiday Hint: Concerts are an excellent gift for those who value experiences over material things. Research even suggests they’ll make you happier in the long run.
So here we go! We’re rounding up the best Cyber Monday campaigns from last year to show you how a few of our venue clients—Ruth Eckerd Hall, BOK Center, and The Majestic Ventura Theater—used ToneDen to crush ticket sales:
Ruth Eckerd Hall
Ruth Eckerd Hall is a performing arts venue and concert promoter based in Clearwater, Florida, with an incredible family of venues that collectively make up the Ruth Eckerd Hall Experience—fulfilling its mission to “change lives through performing arts.”
For one of their venues, Nancy and David Bilheimer Capitol Theatre, Ruth Eckerd Hall ran a Cyber Monday conversion campaign on Facebook and Instagram. For a day and a half, they offered a hot deal on tickets with a compelling call-to-action—50% off select shows!
With a budget of only $45, ToneDen’s audience building tools were split among people who visited their website and page likes of Ruth Eckerd Hall and Capitol Theatre. This budget was automatically reallocated to the audiences driving the most revenue:
Ruth Eckerd Hall reached almost 4,500 interested ticket buyers and added $3,230 in revenue, a 71.8x return on ad spend—making an astounding $72 for every $1 they spent. Not bad for a 36-hour campaign!
The BOK Center is a multi-purpose arena and a primary indoor sports and event venue in Tulsa, Oklahoma that seats 19,200. That’s a lot of tickets! While the volume might intimidate some marketers, the BOK Center seizes the opportunity, thanks in part to ToneDen.
Last year, the BOK Center ran a traffic campaign on Facebook and Instagram that lasted for just one day offering huge discounts on tickets while supplies lasted.
With a budget of $44, ToneDen’s audience building tools were split among a handful of audiences including people who visited the BOK Center’s website, page likes of the BOK Center, and lookalikes of page likes for that page.
BOK Center added over $4,300 in revenue, a 98.6x return on ad spend. For every $1 they spent, they made $98! It gets even better, ToneDen’s budget optimization helped them make an additional $565.55 by shifting their budgets to higher performing audiences and ads.
The Majestic Ventura Theater
The Majestic Ventura Theater, located in Ventura, CA, recently celebrated its ninetieth birthday. Since 1928, the stunning Spanish Colonial Revival building — originally a movie palace — has welcomed an impressive lineup including The Ramones, Ray Charles, Willie Nelson, and Bruce Springsteen. Last December, The Majestic offered a deal that couldn’t be beat—2 tickets for $50 to see Iration, a local reggae band (and fellow ToneDen customer).
With a budget of just $25, ToneDen’s audience building tools were split among a handful of audiences including people who visited The Majestic’s website and an interest audience based on Iration. The Majestic added $986 in revenue, which resulted in a 38.7x return on ad spend. For every $1 they spent, they made almost $38!
What All These Campaigns Have in Common
The busier you are, the more precious time becomes—especially for event creators juggling multiple events. With Cyber Monday, when you’re working within a campaign lifespan of less than a day, you can’t afford mistakes. Wasting time or money by advertising to the wrong individuals could seriously hurt a performance’s revenue.
With ToneDen’s budget optimization algorithm, these budgets were automatically steered to yield best return on ad spend. This meant ToneDen automatically found the best available audiences across their ad sets to take their dollar even further, saving them time and money. As Erin Null, Digital Marketing Coordinator for Ruth Eckerd Hall puts it: “ToneDen is always helping and monitoring and allowing us to get the best out of this platform, and it makes a huge difference. It’s something I can come back with my team that I work with and tell them that this is a good investment that we’ve made.”