Brought to you by the team behind Washington DC’s The Hamilton, The Soundry is Downtown Columbia’s newest venue & restaurant/bar. The 200–300 seat concert hall offers live music in an intimate setting, a stark contrast to the massive Merriweather Post Pavilion down the street. Known for its pristine sound engineering, the venue brings headliners and up-and-coming acts allowing for a unique experience with artists and the community alike.
“We’re really trying to grow the brand and make the local community and music lovers aware of us,” says Grace Lancaster-Goguen, Marketing Manager for both The Soundry and The Hamilton DC. “One of our main goals is reaching out to the community, cross promoting our businesses, and tying [it together with] that community feel.”
She’s utilized various methods to promote the new venue — everything from grassroots marketing to digital advertising — but the majority of her ad plans rely heavily on ToneDen. Small venues have small budgets. “It’s a really cost-effective, trackable way for us to get our shows out there,” says Lancaster-Goguen.
Lower Cost, Increased Returns
The Soundry recently ran a conversion campaign on Facebook and Instagram through ToneDen for jazz artist Slim Man (he’s won Best Jazz Vocalist of the Year at the Coachella Music Awards—third year in a row!). Reaching almost 5,000 interested ticket buyers, The Soundry sold 36 tickets and added over $1,576 in revenue, which was a 15.7x return on ad spend — earning almost $16 for every $1 spent.
With a budget of just $100, ToneDen’s audience building tools were split among a handful of different audiences including Interests Related to Artist, Lookalike of Page Likes, and All Website Visitors. Automatically reallocating the budget to the audiences creating the most revenue, ToneDen’s budget optimization helped The Soundry make over $168 more by shifting their budgets to higher performing audiences and ads. Take a look:
Lancaster-Goguen used to rely on Facebook Ads Manager, “It was so complicated, and not really beautiful or streamlined,” she says. “Now, I go into [ToneDen] and know exactly what to do — bam, bam, bam — it’s done.”
Her favorite feature? The Spotify Audience Building Tool. Engaging the right audiences — especially if you’re looking in all the wrong places — can be time consuming and expensive. With ToneDen, “It’s so much easier to really feel like you’re actually getting your message out there to the correct audience,” says Lancaster-Goguen. “Not just throwing a shot in the dark like I’m gonna put $100 on this post and say ‘Columbia, Maryland.’ It’s way more intuitive and detailed.”
“Since social media is the place to market these days, it’s just a no-brainer.”
Although Lancaster-Goguen is a veteran in the venue marketing industry, having previously worked at the North Charleston Coliseum & Performing Arts Center, marketing shows for two venues is hard work. With the help of ToneDen’s ad platform and automation tools, she’s been able to streamline the campaign creation process for both venues, stretch her marketing budgets even further, and help target the people that matter.