- 1.4 million Views of Ad on LakeGeorge.com
- 20,584 visitors to Brewfest Landing page on LakeGeorge.com
- 4200 Clicks from Facebook Posts
When it comes to promoting special events, timing can have a major impact on ticket sales and attendance. If you promote your event too early then people may forget about it; if you promote your event too late, however, then those people who would have attended may already be committed to other plans by the time they finally hear about your event.
With the big event scheduled for early September, we started promoting the LakeGeorge.com Brewfest several months in advance through a combination of targeted online marketing channels and techniques. This included:
- Display Advertising in our Regional Online Guides
- Facebook Marketing and Promotion
- Displays Ads in our Regional Online Guides’ Email Marketing Newsletters
Local Online Display Advertising Increases Exposure for the Brewfest Event
Each day, our regional online guides – such as LakeGeorge.com, Adirondack.net, Saratoga.com, and Albany.com – attract thousands of people who are searching for things to do in the Capital District. Advertising space within the various sections of these guides helps businesses market their special offers and events to a highly targeted audience that is already looking for local events and things to do.
As part of the promotional campaign for the LakeGeorge.com Brewfest, we created a custom display ad which was placed in specific sections on our popular regional guides, including:
- LakeGeorge.com: Events Calendar, Things to Do, and Home Page
- GlensFallsRegion.com: Events Calendar, Run of Site (providing site-wide exposure of the event)
- Saratoga.com: Events Calendar and Things to Do
- Adirondack.net: Events Calendar
- Albany.com: Events Calendar
A specially designed mobile version of the ad was placed throughout the LakeGeorge.com, GlensFallsRegion.com, and Saratoga.com mobile websites to target people who were coming to these sites on their mobile devices.
In less than 2 months, this display ad was seen over 1.4 million times on our regional online guides and drove 20,584 visitors to the Brewfest’s landing page on LakeGeorge.com where potential attendees could quickly find more detailed information about the event (e.g. confirmed brewers, food vendors, bands, parking, venue, ticket information).
Leveraging Social Media to Reach More Potential Attendees
Social media is undeniably the new word of mouth. Platforms like Facebook and Twitter are now the place where people hear about fun and exciting things to do, places to visit, and events to attend. To help the LakeGeorge.com Brewfest tap into a highly relevant and engaged audience on social media, we promoted the event through our Adirondacks, Lake George, Saratoga Springs, Glens Falls, and Albany Facebook pages.
Marketing the Brewfest through our Facebook pages began in late July and continued right up to the week of the main event. Each of the 12 promotional Facebook posts included a visually engaging image, teaser information, and a link directing people to the Brewfest’s landing page on LakeGeorge.com. As if promoting the event on these highly relevant Facebook pages didn’t provide enough exposure already, we also cross-promoted several of the Facebook posts through the LakeGeorge.com and Albany.com Twitter accounts.
Over the course of just a few weeks, these promoted Facebook posts received over 4,200 Link Clicks and drove a tremendous amount of traffic from Facebook to the Brewfest’s landing page.
Email Marketing Delivers the Announcement to Thousands of Subscribers
Email marketing can be an extremely effective tool for capturing your audiences’ attention. With several growing lists of email newsletter subscribers from our regional guides, local businesses can place an advertisement for their events, deals, and special promotions in these monthly email newsletter campaigns to reach a highly targeted group of people.
Between July – September, the Brewfest’s ad was featured in 3 monthly newsletters which were sent to our LakeGeorge.com, GlensFallsRegion.com, and Saratoga.com list of email subscribers. The early promotion helped put the event on peoples’ radar, while the ads in subsequent campaigns kept the Brewfest top of mind as the event date grew near. Each newsletter was opened by thousands of subscribers and helped drive more inquiries to the event’s landing page.
LakeGeorge.com Brewfest Sees Great Attendance
The 2015 LakeGeorge.com Brewfest was a major success, bringing in strong ticket sales and remarkable attendance numbers. Promoting the event with Mannix Marketing helped Bill spread the word about the Brewfest to a highly qualified audience, attract more attendees to the event, and let him get back to focusing on the many other details that go into creating a successful event.
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