Imagine That: It’s Not Just About Ticket Sales!

In 2018, Imagine Music Festival was met with a critical decision. Their first option was to continue to power their ambassador program with the same tool they had used historically, an option that was focused solely on ticket sales.

Or…  

Imagine had an opportunity to engage outside-the-box thinking and select a new program that would maximize ambassador team efforts through a highly-engaged network of music fans, social media integration, and advanced field marketing tools.

The choice might have been difficult, but the outcome was clear! On-boarding SocialLadder (and stepping away from the expected approach) proved wildly successful for their fans and paid off in a big way for Imagine. Not only did it give their ambassador manager the tools to track the team, it also gave the fans a fun way to stay engaged.

tickets-banner-1260x500

What were the keys to Imagine’s success? Utilizing the “ImagineNation” street team alongside the SocialLadder network allowed SocialLadder to run in tandem with the festival’s competitive ambassador program.

Similarly, the vast SocialLadder toolkit was used in driving social media engagement, field marketing, and innovative rewards that resulted in the following intrinsic upside for fan ambassadors:

  1. Fans were brought together in a cohesive, active fan-focused community
  2. The program helped to widen fans’ reach and social circles
  3. Fans were rewarded with elevated experiences for their efforts

And for Imagine, the increased engagement resulted in a program that produced THREE TIMES the ticket sales revenue than the competitor’s campaign did.

gallery-group-2-536x449

The biggest win for the promoters was that 80% of the ticket sold by ambassadors to their friends were NEW ticket sales by buyers who had never purchased a ticket before.

The results were staggering:

  1. 682 Ambassadors Completed 16,673 fan engagement challenges
  2. In 100 days, more than 22 Million native social impressions were generated
  3. SocialLadder ambassadors were responsible for nearly $800K in ticket revenue

Optimizing the ambassador experience was a key driver in the success of the SocialLadder Imagine Festival program. SocialLadder made it fun for fans to be ambassadors. By giving fans more than just selling tasks, they were able to be rewarded for being active and engaged in the community.

Top ambassadors unlocked once in a lifetime experiences that will ensure their return in 2019.

HOW THE MET PHILADELPHIA GOT BOOTS ON THE GROUND

Word-of-mouth is the biggest part of fan discovery, but it isn’t always online

The Metropolitan Opera House, Philadelphia’s recently restored Live Nation venue, reopened its doors after a massive transformation at the end of 2018 as a state-of-the-art venue, kicking off the season with a grand opening that had Bob Dylan on the marquee.

The venue, a historic landmark in North Philadelphia, was originally built 110 years ago. After operating as everything from the site of radio broadcasts to a church, it eventually closed its doors in the late 1990s. Two decades later, the Met was in need of a new owner with a big vision and some TLC.

In December 2018, after undergoing a $56 million renovation, The Met emerged with a killer lineup — Bob Dylan, John Legend, Mariah Carey and more — but like many new venues they needed help spreading their name in order to be rediscovered.

Starting from scratch, the Met took a grassroots approach to promotion over the summer of 2018 to drive buzz around their opening and generate excitement in the region. In order to do this, the Met worked with SocialLadder to build promotions from the ground up. Street teams and grassroots marketing groups were deployed in the Met’s nearby areas, putting boots on the ground in the pulse of their neighborhood.

With SocialLadder’s help, they were able to recruit and mobilize these teams, create accountability in the field, and track all activity from one system. This resulted in the creation of an actionable network of ambassadors that could be leveraged year round, and a full room opening night and beyond.

met

The #1 reason people don’t attend events is because they don’t know they exist. Here are our 3 tips for having a successful street team to cut through the surrounding noise and get your events on your neighborhood’s radar:

  1. Make reporting easy
    • Team reporting is important data, but its collection shouldn’t be a tedious task; make this simple for both your team and yourself.
  2. Keep your goals attainable
    • Assigning tasks that are both fun and realistic will keep your team engaged and motivated
  3. Fans of your venue are your strongest advocates
    • Identify your top fans – the people who know your venue best – and activate them into promotional voices

The biggest headliner you’ve never heard of

Think about your group of friends. There’s usually that one person who always seems to be coming up with something to do — picking the restaurant, finding a new destination, or suggesting the next festival to attend. This is the planner — the one who convinces you to do something you may have no idea how to do and makes sure you have the time of your life doing it. Planners are the most important person to any event organizer, and luckily there is a way for organizers to harness their power and reward them for all of their hard work.

Firefly Music Festival realized the power of these fans and wanted to find a way to make them feel like they were a part of the festival’s planning process as a whole. By harnessing the power of natural planners, Firefly was able to create a robust program of 1,600 fans who became their biggest advocates. Then, using gamification, Firefly challenged these fans to start doing what they do best — round up their fans and make the plans.

stPdTC0s4dTqBrFWjRL3fbTreEx9oZi849hHUu0R.jpeg

In just 90 days, these superfans rounded up over 2,000 of their friends to attend the festival and generated 13 million+ impressions by creating content and sharing their tips for how to experience the festival better.

By creating a “home” for the planners, festival organizers were able to say “thank you” to these valuable fans by making them the headliners — hooking them up with elevated experiences that are generally reserved for the artists and sponsors like backstage passes & VIP camping upgrades.

So next time you’re stressing about finding the big name to bring people to your event, don’t forget about the real headliner: the planner.

Need help identifying them? Ask us!

SocialLadder Featured on Philly.com

SocialLadder’s recent Eventbrite partnership announcement has been featured on philly.com! Check out the story on their site, or read the text here:

SocialLadder, the Philadelphia-based live-events network marketing company, announced Wednesday that it’s partnering with Eventbrite, the event and ticketing platform, to integrate SocialLadder’s online ticketing technology with its comprehensive brand ambassador management system.

“Our partnership with Eventbrite means that the world’s largest ecosystem of event organizers can now discover new fans and seamlessly access the power of word-of-mouth marketing to increase tickets sales and drive buzz,” said Raavi Iqbal, CEO and cofounder of SocialLadder.

This is the first on-platform extension for an ambassador marketing program to be built on Eventbrite’s third-party API. The integration allows event organizers to activate peer-to-peer marketing in one click by giving them direct access to SocialLadder’s network of on-demand ambassadors, and enabling attendees to secure tickets where they hear about most events, from their friends.

“Eventbrite is focused on helping event organizers sell more tickets, and making the process of buying tickets as easy as possible, regardless of where people discover those events,” said Scott Van Brunt, head of partnerships at Eventbrite. “Events are inherently social, and the integration with SocialLadder helps event creators sell out their shows by tapping into the networks of the most influential fans through the power of ambassador programs.”