Event Promotion Strategy

the mission.

Emerald Live is the hub for live music events, specialising in conceptual and immersive experiences. Using a love of the arts in London’s most innovative industry E.L strives to create unity through difference and a legacy that will see generations thrive.

The mission of the promotional campaign is to consistently fill the audience space with music consumers, event goers, music executives and influential professionals to further the careers of the artists and creatives involved.

the work.

Emerald Live committed to hosting monthly live music events in the heart of London. Promotional campaigns for each event would begin 4-6 weeks before the event date. Post-event campaigns would run for 1 week after each event.

I focused on the following areas to promote the events with the aim to reach Emerald Live’s business objectives listed above.

Website

I created a targeted website for the event to send online traffic to. The website featured SEO optimised content to translate the company ethos and used professionally-written sales copy to sell the events.

The site is used to promote Emerald Live as a social enterprise, their creative network and to promote and sell tickets to their events. Tickets could be bought via the website which enabled us to capture contact details which supported other aspects of the campaign including sending reminders and updates on news and future events. 

People could buy tickets on arrival at the event, however we incentivised people to purchase online with deals and competitions to make it easier for Emerald Live to forecast for their events and capture data more easily. This also guaranteed entry to the event incase of reached capacity. 

SEO

Each event would be integrated into the brands strategy to build long-term traffic activity by carrying out SEO and content creation. I listed the event on local listing websites to further promote the event while also building relevant quality backlinks to the website

I also utilised any third party relationships Emerald Live had to help promote the event, such as Certified UK, who featured it in their email newsletter and on their website.

Press

I implemented a continuous out-reach campaign to local and national music bloggers for exposure on the events and the talent hosted. I secured an average of 2 mainstream publications per year (such as Nation of Billions), and features in smaller local music blog sites throughout each year. I ensured that articles would include our social links and a call to action which included links to Emerald Live’s website, thus providing backlinks to the website. Each publication introduced E.L to new audiences and provided more data and content for the promotional campaign. 

I secured Radio interviews for the Emerald Live team at local radio station Reprezent to introduce their team and brand mission while promoting the up-coming event. 

Social Media

I launched a social media campaign across Instagram, Facebook and Twitter to generate traffic towards the website and ticket listing site, capturing details of people who wanted to attend. 

We promoted organic quality content, paid posts and advertised other non-published content to distinct audiences (restricted in two geographical groups, London and the U.K):

Current E.L. Fans - Emerald Live quickly built a large number of loyal fans who attended the events regularly. This group of people were also active on social media which made them a great first target. It was key to keep them informed on the event schedule and any other news or events Emerald Live had to offer as they were most likely to engage and attend. 

Artists’ Fans - The performers who were invited to perform had strong followings on social media. They were clearly interested in the artist(s)/musician(s) that Emerald Live was promoting and were potential event-goers which made them a key audience to target. We would assume that they would also engage with any promotional content of the performer. 

Additional audiences I targeted were:

• The venues’ online audience

• Targeted groups based on interest, age and geographical demographics across all social media channels

• Remarketing Audience (those who had visited our website and ticket links)

• Data collected on entry on the nights of the events.  

Throughout the campaign, we measured the performance of the individual audiences and adverts and optimised according to the number of people buying tickets and the cost of each one, which ensured every penny was spent in the best possible way – important on a limited budget.

Email Marketing

For each event we prepared and sent a pre and post-event email. These would include reminders, calls to actions for both sales and social media growth, ‘Thank You for Attending’ emails and Emerald Live brand updates. 

All of the traffic was tracked (using Google URL Builder) and sent to the website and ticket link. 

We also sent a reminder email the day before the event to everyone who had opened the email (and shown interest) and to everyone who had bought a ticket. 

This email ensured that someone who was interested in the event didn’t forget and miss out.