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One of the Best Marketing Tools that You’re Not Using

We get it. We understand your pain. You worked so hard to organize an amazing event, but no one told you how hard it would be to promote it. You’ve posted the event to Facebook, you tweeted, you posted flyers and then… crickets.

You may not realize it, but we have a one-of-a-kind solution. We send out thousands of physical tickets, all across the globe. And everywhere our tickets go, your message can go. This is an excellent tool to use to promote your event, business or nonprofit.

Imagine a music fan excitedly opening an envelope with the ticket she ordered. Inside, in addition to the eagerly anticipated ticket, she also receives a special message from you.

You can target a specific geography or event type – or both. However you choose to target, rest assured that your message will arrive to the door of a happy person. It’s like wrapping your ad in a present.

This is a more effective tactic than the majority of alternative advertising options. Digital advertising is costly, complicated to manage, and imprecise even with the most sophisticated targeting. In today’s world, people have limited attention spans, and given the volume of “noise” ads compete with, there’s a good chance your prospect won’t even see your message.

Not the case with ticket ad inserts.

Ticket ad inserts are one of the most powerful tools for event promotion because it is guaranteed that your target audience attends events.

Our Ad Insert Program doesn’t only help event promoters promote future events; it is an effective way to the spread awareness of anything. A freelance illustrator can get their name out there by sending prints to a whole city. A new small business can send a coupon to an entire zip code promising 20% off; a festival promoter can send a flyer to music fans in their state. The opportunities are endless.

Ways You Can Target Your Inserts:

  • zip codes
  • whole states
  • cities
  • event type
  • your event
  • or any combination

You don’t even need a Brown Paper Tickets account.

When we first launched the program, we sent out the below insert to announce it. But your inserts could be anything—your creativity is the limit.

Just print your ads, mail them to us, and we will insert them into the ticket orders you target. Heck, we can even bundle ticket orders in with a larger piece, such as a brochure or a greeting card.

Best of all, your content will be exclusive to the ticket orders you target. No sharing space with other advertisers like with those big packs of mailed coupons. And also unlike those coupon packs, no one is going to throw their ticket order into the garbage—the buyer is practically guaranteed to look at your ad. Not many marketing tools can boast that.

We’ll Help You

We’re happy to talk you through your campaign idea and recommend targeting options. We can also help you determine how many ads to print up for your specific needs and locations so you won’t waste money on printing costs.

We’ll be with you every step of the way to make your campaign a success. Let us help take your message everywhere our tickets go.

More info, pricing, and instructions.

Event Tips >

How to Create Marketing Personas for Events (And Why You Should)

Throughout my illustrious career as a marketing word weaver (copywriter), I’ve heard some variation of this line: My product is for everyone. My young adult fiction novel is for … everyone. My charity 5K is for anyone who can make it.

Where’s that facepalm emoticon?

Whether it’s an event, a product, or a one-act play, start with your tribe, the people most likely to be interested. Lucy, the thirty-something mother of three might not be into your late-night EDM festival, but your start-the-day, wake-up rave with full juice bar? She’s there. (Heck, I’m there).

Find your event’s target audience and create marketing personas so that you’re serving digital content in the right places to the right audience, and also so that you don’t waste time (and money) pursuing those likely to skip.

Start with Current Attendees

Consider your last event. Who attended? What were they wearing? What were they doing?

Were they glued to phones or carrying around moleskin journals? At the events I attend (book readings, tastings of any kind, live music and comedy), most people are kind of like me.

This isn’t to say they have the same physical attributes, but that they are in the same life stage, consume similar media and generally share interests.

Write an Event Questionnaire

Write an event questionnaire to find out more about your attendees and use the responses to inform your personas and your social media targeting.

Ask what region they live in, what interests them, what they read and listen to. Use this info to tighten up your social media advertising. If people aren’t flying to your festival from out-of-state, don’t waste money on a national campaign. Narrow your advertising to within a drive-able range until it grows.

Lastly, be brave and ask what you could do better. Some feedback might feel like a punch in the gut, but resolve to take a “know better, do better,” approach.

The Data Dig

Use insights from your social media platforms to clue you in on your demographic. The data will tell you what region your attendees come from and you can tell what posts are working and what aren’t based on how many people engage with them. Find out what key terms your attendees used to find your events.

Optimize your Facebook event and your Brown Paper Tickets’ event page to include those key terms and definitely try to use them in the title. Blueberries & Rolling Pins isn’t likely to be found in a search, but Blueberries & Rolling Pins Pie Making Class is much more SEO-friendly.

Write Event Marketing Personas

Before you design flyers or write your event description or pick your marketing channels, create up to three personas using your research.

Include standard demographic data, such as age, salary, location. Look for photos in the public domain that match this fictional person. Give them a name and include their values and motivations.

If you’re starting a series of cooking classes for example, marketing personas will help you identify whether you’re marketing to a “Johnny-who’s-never-cooked-before” or “Cheyenne, a whiz in the kitchen psyched to brush up on her techniques.” Or say you’re working on messaging for a music festival—are you marketing to GenX Jimmy or Micah the Millennial? Jimmy is more likely to see your flyer, while Micah would more likely be brought in by your event’s Insta story.

Sure, you might want both to buy tickets, but narrowing down your audience will help define your marketing channels and the language you use to communicate. Pick one persona as your target and the others as your secondary audiences.

Once the persona is created, speak directly to them in all of your social media posts and in your event description. However, avoid exclusionary language–you’re not trying to make people feel unwelcome, you’re custom-tailoring your marketing.

Rely on what motivates your persona (saving money, helping others, escape) and speak to that.

Here’s an example:

Example: Hey moms, have dad watch baby for a change and relax at our spa weekend…

Vs.

Hey, need a break? Come in for well-deserved R&R at a special spa event. The palm trees are a’swaying… 

The first example makes a number of assumptions and doesn’t feel inclusive. The second speaks to what most appeals to the persona (escape).

Run an A/B test to see what messaging resonates better with your perspective attendees.

Keep Interest

Now that you created your persona, keep them engaged by refreshing your content and offers. Make an offer that speaks to their values.

If they’re more budget-conscious, offer discounted tickets. If they’re active on social media, create a ticket giveaway contest on their preferred channel. Consistently post third-party content from websites they’re most likely to read.

What did you name your marketing personas? That’s the most-fun part.

 

 

Event Tips >