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LiveNation Digital Marketing Plan
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NMDL Presentation
- 1. Digital Marketing Strategy By Megan Podschlne
- 2. Goals • Increase traffic on LiveNation website • More customers buying tickets through LiveNation • Fun and exciting image that attracts clients
- 4. • Expand on keywords • “concerts” • “tours” • “band” • Specific events • “Bonnaroo” • “Warped Tour”
- 5. • Much more targeted • Focus on individuals who work within an industry that relates to music • Concert promotions • Record companies • Venue staff.
- 6. • Target individuals who have expressed an interest in bands or events that are promoted by LiveNation • Updated frequently • Pre-sale and ticket sale events • Music videos, shout-out videos, pictures
- 8. Sweepstakes
- 9. Big Idea
Editor's Notes
- The goals for the LiveNation digital marketing strategy is to increase traffic on the website so that they can earn more money from advertisements as well as receive more artists and venues making connections with the company. We would also aim to gain more customers buying tickets as opposed to our competitor’s websites. LiveNation also thrives off of an energetic and youthful image that helps to attract clients and ticket-buyers.
- Our target audience will include individuals between the ages of 18 and 34 as they conduct nearly half of the internet searches for concerts and music festivals. As you can see in the other chart, there is no difference between the number of males and females that search this topic. Therefore, our target audience will be all-inclusive of genders.
- We can assume that LiveNation already has invested in Google AdWords. However, we should expand on this by increasing their targeted keywords to include popularly searched words such as “concerts,” “tours,” “band,” and well-known specific events such as “Bonnaroo” and “Warped Tour.”
- LinkedIn advertisements will be much more targeted as they focus on individuals who work within the music industry. This will include those who work for particular venues, promotional companies, and record labels. This will help to increase sales because people who work in the music industry are typically very passionate about it and, therefore, more likely to purchase tickets through us.
- Facebook advertisements will target individuals who have expressed interest in a band or event that is hosted by LiveNation. Therefore, whenever an individual “likes” a Facebook page related to music, we will be able to take full advantage of this.Our Facebook page should also be updated frequently to include important dates related to shows included when when the show is initially announced, when pre-sale tickets go on sale, a month before a show, and when a show is almost sold out. This will also offer a great opportunity to post music videos, artist shout-out videos, and pictures in order to increase attraction and excitement for events. Priority should be given to more popular shows although all shows should feature at least some social media promotion.
- LiveNation should create accounts and tags on other social media sites such as Instagram, Flickr, Twitter, and Pinterest in order to promote shows through photos and sweepstakes. We can also incorporate artists by offering a behind-the-scenes look at what goes into a concert.
- Sweepstakes allow individuals to gain interest in events that they easily may have overlooked in the past due to not enough interest or individuals wanting to save money. Just the possibility of being able to go to an event will make our audience much more excited about the event and more likely to buy a ticket, even if they don’t win. Winners are also likely to coerce friends into going to the show with them, as well, considering how much of a social experience concerts are. Sweepstakes are also likely to increase customer loyalty.
- A social media platform should be created allowing individuals to submit user-generated content to a site that is focused completely on concert experiences. Rather than scouring the internet for photos of shows, users will be able to subscribe to artists and events so that they can see any media that may interest them including videos, pictures, and descriptions of experiences. It will also allow for concert attendees to collaborate for carpooling and ticket sales rather than focusing on a Facebook event post. Photographers will also be able to promote their work for shows in which they have attended and eventually have their work featured on the home page.
- Our total budget should be roughly $500,000, as estimated by the number of clicks and cost per click for the aforementioned advertisements. We will also need to enlist a social media maven to create a site for photo and concert-experience sharing. The cost of the sweepstakes can easily be minimized by arranging even-ticket trades with artists and other partners.However, we must keep in mind that these costs will fluctuate seasonally as there are many more opportunities for shows in the summer months than in the winter, particularly when considering the popularity of music festivals.