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The more the merrier

Social media can positively influence event attendance.

Good Times is an event management company based in Dunedin, focussed mainly on music events with audiences of between 400 to 2000. Its target audience is people 18 to 24 years old. Event Management student Dylan Bijoux worked with Good Times to identify how it might improve event promotion.

Dylan started by familiarising himself with the marketing strategies already used by Good Times. He also researched recent trends in event marketing, interviewed Good Times staff, and explored ideas with a focus group. Dylan recommended more ticketing options such as earlybird pricing and two for one deals, and using Instagram more.

A key opportunity was to improve influencer marketing, encouraging and supporting members of the target audience to build a social media following and share engaging information about events. Good Times was already offering free entry to an event to anyone who shared a post about an event and invited 50 other people to come, but this was not enough to keep influencers engaged. Dylan suggested Good Times consider creating a sense of community for influencers for example with opportunities to meet the band, special invitations and events, and perhaps a points reward system.

April 2020

Image credit: John Garghan, used under Creative Commons licence CC BY-NC-ND 2.0