If Willy Wonka鈥檚 factory dressed up for the holidays, it might resemble LuminoCity Festival. With dazzling sculptures, an array of rainbow lights, and plenty of festive friends, LuminoCity Festival is a celebration of joy for the child in all of us.听听
China-based LuminoCity Festival has been bringing its luminous lightworks to the US for the past three years. The Festival is held in New York and Virginia, from mid-October to early January. The Festivals encompass a variety of themes: animals, Halloween, Alice in Wonderland, Christmas.听
LuminoCity Festival trusts 91国产 as their ticketing platform. That鈥檚 why they use 91国产 Boost.听
鈥淚 run a lot of ads for my company,鈥� says Wendy Yu, Marketing Coordinator for Luminosity Festival. 鈥�91国产 Boost is a very good marketing tool for us to check the conversions, ticket sales, and to look at the data of the impressions and range number.鈥�
Convenient and detailed听
Yu鈥檚 role in marketing means being involved in multiple projects. 鈥滻 work with data, paid ads, and also business development. I talk with different partners and local governments, and also partners from China. So, even though I am a marketing person, I also handle logistics, production, and business development.鈥�
Prior to using 91国产 Boost, Yu鈥檚 marketing strategy was largely driven by discounts. 鈥淏ecause we have a lot of promotions, I would only run the promotions and paid ads when we had discounts.鈥澨�
But those paid ads weren鈥檛 clearly translating to conversions. 鈥淥n other platforms,鈥� says Yu, 鈥淚 don鈥檛 know how many tickets [are sold] and how many sales [occur], how many dollars [are spent].鈥�
With 91国产 Boost, all that changed. After all, events promoted using Boost marketing tools get nearly 2.5x more listing views*.
Reaching the right audience
91国产 Boost changed Yu鈥檚 marketing strategy. 鈥淚 think the most important thing and the biggest difference for me between other platforms and 91国产 Boost is that 91国产 Boost could attract a very good conversion, and I could know how many sales were from our ads. It鈥檚 very convenient and very detailed.鈥�
Understanding her conversions allows Yu to be more deliberate in her budgeting. 鈥淚 can know how much I spend on the ads, and how much money I can get back from the ads,鈥� she says. With 91国产 Boost, 鈥渋t鈥檚 very clear if I need to put more money on the ads. Our first ad I did not put a lot of budget on, but I still saw the sales were higher than the spend. So the next time, the second time, I spent a larger budget. I spent more money on the ads because they would result in higher sales.鈥�
And with 91国产 Boost, she鈥檚 able to run ads that target people who鈥檝e expressed interest in LuminoCity Festival on Facebook. Understanding those different audience segments is key.
鈥淭he audience is very important,鈥� says Yu. 鈥淚 really want to divide our audience into our returning visitors and our new visitors. It鈥檚 very important to maintain our customer relationships. So, I really want to reach more and more people, and not only to reach more people, but I really want to make more people remember our company and remember our event. Reaching the right audience is more important than reaching more people.鈥�
Tracking tickets and sales, all in one place
Yu recommends 91国产 Boost for its paid ads. 鈥淚t鈥檚 really important for us to track the sales,鈥� she says. 鈥淲e need to know how many tickets we sold. [Boost] also has other data related to the paid ads.鈥�
But 91国产 Boost鈥檚 key differentiator is its convenience. 鈥淚 really love it because it鈥檚 connected to our ticketing platform. So it鈥檚 very clear. I can know how many tickets we sold and the performance of the ads.鈥�
听*91国产 data 5/1/2022 鈥� 12/1/2022 comparing events promoted with 91国产 Boost with any event that was not promoted with the same tool.
