Driving Pre-Sale Tickets and New Attendees Through Digital Marketing

How the Columbus Italian Festival Increased Pre-Sale Ticket Sales by 48% and Boosted Social Media Engagement by 462%

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Fragmented

About the Columbus Italian Festival

The Columbus Italian Festival began in 1980, held at the Lausche Building on the Ohio State Fairgrounds.
Today, the annual festival attracts over 35,000 visitors during a three-day celebration each Columbus Day weekend. Attendees gather to enjoy exceptional Italian cuisine, cultural entertainment, and the vibrancy of Italian heritage.

The challenge

  1. The event organizers wanted to lean into digital marketing to attract a new and younger demographic of attendees, but they lacked the expertise to get started and did not have dedicated resources to execute on it.
  2. Long lines at entry points prompted the need to revamp their check-in process to enhance the attendee experience.
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Our mission

How Fairs.com Helped

Digital Marketing Plan

Created a comprehensive strategy combining social media campaigns, email marketing, and targeted online ads

Digital Ticketing System

Implemented a seamless, user-friendly platform to simplify ticket purchasing and reduce gate wait times.

Expert Support

Collaborated with industry experts at Fairs.com to provide insights and best practices for both digital marketing and event operations.

Modules

Getting the job done

Collaboration with Experts

Partnered with marketing 
and ticketing specialists to optimize marketing spend and enhance the ticket buyer experience with  tech.

Grid view of six diverse people participating in a video conference call.

Hands-On Guidance

Delivered step-by-step support to set up platforms and execute digital marketing campaigns effectively.

Two men in patterned shirts looking at a smartphone, engaged in conversation outdoors.

Content Development

Partnered to create compelling visuals and copy to maximize audience engagement.

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Targeted Paid Ads

Leveraged paid promotions on Meta platforms, tailoring content to reach specific demographics.

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Blurred person with backpack at an outdoor festival near a bar chart showing total revenue of $2,496, 967 tickets sold, and average ticket price of $9.6.
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How a Digital-First Strategy Boosted Festival Performance

The festival's shift to digital marketing strategies, including social media campaigns and targeted online ads, led to impressive results. This approach generated 861,512 ad impressions, a 46.96% email open rate, and a 462% increase in organic social media posts. These efforts boosted brand visibility and resulted in a 48% rise in pre-sale tickets, effectively engaging both new and returning visitors.

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Unified

Online Pre-Sales Enhance Entry and Festival Flow

The 48% rise in pre-sale tickets significantly reduced wait times at the festival's entry points. By encouraging online purchases, fewer attendees needed to buy tickets at the gate, streamlining check-in and minimizing congestion. This digital ticketing approach improved the overall experience for attendees.

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People exchanging digital QR code tickets on smartphones with a 48% increase in ticket sales graphic overlay.
Smiling young woman wearing a black shirt and red lanyard at an outdoor fair with tents and people in the background.
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Operational Ease via Marketing Automation and Partnerships

By adopting digital marketing and collaborating with Fairs.com, the festival eased the workload on its volunteers. This streamlined approach allowed volunteers to focus on other event areas while automated tools managed social media, email blasts, and online ad optimization.

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Attendee Feedback

Of new comers cited social media ads 
as their source of information
60
%
Of attendees reported seeing 
the festival's social media promotions.
63
%
Of attendees were first-time visitors.
19
%

Organic Social Media

Impressions
74500
Engagements on Facebook
1432
Engagements on Facebook & Instagram
More Postings
462
%
Emails gathered

Email Marketing

%
Open Rate (vs. industry avg. 37.30%)
46.96
%
%
Click-Through Rate (vs. avg. 2.31%)
13.51
%

Paid Ads

Total Impressions
861512
Click-Through Rate (vs. industry avg. 1.30%)
1.65
%
Cost Per Click (vs. industry avg. $0.77)
$
0.23
Cost Per 1,000 Impressions (vs. industry avg. $5.61)
$
3.76
Outcomes

Conclusion

The Columbus Italian Festival’s successful integration of digital marketing and streamlined ticketing exemplifies how modern strategies can revitalize traditional events. By increasing pre-sale tickets and attracting a new wave of attendees, the festival has set the stage for sustained growth.

,
Our mission

Are you ready to unlock the full 
potential of your fair with Fairs.com?

Speak with one of our experts to get started today.

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