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%
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
- 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.
- Long lines at entry points prompted the need to revamp their check-in process to enhance the attendee experience.
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.
Getting the Job Done
Collaboration with Experts:
Partnered with marketing and ticketing specialists to optimize marketing spend and enhance the ticket buyer experience with smart tech.
Hands-On Guidance:
Delivered step-by-step support to set up platforms and execute digital marketing campaigns effectively.
Content Development:
Partnered to create compelling visuals and copy to maximize audience engagement.
Targeted Paid Ads:
Leveraged paid promotions on Meta platforms, tailoring content to reach specific demographics.
Results
The festival's decision to modernize its marketing mix by integrating digital marketing strategies yielded impressive results. By shifting focus to social media campaigns, targeted online ads, and email marketing, the event reached a broader and more diverse audience. This strategic approach generated 861,512 ad impressions, a 46.96% email open rate, and a 462% increase in organic social media posts. These efforts not only amplified brand visibility but also drove a 48% increase in pre-sale tickets. The ability to effectively engage both new and returning visitors through digital channels underscored the value of embracing a modern, data-driven marketing approach.
The 48% increase in pre-sale tickets had a significant impact on reducing wait times at the festival's entry points. By encouraging attendees to purchase tickets in advance online, fewer people needed to buy tickets at the gate, streamlining the check-in process and minimizing congestion. The adoption of digital ticketing, combined with a data-driven marketing approach, helped the event attract new attendees and improve the experience of those attendees by offering them a pre-sale option and a smoother check-in process.
By integrating digital marketing and leveraging the support of industry experts at Fairs.com, the festival alleviated some of the burden on its volunteer team. The streamlined digital approach enabled volunteers to focus on other areas of the event while automated tools and assistance from the team at Fairs.com handled social media scheduling, email blasts, and online ad optimization.
Paid Ads
Email Marketing
Organic Social Media
Attendee Feedback
Conclusion
