The biggest challenge in live music is letting people know about the event. For someone with next to no name recognitiona tier five organisation, the task may seem inconceivable.

It's not.

A lot of people like music, live music.

Rock music, classical music, country music, or ska. Some just want to take their partner out for an evening of live music. Who exactly is the one on the guitar matters less than that there is someone playing a guitar.

But they need to know that there will be someone playing the guitar, at a specific location, at a specific time, what the price is, and in a perfect world, with some idea of what kind of music will be played.

Introducing gogoPosters

Something we've heard a lot is:

"I don't get it. There's definitely less than 800 in my audience, but I don't understand how a gogoPoster is different from Eventbrite or a Facebook event."

We did a little test run with a local charity to see how far we could stretch the premise of our platform. It was not an easy task, since they had almost no name recognition themselves or across their performers – and it was sold as seven separate shows.

We put together this strategy for them and helped them execute it. The result was that all seven performances completely sold out.

Here's what we did.

The Talent

Make Sure All Relevant Event Information Is Available

People don't buy tickets to something that they don't know exists, or know what is about.

People need context. Feel free to attempt getting into the papers or on the radio, but it's a lot easier to just post it on the internet.

The trick is giving the general gist quick,
but allowing those who want to find out more
to dig deeper.

This is not really a problem with large scale artists, because people tend to know in advance if they like them or not. For less known bands, it helps if those interested can find out a little bit more about the performers. People don't tend to part ways with their hard-earned cash for something they don't have a clear idea of what is.

The organisers of the festival knew that they had world class talent performing some of the most beautiful pieces in the world. But someone hearing "Classical Music Festival" might not realise the level of the talent at play there.

How It's Done

General Gist Quick

So to paint a picture for the potential audience, we created an overview poster.

It outlined the where and the when of the festival, including all seven events. Each event was described in 2-3 sentences, and then the musicians were listed.

We had clear call to action buttons for tickets by each event, so if at this point the audience was sold on getting tickets, they didn't have to try to figure out where to buy them from.

More Depth (For Those Who Want It)

Each event and each musician then had their own posters for those interested in finding out more details. So the event posters had the musicians' programmes, and an embedded YouTube video of the musician performing.

Event Posters

It makes a huge different for the audience to not have to imagine some unknown musician in the abstract, but be able to see what the programme is, and see their style for themselves – before buying tickets.

Musician Posters

Finally each musician had their own page as well for those who are even more intrigued and wanted to be able to find out everything.

Here's what the structure looked like.

Here is the link to the main festival poster. We recommend clicking around to get a sense of the hierarchy not just in the abstract.

This Works Because

We're not going to lie, this approach means there's some work to be done up front. Getting all the correct information about the musicians, and laying it all out clearly took a little bit of time.

It was worth it though, because once the posters were done in June – that was pretty much it. The assets had been created – encompassing all information any potential member of the audience could ever need. These assets could be passed around with only minor updates required as the programme inevitably got updated.

The strategy was then, literally, to share one poster a day on Facebook.

gogoPosters are made to be perfect for Social Media. They've got a beautiful preview on both Facebook and Twitter, and the posters are extremely mobile friendly (most people open links on Facebook on their phones).

By The Numbers

The charity had 611 likes on Facebook when the festival campaign started in June. The poster link was shared on Twitter, Facebook and via email, but the emphasis was on Facebook.

The most promoted link was the overview poster, because of course that's the one to promote. That link has been clicked on 7520 times.

The 7 event posters were clicked on 300-700 times each, and each musician poster received between 170-1000 clicks.

For a charity with an audience size of 611 people on Facebook, the 26 posters were engaged with over 18 thousand times.

Over the 3 months during the campaign, their Facebook page went up by hundreds of percent in all key metrics. Their reach went from a peak of 104 people to a peak of over 3000 organic reach. They went from having no shares on their posts to peaking at 45 shares for a single post. From 6 reactions to a peak of 142. Their combined likes over the 3 months were 1.6 thousand. Their Facebook page is currently at 888 likes.

That's growth of 45% in just over 3 months.

That audience that got built is one that is theirs, and for any future events that they have – and they have a lot, every single event reaches more people that have specifically expressed interest in their work.

The Result

It's important when launching a campaign to not losing sight of what the endgame is.

The endgame is not getting more likes on Facebook, or trying to get as many link clicks on the posters as possible. They're promising indicators, but should not really be a goal in and of itself. The endgame of course is performing at full capacity.

The link clicks mean that the campaign is reaching people, and an increase in Facebook likes indicates that it's resonating with at least a number of the people reached. However what matters, is if people show up.

Of 18 thousand people reached, there were between 600-800 engaged enough to like the Facebook page. Some people were reached via other means, such as on meetup or via email, and they would increase the numbers of people engaged and people reached.

Bottom line is 300 people showed up, and the festival took place at a full capacity.