Tick Tick Boom is a dance music event that takes place in Edinburgh every two months. The event targets adults in the 18-40 demographic and pushes an underground style of music to a dedicated group of happy clubbers.
Having identified Facebook as the primary marketing platform to use for the event, I set about creating a profile and a fan page, as well as a content strategy that I knew would attract and engage the event’s target market. The content strategy was largely based around sharing free, interesting content relating to artists playing at every event, such as audio snippets, videos and bios, and using interactive features such as competitions. As well as frequent posting I began to build up a community of followers on the fan page and Facebook profile, using a variety of functions available in Facebook to help pages increase their social reach and build their network. I also began to build up a mailing list, to whom we offered discounts to the event.
The launch night in November 2012 was a resounding success for the promoters and they continue to run successful events as their social network grows.
Results achieved were: 173 new likes for the fan page in the first six months; 1,159 new connections on the Facebook profile; 220 attendees to the launch night; 30% return on investment for the club promoters