Giovanni Bottan’s Post

You’ve probably come across agencies/freelancers hyping about achieving a +25 ROAS (return on ad spend) for their festival clients. Suggesting that for every £1 they spent on advertising they put £25 back into the pocket of the festival 🤑 On first look, what festival wouldn’t want some of that!?  But does this actually show you that your advertising is working? 🧐 Well, it depends on what we mean by ‘working’. For your advertising to 'work', it needs to be EFFECTIVE. And EFFECTIVE advertising is when it influences the future buying behaviour of people - people who weren’t planning to buy a ticket to your festival. Or in other words, advertising is EFFECTIVE when it helps to achieve sales that wouldn’t have happened without it! 📈 Does ROAS or other in-platform metrics (e.g cost per click, cost per conversion, click through rate etc) measure effectiveness? 👎 Those metrics are all about EFFICIENCY; how efficient you are at spending your ad budget. I mean, course your retargeting campaign had a high ROAS, as most of the people were likely going to buy from you anyway. At best, your advertising just made it easier for them to find and buy you. And so the majority of those sales would have happened without the advertising - it wasn't EFFECTIVE advertising. So where do we need to look to measure effectiveness? 🔎 Inside peoples heads, in their memories. That's because the name of the game with advertising is to build memories in people's heads, so that your festival is remembered: 1. At the right times/moments that matter (When people are triggered into market for the value that your festival offers) 🛒 2. For the right reasons (So that once your festival is thought of, people choose you over other options). 💪 The problem, is measuring the stuff going on in people's heads (effectiveness) is bloody hard and expensive! And beyond most festivals. And so instead, festivals just measure what they can (like ROAS, cost per conversion etc), and end up just focussing on efficiency, at the expense of effectiveness. It's another contributing factor for what we're seeing in the market - failing festivals 🎪 :-( But there are some options for festivals. Just simply ask yourself: If our advertising/comms are doing the things they're supposed to be doing for the brand (building and refreshing memories) what factors should I see improving? So that I know I am heading in the right direction. As you’ll see in the below table, a really simple and crude measurement to use could be direct traffic to your website. This is someone typing your festival directly into Google, so clearly you have built sufficient memories for them to be able to do that. Another is using Google Search Trends. Ok, time for the measurement table, which hopefully is clear enough, but is a work in progress! And thanks to Dale W. Harrison, Ben O. Andrew Tindall and Dominic Charles whose brilliant thinking I borrowed. #Festivals #FestivalMarketing #EventProfs

An interesting breakdown by Brainchild Creative Studio is about guerilla marketing and why is it vital to utilize it in 2023. Music is all about creativity and in order to stand out you have to look different, not just sound different. Imagination is reality. #musicmarketing #musicindustry #musicbusiness #creativeagency

In the ever-evolving landscape of the music industry, one thing remains constant: the power of innovation. As we navigate through 2023, it's clear that guerrilla marketing has become an indispensable tool for musicians and artists. 🔉 💿What is Guerrilla Marketing? 💿 Guerrilla marketing is all about thinking outside the box and using unconventional strategies to create maximum impact with minimal resources. It's about connecting with your audience personally and leaving a lasting impression. Guerrilla marketing can set you apart from the crowd in an industry flooded with content. 💿 Why is it Vital in 2023? 💿 Authentic Connection: In an era where authenticity reigns supreme, guerrilla marketing allows you to connect with your fans on a genuine level. Share your journey, your struggles, and your successes. People want to connect with the artist behind the music. Cost-Effective: Guerrilla marketing doesn't require a massive budget. It relies on creativity, not cash. A well-executed guerrilla campaign can generate buzz without breaking the bank. Viral Potential: In the age of social media, a clever guerrilla stunt can go viral in seconds, reaching millions of potential fans. The key is to create something so remarkable that people can't help but share it. Storytelling: Every musician has a unique story to tell. Guerrilla marketing gives you the platform to tell that story creatively and engagingly. Whether it's a surprise street performance or a mysterious scavenger hunt, your story can captivate your audience. 💿How to Get Started? 💿 Know Your Audience: Understand your target audience's preferences, behaviors, and where they hang out online and offline. Think Creatively: Brainstorm unconventional ideas that align with your brand and music. Be bold and daring. Leverage Social Media: Utilize social media platforms to amplify your guerrilla efforts. Engage with your audience, encourage them to participate, and use relevant hashtags. Measure and Adapt: Track the impact of your guerrilla campaigns. What worked? What didn't? Use data to refine your approach. Collaborate: Partner with like-minded artists or brands to increase your reach and impact. In 2023, guerrilla marketing is your passport to success in the music industry. It's your chance to break through the noise, connect with fans, and build a loyal following. Get creative, stay authentic, and let your music shine like never before! 🧑🚀 #MusicIndustry #GuerrillaMarketing #Innovation #creativeagency #MusicMarketing #2023Trends

Do you amplify your message and connect with your target audience? Why not use the power of Fylde Coast Radio Digital to engage with local, national and international listeners – Our radio station has become a beacon of entertainment and information on the Fylde Coast, and we are excited to offer you a unique opportunity to amplify your message and reach your target audience effectively. Your Return on Investment(ROI) – Hyper-Reach: Whether you are a small business looking to build a local customer base or a larger company aiming to strengthen your community ties, our station ensures your message resonates with the right audience. Diverse Audience: Our shows caters to a diverse audience, spanning various demographics and interests. From music enthusiasts to news followers and everything in between, Fylde Coast Radio offers a comprehensive range of shows to captivate your target market. Engagement and trust: As a trusted source of information and entertainment, Fylde Coast Radio has cultivated a loyal following. By associating your brand with our station, you tap into the trust and credibility we've built up, enhancing your brand image and fostering a positive perception among listeners. Cost-effective advertising: Radio advertising is a cost-effective way to reach a large and diverse audience. Fylde Coast Radio offers tailored packages to suit your budget, ensuring you get maximum exposure without breaking the bank. Advertising options – Spot Commercials: Short, impactful commercials that air during peak times, ensuring your message is heard by a maximum number of listeners. YOU decide on when the ad is played and how many times/month of your contract. Sponsorships: Align your brand with specific shows or segments, providing targeted exposure to audiences interested in your products or services. We have sponsors for our Breakfast show; the Mid-morning Show; the Afternoon Delight Show and the Drivetime Show. We also have sponsors for single shows of their favourite genres – we have country; pop; dance; reggae; theatre, soul; 60s; 70s, 80s, breakout and mega mix shows to choose from. We also have sponsorship deals for the weather and traffic/travel – these give more opportunity to be heard as they are announced more often. Promotional Events: Collaborate with Fylde Coast Radio to host on-air contests, giveaways, or live events, creating interactive and memorable experiences for listeners. Call to Action: Don't miss an opportunity to elevate your brand with Fylde Coast Radio. What would your choice be ? Our team is ready to work with you to create a customised advertising solution that aligns with your goals and resonates with our audience. Contact us today on 07305 088429 or via studio@fyldecoastradio.com to schedule a consultation and explore how Fylde Coast Radio can be the key to unlocking the full potential of your advertising campaign. Can we help you get YOUR business known to more people. #lojun24 #advertising

**The Future of Hospitality Marketing: A New Frontier** In a world where every bite and sip can be shared instantly, the role of a Marketing Manager in the food and drink industry has never been more exciting or demanding. We're on the hunt for someone who doesn't just love the vibrant world of hospitality but lives and breathes it. This isn't just about promoting a business; it's about crafting stories that invite customers into an experience they won't forget. Imagine having the canvas to paint your vision of what hospitality marketing should look like, with the added spice of digital savviness and social media prowess. This role offers you the brush to not only continue a narrative but also to revolutionize it. Whether you're deeply embedded in the industry or have fresh eyes eager to challenge the status quo, this is your stage. Are you ready to take on this challenge? The table is set, and we're waiting for your unique flavor. Let's create something unforgettable together. --- **The Genius Behind Spotify Wrapped: A Marketing Masterclass** Let's talk about Spotify Wrapped - a stroke of marketing genius that turned listening habits into a global conversation starter. This campaign didn't just break the mold; it created a whole new one. Here’s why it’s compelling: By personalizing data and repackaging it as shareable content, Spotify turned its users into brand ambassadors overnight. Every year, millions eagerly share their musical year-in-review, making Spotify Wrapped not just a campaign but an annual event people look forward to participating in. This brilliance demonstrates the power of understanding your audience and leveraging data creatively. It's more than marketing; it's creating moments that matter to people. --- **Why Your LinkedIn Strategy May Be Missing The Mark** Struggling with LinkedIn marketing? You're not alone. Many fall into familiar traps: prioritizing sales pitches over value creation, relying on cold outreach tactics that fail to engage, or resorting to uninspired content that does little to stand out in a crowded feed

Reverbnation Widgets are essentially a way of putting your artist profile, music, and social media in one place, allowing visitors of a page to easily connect with your artist page to listen to your music, follow you across social media platforms, buy merchandise, etc. The impressions are a measure of how many visitors have seen the widget on a page. - https://lnkd.in/dKnmm-WT . . . . . #smm #digitalmarketing #socialmediamarketing #seo #socialmedia #marketing #business #branding #contentmarketing #onlinemarketing #socialmediamanager #digitalmarketingagency #instagram #webdesign #marketingdigital #sem #marketingstrategy #hindustan #smo #smallbusiness #marketingtips #socialmediatips #advertising #socialmediamanagement #hindu #google #graphicdesign #digital #searchengineoptimization #usa

Within two weeks of working with a new festival client, we've matched and increased their ticket sales revenue from the previous month by 20%. What did we do to make this change? 🎟 Implemented a strategy - there wasn't one before we came on board 🎟 Fired-up paid ads - a necessity when selling tickets; organic alone is not going to get the results you're after 🎟 Kicked-off a more robust data collection and email marketing strategy 🎟 Vastly improved their content plan, shouting about all the different acts, entertainment and vendors that can be experienced at the festival The takeaways? Get strategising, increase your reach, and promote the 'why people should attend' angles. Don't, and you'll simply get lost in the crowd. #festivals #festivalmarketing #eventmarketing

I spent 20 years in digital marketing and eCommerce for hotels. My journey began with the rise of social media, which brought both exciting opportunities and significant challenges. One early crisis involved hacked social media accounts, leading to the creation of our "Social Media Manifesto," a centralized yet flexible strategy emphasizing daily content collection, curation, and moderation. This approach fostered engagement, improved brand presence, and transformed social media from a problem to an opportunity. Throughout my career, I embraced innovative tactics like the hub-and-spoke model for content amplification and Tweetchats to boost brand awareness. A notable campaign was a Facebook contest that significantly increased followers and engagement, earning an HSMAI Adrian Award. However, I recognized the need for advanced targeting and personalization to convert social media engagement into bookings. Today, companies like Meliá Hotels International exemplify effective social media strategies, demonstrating the importance of staying adaptive and learning from past experiences in the ever-evolving digital marketing landscape.

How Strategic Multi-Platform Marketing Amplified a Song's Impact As a music marketing professional, I'm excited to share a case study demonstrating the power of strategic multi-platform marketing and its far-reaching impact. The objective was to elevate Spotify streams and Instagram engagement for a song midway through its promotion cycle. Surprisingly, the campaign also positively influenced YouTube metrics. Despite its potential, the song had not achieved forecasted traction after launch. A targeted initiative was instigated on June 24th, 2023, focusing on Spotify and running Instagram performance/conversion ads. The results were remarkable. While Spotify streams dipped slightly (-10.8%), the streams per listener soared by 152.4%, indicating a more engaged audience. Playlist additions and song saves also grew significantly. Notably, the holistic campaign design led to a notable uptick in YouTube engagement. Views increased by 3.7%, but the real success was the 129% surge in watch time and a 108.7% rise in subscribers. Furthermore, the integrated approach paid dividends on Instagram, with a 20.9% increase in followers, underscoring the synergy of multi-platform marketing. This case study serves as a testament to the song's appeal and the transformative power of strategic promotional endeavours. By leveraging the strengths of different platforms and creating a cohesive strategy, we achieved far-reaching success, showcasing the synergy that can be unlocked through integrated multi-platform marketing efforts. As the music industry continues to evolve, embracing innovative and data-driven marketing approaches is essential for artists and labels seeking to captivate audiences and drive meaningful engagement across various touch points.

Day 3 Amdari21DaysDataChallenge project 2 Marketing and Advertising analysis for Sways album Release Business Overview/Problem The prevailing business challenge is to optimize the marketing and advertisement strategy for Sway's second album release to ensure it gains global recognition and success. Some challenges include: ✓ Limited Global Reach: Presently, Sway's popularity is confined to specific regional pockets, posing a significant hurdle in achieving global recognition. A crucial task is expanding Sway's fan base to encompass a worldwide audience, thereby broadening the album's reach. ✓ Intense Competition: The music industry operates within an environment of cutthroat competition, intensifying the difficulties faced by emerging artists. Navigating this fiercely competitive landscape necessitates a carefully crafted advertising strategy that can help Sway stand out amidst a sea of talent. ✓ Evolving Consumer Preferences: The music consumption landscape is continuously shifting, driven by rapid changes in technology and consumer behavior. Staying attuned to these dynamic preferences is imperative, as it demands continuous adaptation and innovation in our marketing approach to effectively connect with the target audience on the platforms they favor. #Amdari21DaysDataChallenge. Ayobami 21DaysDataChallenge.