Digital Specialist Plays to the Audience for the Win

Tue Apr 25, 2017

Courtney Huckabay

Challenge: City auditorium struggles with declining audience      Tyler Barnhardt

In North Carolina, the City of Morganton Municipal Auditorium was experiencing drops in attendance from the general public. Most of its sales are from season ticket subscriptions. Regional Digital Sales Specialist Tyler Barnhardt was tasked with filling all the remaining seats that had not been sold to season-ticket buyers.

Solution: Use AdMall’s intel on the power of advertising to the right person at the right place at the right time

He used AdMall’s AudienceSCAN Profiles to illustrate data on the COMMA’s audience, potential audience, families, theater goers, and live performance watchers. He targeted users based on their mobile device behavior and category targeting. AdMall’s key piece in the sale was being able to pull specific audience data about theater goers.

“The data was so extensive that it wasn’t actually included in the proposal,” Barnhardt laughed. “But was used in conjunction with it to help us sell that the audience they intend to reach, is viable and reachable.”

Result: The COMMA renews its monthly spend with The News Herald

The COMMA signed a 1-year campaign, running audience extension within 50 miles of the auditorium, and SEM also, combined with local e-blasts and print ads in the Morganton and Hickory, North Carolina markets. The advertiser is spending $1,200 per month, but this increases sometimes when they buy a special section.

Barnhardt is excited about the progress of the digital campaign, “[After] each show we do a recap and they’re seeing increased web traffic and more phone calls for ticket buys.”

“Our media team used the audience data from AdMall to craft SEM and targeted strategies — without the data set provided by AdMall, the presentation would have not been complete.”

Do you have a case study to share? Submit yours on the AdMall.com website and you could qualify for a Sell Smarter! Award. You will be contacted to provide additional details of your success. Media sellers who submit their success stories and are selected for a Sell Smarter! Award receive a plaque, a $50 gift card, and a chance to win an iPad in a random drawing at the end of the year. To locate the form in AdMall, watch this 15-second video.

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About Courtney Huckabay

Courtney is the Editor for SalesFuel and AudienceSCAN. She is a graduate of Middle Tennessee State University.

View all posts by Courtney Huckabay
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