Location: New Orleans, LA
Audience: 250 prom and formal event attendees
PromFete(504) was the first expo of its kind in New Orleans. While the name indicates it’s for prom-goers, this expo was also ideal for individuals who attended any formal event. Mardi Gras balls, debutants, Sweet 16s, and Quinceaneras hosts also could find what they needed here.
The expo featured:
- dresses and tuxedos
- accessories: crowns, bow ties, makeup, jewelry, etc.
- hair and makeup
Because it was first of its kind, we had to identify an audience and capture their attention. The board decided their target audience was millennials attending the prom. How would we capture their attention in three months?
The group also was working with a limited marketing budget. There was a radio slot, and one print adds secured for the event.
We had to sell more than a display of prom clothes and accessories. Sponsors added activations to their booths. A fashion show, giveaways, and demos got the crowd engaged during the expo. Social media information was engaging and teased out over a set scheduled time.
For the marketing budget, there was a significant focus on social media marketing. We evaluated which adds did best on which social media networks. Then we optimized the budget to gain as much attention as possible to the ideal target audience.
The more activations we added, the more we saw ticket sales increase. The more interactive booths saw more traffic. Even if the vendor didn’t make sales, their online presence increased with the exposure of the attendees.
While we saw a lot of reach on social media channels, but it did not convert into ticket sales as high as the board would have hoped. The marketing budget either should have been more significant or more diverse.