Work with the team behind Uncle Waffles on two tour stops
Fifty-eight cents to put a fan in the room.
Uncle Waffles used Symphony event pages with full conversion tracking for her Boston and Brooklyn tour stops: $0.88 and $0.58 cost per conversion, and a fan database collected through RSVPs.
$0.58
Cost per conversion, Brooklyn
$0.88
Cost per conversion, Boston
What this shows, and what it does not
Shows: Cost per tracked conversion on the event pages in two five-day campaigns, one in Brooklyn and one in Boston. Does not show: Total spend, tickets sold or attendance. The original story reports cost per conversion only.
The setup
Uncle Waffles was heading into tour stops in Boston and Brooklyn and wanted more than sold tickets. Her team needed to reach the right audience in each city, see exactly what their marketing was doing, and come away with fan data they could use long after the shows ended.
The play
The team built custom event pages on Symphony, integrated with Facebook's pixel and conversion events, so every click on the tour link was tracked down to cost per conversion. The pages carried RSVP and pre-sale capture, collecting emails and phone numbers from every fan who committed.
They ran two five-day campaigns, one per city, watching conversion data in real time and adjusting as the numbers came in.
The results
Boston converted at $0.88 and Brooklyn at $0.58. The RSVP flow collected a database of emails and phone numbers for future campaigns. As Uncle Waffles put it: the most important thing is seeing who sees her, so she can better serve the people who show up.
Where this playbook lives now
Simmy and Cue run this play today.
In the workspace today this play splits between Simmy and Cue. Cue builds the event pages, wires the pixel, and runs the RSVP capture. Simmy puts the paid campaigns behind them, city by city, pacing spend against cost per conversion so each market gets a push sized to what it is returning.
Source: original case study, figures as published. That campaign ran on an earlier version of Symphony; the agents named here run this kind of work today and did not produce these figures.
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