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Presented by Jon Mamonski GPAC Marketing and Chris Bryan MooMedia Australia

Tracking your audience through Facebook. Presented by Jon Mamonski GPAC Marketing and Chris Bryan MooMedia Australia. Quick facts:. Only Victorian State owned performing arts centre outside of Melbourne

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Presented by Jon Mamonski GPAC Marketing and Chris Bryan MooMedia Australia

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  1. Tracking your audience • through Facebook • Presented by Jon Mamonski • GPAC Marketing • and • Chris Bryan • MooMedia Australia

  2. Quick facts: • Only Victorian State owned performing arts centre outside of Melbourne • 3 venues - 1500 seat concert hall, 780 proscenium arch with fly tower and 325 seat black box theatre • 35 EFT staff • $4.5 mil turnover per annum • 7,900 likes on Facebook • Over 220 shows per annum • Agency - MooMedia Australia

  3. Programs include... • • Deakin University Theatre Season • • Tuckers Musical Mornings • • centralgeelong.com.au Family Magic • • Education Program • • splash!dance festival • • RAW Comedy • MIFF • Venue Hirers

  4. Traditional marketing It is an imperative that we still need to market to potential audiences who: • Still read newspapers/magazines • Haven’t signed-up to our email marketing • Don’t wish to receive GPAC marketing materials • Digital marketing The evidence is that: • 13.5 million Australians have Facebook account and 65% are active every day • The production and management of digital marketing is time consuming and now has a significant direct resource and advertising cost • Organic social media reach isn’t as good as it was

  5. Our Challenge…. • In 2012 the GPAC trust challenged us to find a way to measure direct sales attributed to digital marketing • This was very costly at the time... but now we can do it inexpensively • Having worked closely with Facebook since October 2013 we can now measure direct sales conversions during our advertising campaigns

  6. Send pixel to web developer (eg. tickets.com) to place in the header of ticket transaction page

  7. Use multiple images • Target custom audiences(eg. your FB likes and their friends) • Cross-match email addresses • Geographic • Demographic • Interest Clusters(Really, really important!!!!) • Budget • Schedule

  8. PX • PX • Credit Card • Transaction page • Completed cycle = 1 Conversion

  9. 2011 • Multiple press ads • Email blast • Poster and flyer distro • 2014 • Facebook ad campaign • Email blast • 1 press ad • 750 tickets sold • 1000 tickets sold

  10. $200 spend sold $1100 worth of tickets • (ticket sales measured during 4 day campaign)

  11. Thank you • Jon Mamonski • GPAC Marketing • and • Chris Bryan • MooMedia Australia

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