I am helping friends in Vancouver sell tickets for a presentation of Woman In Black, based on a book and London’s second longest-running stage production.
At the time of writing, opening night was sold out and they hit the break-even point in sales, a few weeks ago.
That is something of a miracle to anyone who has promoted productions where not losing money is a win.
You can still buy tickets and see what I will describe in this article at https://womaninblackvancouver.com/.
Here are the Traffic and Conversion pieces that went into the successful promotion.
Website
I created a single landing page with Kartra.
The background is a looping storm video.
The images were from a poster created by Mike McCray.
Bill Allman provided a short audio description of the show, which I think helped sell the show.
QR Code
My other contribution was a QR Code that took people to the site.
The QR code went on posters for the production and the contest.
Audio Description
I suggested that Bill recorded a short audio blurb, which he recorded on his end and sent by email.
Have You Seen This Woman Contest
They put up posters on poles and other places in Vancouver.
A naturally stunning woman dressed up in a creepy Woman In Black period costume and wandered into areas where the posters were.
About 40 people entered the contest. Many before the posters went up.
One response was:
In my inbox! Scary as heck!
A teenage boy on Granville Street was both aroused and frightened ~ Perfect!
Publicity
Most of the traffic to the page was driven by publicity campaigns:
- Press Releases
- Articles in various publications.
- Interviews with cast.
- Event listings.
- …
Selling tickets is a local portion and not the same as selling other things online.
It is a great example of integrated marketing that is appropriate for the specific goal.
What is your goal?
Let’s talk Total Traffic and Conversion for you.
