Pre-event Social Media Marketing To Promote Ticket Sales : Case: Eläköön koirat!
Tolvanen, Noora (2016)
Tolvanen, Noora
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016113018257
https://urn.fi/URN:NBN:fi:amk-2016113018257
Tiivistelmä
The rise of social media has provided useful marketing tools for companies to promote their events. The purpose of this thesis was to research social media marketing and how it can be used in event promotion. The theory part also includes research of the event marketing process, as it can help to plan the social media marketing strategy. The purpose of the case study in this thesis was to study the ways the commissioning company can use social media marketing in their event promotion. Hence, the main research question of this thesis aimed to find out if social media marketing could have an effect on the ticket purchasing decision of the target group. The supporting research question concentrated on the content used in the social media channels of the case event.
The practical part of this thesis was chosen to be executed with a quantitative study. The results were gathered with an online survey after the event. In addition, the analytics of the Facebook Page Post Link Ads used to promote the event, were received from the company’s media agency and compared to the results obtained from the survey.
The results of the survey show that social media is a very useful marketing channel for the event promotion of the commissioning company. According to the survey, the social media marketing actions had affected half of the respondents’ ticket purchasing decision at some level. The study also showed that the respondents found the content on the event’s social media channels appealing and interesting. However, in order to analyse the customer’s ticket purchasing behaviour reliably, the path to the final purchase of the ticket needs to be more trackable.
The practical part of this thesis was chosen to be executed with a quantitative study. The results were gathered with an online survey after the event. In addition, the analytics of the Facebook Page Post Link Ads used to promote the event, were received from the company’s media agency and compared to the results obtained from the survey.
The results of the survey show that social media is a very useful marketing channel for the event promotion of the commissioning company. According to the survey, the social media marketing actions had affected half of the respondents’ ticket purchasing decision at some level. The study also showed that the respondents found the content on the event’s social media channels appealing and interesting. However, in order to analyse the customer’s ticket purchasing behaviour reliably, the path to the final purchase of the ticket needs to be more trackable.