BEM’s Multi-Channel Strategy Delivers 6X ROI for Indigo Road Entertainment
““Bauer Entertainment Marketing onboarded quickly and hit the ground running. I was especially pleased with their knowledge of the industry, attention to detail, data-driven mentality, responsive communication, and ability to optimize campaigns quickly. They’re a great team with wonderful camaraderie and are very enjoyable to work with. I look forward to working with BEM again on future tours!””
Indigo Road Entertainment is a Michigan-based concert producer that presents epic events at minor league ballparks across the country. Whether it’s an action-packed extreme sports show, a top-tier country band, an iconic stand-up comedian, or a legendary rock act, Indigo Road makes the concert experience an unforgettable one for fans.
Challenge: Facing the second year of COVID-19, Indigo Road had a heavy task ahead - producing nationwide tours for Nitro Circus, Old Dominion, Jeff Dunham, and Shinedown, all while battling the effects of a global pandemic. Even with this exceptional roster of superstar acts, the team behind Indigo Road knew that successfully promoting tours of this size and scope would require all-encompassing, data-driven marketing support that was both creative and cost-effective. After thoroughly evaluating numerous agencies, they chose Bauer Entertainment Marketing (BEM) to take on this challenge!
Solution: After a quick onboarding, BEM assessed the available promotional inventory at nearly 30 venues nationwide. This included in-game announcements and giveaways, digital banners, venue signage, newsletter inclusions, and more. We then coordinated implementation to make certain Indigo Road’s shows received compelling and consistent marketing support from ballparks.
Next, BEM strategized, built, and launched streamlined digital advertising campaigns for each tour across designated markets to maximize awareness and conversions. Through constant oversight, optimizations, and tests, we utilized every available resource to ensure that ads we ran on Facebook, Instagram, Google, and YouTube would be highly engaging and economical.
In addition to digital advertising, BEM spearheaded nationwide traditional advertising campaigns. We placed targeted ads on radio and television, billboards, newspapers, print and online outlets, and more. Through deep-rooted relationships and strategic planning, BEM maximized Indigo Road’s reach and budget.
In tandem with this advertising, BEM also supported Indigo Road with social media marketing. We leveraged the company’s stellar tour lineup to reach fans organically through curated social posts, engaging copy, and strategic messaging. We ensured that Indigo Road’s shows were top of mind for fans by hosting exciting giveaways and activating performers to engage with our posts.
For email marketing, BEM crafted mobile-responsive templates and developed an extensive contact database. Next, we planned, built, and deployed a series of promotional emails laser-targeted to fans based on their engagement and sales history. We also deployed interest-specific emails through Bandsintown.
To produce maximum exposure for Indigo Road’s shows, we enlisted our partners at Elevate Entertainment & Events to drive press coverage. Through media alerts, press releases, exclusive interviews, ticket trades, and more, BEM and Elevate grew Indigo Road’s brand awareness while simultaneously selling tickets to their shows across multiple genres and locations.
Results: BEM’s impact was tangible and tremendous. Our campaigns helped generate at least 140.1 million impressions and significantly boosted overall ticket sales for all four tours. Despite the COVID pandemic, BEM delivered an estimated 6X return on Indigo Road’s marketing investment.
Breaking down the results further, digital advertising contributed 134.6 million impressions and 824,000+ engagements. Notably, Google Ads had a 15% average click-through rate and delivered over 63,000 clicks to buy tickets.
Next, organic social media marketing resulted in more than 5.5 million impressions and over 116,000 engagements across Indigo’s Facebook, Instagram, and Twitter accounts. Tactics such as utilizing artist pages to engage with our content significantly raised awareness and engagement by fans nationwide at no additional cost.
As for email marketing, we captured an astounding 37,000+ new email subscribers while delivering a 33.5% average open rate and an 8.1% click rate.
Given all this success, Indigo Road has selected BEM to support their upcoming tours in 2022. We’re eager to build on our progress and make this year their best one yet!
Need expert tour marketing support? Let’s talk!