Mastering Event Promotion with FanIQ
Nejla Ackdoe-Pagey, FestForums | July 22, 2024
FANIQ is an advertising agency that specializes in digital content for festivals, events, schools, and entertainment brands. Using ROI (return on investment)-driven strategies, FANIQ helps clients reach their target fans through diverse marketing campaigns. Past clients include the University of Oregon, the NCAA, and Breakaway Music Festival. Recently, FestForums had the opportunity to tune into their webinar with Ticketsauce, which covered how to effectively promote live events both holistically and to individual audiences to optimize results.
Much like music festivals aren’t solely about the music lineup, other events that FanIQ promotes are multi-faceted and have the potential to appeal to multiple demographics. Some of the biggest target fans discussed included families, foodies, and frequent travelers. It’s important to identify the platforms on which specific audiences spend the most time. Once identified, a multi-step storytelling approach can work best. First, introduce the brand in a way that captures the audience’s attention. Follow up with a call to action, such as buying tickets.
Multi-platform marketing materials are not a one-size-fits-all solution. The paid ads are curated for each specific platform, as not all forms of media have the same audience makeup. Different groups of people may be more engaged by a certain type of video on Snapchat versus Facebook. Content can range from compiled clips of past events to influencers discussing what they plan to wear to their next festival. Viral songs, dances, or sounds within the videos also play a role in how FanIQ maintains a strong engagement. They typically provide an initial 8-10 videos per partnership, which varies based on the partner’s goals surrounding the increased digital marketing (profit maximization, more followers, etc.). Diversification of FanIQ’s videos provide the most effective digital engagement for their clients’ events.
Another key takeaway from the webinar was how to include impactful social media marketing in sponsorship deals. Curating quality videos for events that feature select sponsors can not only increase brand awareness to the event, but has the potential to increase impressions and generate revenue for the sponsors as well, making it a key component to mutual deliverables.
FANIQ's all-inclusive database includes a detailed breakdown of multiple key performance indicators (KPI’s) such as how much is spent on ads, the total profit per ad, and the overall impressions from each video. They use these metrics to make adjustments to the quantity and duration of each running ad, as well as the content itself. The reports are consolidated in one site to streamline performance metrics across multiple media platforms. Rather than monitoring ad schedules, FanIQ’s clients can focus on business optimization and event logistics, taking on an important role in ensuring brand recognition, long-term event promotion, and revenue generation. As a partner to a diverse group of clients, FanIQ aims to use multimedia marketing and videography to bring long-lasting fan engagement. Their “fan-first content” continues to drive successful campaigns for clients within the event industry.