If Willy Wonka’s factory dressed up for the holidays, it might resemble LuminoCity Festival. With dazzling sculptures, an array of rainbow lights, and plenty of festive friends, LuminoCity Festival is a celebration of joy for the child in all of us.
China-based LuminoCity Festival has been bringing its luminous lightworks to the US for the past three years. The Festival is held in New York and Virginia, from mid-October to early January. The Festivals encompass a variety of themes: animals, Halloween, Alice in Wonderland, Christmas.
LuminoCity Festival trusts Eventbrite as their ticketing platform. That’s why they use Eventbrite Boost.
“I run a lot of ads for my company,” says Wendy Yu, Marketing Coordinator for Luminosity Festival. “Eventbrite Boost is a very good marketing tool for us to check the conversions, ticket sales, and to look at the data of the impressions and range number.”
Convenient and detailed
Yu’s role in marketing means being involved in multiple projects. ”I work with data, paid ads, and also business development. I talk with different partners and local governments, and also partners from China. So, even though I am a marketing person, I also handle logistics, production, and business development.”
Prior to using Eventbrite Boost, Yu’s marketing strategy was largely driven by discounts. “Because we have a lot of promotions, I would only run the promotions and paid ads when we had discounts.”
But those paid ads weren’t clearly translating to conversions. “On other platforms,” says Yu, “I don’t know how many tickets [are sold] and how many sales [occur], how many dollars [are spent].”
With Eventbrite Boost, all that changed. After all, events promoted using Boost marketing tools get nearly 2.5x more listing views*.
Reaching the right audience
Eventbrite Boost changed Yu’s marketing strategy. “I think the most important thing and the biggest difference for me between other platforms and Eventbrite Boost is that Eventbrite Boost could attract a very good conversion, and I could know how many sales were from our ads. It’s very convenient and very detailed.”
Understanding her conversions allows Yu to be more deliberate in her budgeting. “I can know how much I spend on the ads, and how much money I can get back from the ads,” she says. With Eventbrite Boost, “it’s very clear if I need to put more money on the ads. Our first ad I did not put a lot of budget on, but I still saw the sales were higher than the spend. So the next time, the second time, I spent a larger budget. I spent more money on the ads because they would result in higher sales.”
And with Eventbrite Boost, she’s able to run ads that target people who’ve expressed interest in LuminoCity Festival on Facebook. Understanding those different audience segments is key.
“The audience is very important,” says Yu. “I really want to divide our audience into our returning visitors and our new visitors. It’s very important to maintain our customer relationships. So, I really want to reach more and more people, and not only to reach more people, but I really want to make more people remember our company and remember our event. Reaching the right audience is more important than reaching more people.”
Tracking tickets and sales, all in one place
Yu recommends Eventbrite Boost for its paid ads. “It’s really important for us to track the sales,” she says. “We need to know how many tickets we sold. [Boost] also has other data related to the paid ads.”
But Eventbrite Boost’s key differentiator is its convenience. “I really love it because it’s connected to our ticketing platform. So it’s very clear. I can know how many tickets we sold and the performance of the ads.”
*Eventbrite data 5/1/2022 – 12/1/2022 comparing events promoted with Eventbrite Boost with any event that was not promoted with the same tool.
