Frederick Brown Amphitheater
“The Fred” is an amphitheater located in Peachtree City, GA, an upscale suburb of Atlanta. It hosts a series of concerts, featuring legacy acts, throughout the summer season. Beyond its local market, it has little name recognition. The Fred competes in a burgeoning market of outdoor amphitheaters, outdoor concerts and music events in Metro Atlanta. The Fred was not selling out its shows. In the concert business, the venue’s profit is often predicated on the last 500 or so seats sold. For The Fred to make a profit, it was critical to sell out, or almost sell out, the shows. Being in a major market, traditional media costs were prohibitive, in relation to The Fred’s budget. The Fred had been managing their own social media campaign in previous years, but felt that it was being underutilized.
We developed a content and posting strategy so that social posting was not happenstance. For content strategy, we utilized video of the artists performing their biggest hits and created a call to action by using social to inform consumers of the current number of tickets for sale. We launched a paid social campaign on Facebook using boosted posts. We targeted by geography (within an hour’s drive to The Fred), interests (music, outdoor concerts and the specific acts) and used video of the featured act’s hits to drive Facebook engagement. The norm for Reach on Facebook Brand pages is less than 1%. We averaged 20% and some posts exceeded 60%.
The Fred had their best year ever!
“Last year, we decided to change the focus of our marketing efforts and concentrate more on social media for The Fred Amphitheater’s summer season. We decided to contract with Ventura & Company. They were so easy to work with, accessible and always relevant with their posts. We ended up having a banner year, with our highest gross revenues generated from ticket sales to date!”Nancy Price