Noise New Media is all about selling tickets. In fact, it’s no secret that our per-ticket model means the more tickets we sell together, the more revenue we both capture!
However, we know that effective event marketing starts long before someone clicks "buy tickets." Top-of-funnel (TOF) marketing, or the awareness phase, is crucial for engaging potential attendees and creating excitement for ticket sales down the line.
By focusing on TOF strategies, events can cultivate a loyal audience that’s informed and excited to attend. Not just this year, but every year.
What is Top-of-Funnel Marketing?
In marketing terms, the “funnel” represents the customer journey, from first hearing about an event to buying a ticket. TOF marketing is the first step of this journey. It’s all about awareness and engagement, rather than immediate conversions.
While bottom-of-funnel strategies (like retargeting ads with “buy now” messages) are important, they only work well when you’ve created a base of interested potential attendees at the top.
TOF marketing introduces your event to a broad audience and builds a connection with them. Instead of pushing ticket sales, it focuses on storytelling, brand-building, and communicating the experience they’ll enjoy at the event. Think of it as your first “handshake” with potential attendees, or an invitation to get to know the event, the brand, and what makes it special.
The Importance of TOF for Events
Why is TOF marketing so essential for events? The truth is, not everyone is ready to buy a ticket the moment they first see an ad. Some may need to hear about the event multiple times, or have a clearer sense of why it’s worth attending.
By focusing on TOF, you’re investing in long-term growth and building awareness that will pay off not just for this event but future ones.
TOF marketing is particularly important for newer events without established name recognition. However, even for well-known events, maintaining audience interest and attracting new attendees is crucial. TOF strategies like influencer marketing, video storytelling, and immersive ads help to keep your event top of mind, even if people aren’t ready to buy just yet.
What Does TOF Marketing Look Like?
TOF marketing can take many forms, each designed to introduce audiences to the event and build excitement. Here are a few strategies we like to use, or suggest using:
1. Storytelling Rather than simply announcing the lineup, TOF content focuses on the event experience. We ask, "Why should someone come to this event?" Instead of just listing performers, we show the energy, community, and unique elements that make it a memorable experience.
2. Influencer Marketing Leveraging influencers to share their anticipation for the event can create an authentic buzz. Seeing someone they trust excited about the event helps potential attendees imagine themselves there.
3. Zero-Click Advertising This strategy puts all the essential information in the ad itself, reducing reliance on clicks. The idea is to build awareness without requiring any action from the audience. Zero-click ads can create an impression that lingers, leading to organic searches or direct visits to your site later.
4. Digital Out-of-Home (DOOH) Advertising From digital billboards to gas station screens, DOOH ads allow us to reach people in unexpected places. These placements increase awareness and create additional touchpoints with audiences throughout their day.
The Payoff of TOF Marketing
Investing in TOF marketing can create a broader, more engaged audience, setting the stage for successful ticket sales as the event date approaches.
When the time comes to launch bottom-of-funnel campaigns, your audience is primed, informed, and ready to buy. In the long run, TOF marketing isn’t just an expense; it’s an investment in the event’s growth and success.
By focusing on the top of the funnel, you’re building awareness, creating excitement, and establishing a connection with potential attendees. And that’s where true event success begins.
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