Social Media Campaign – North Mississippi Allstars at Rockefeller’s
Show Date: April 25, 2024
Location: Rockefeller’s, Houston, TX
Goal: Sell 300 Tickets
Role: Talent Buyer, Promoter, Event Producer
Focus: Marketing Plan, Social Media Management, Ad Strategy, Grassroots Execution
Overview
This one-night-only concert featuring Grammy-nominated North Mississippi Allstars was independently produced by our team, who served as the talent buyer, promoter, and event producer. We created and executed a full marketing plan, managing every component of the campaign—from grassroots outreach and community alignment to digital strategy, ticket tier development, and ongoing audience engagement. The riders and tour included an environmental message. The marketing plan included such a message, solidifying several local activist organizations as partners and sponsors.
All creative direction, copywriting, campaign structure, ad optimization, and engagement were executed in-house with daily responsiveness to performance data and buyer behavior. The campaign was built to adapt in real time to audience behavior and sales performance.
Strategic Wins
- Marketing Plan Creation: Developed a flexible marketing plan that aligned phases of advertising with buyer behavior trends, content milestones, and street-level promotion.
- Early Momentum: 63 tickets sold by late February, prompting Mint Talent Group to share that the show was “ahead of schedule” based on tour benchmarks.
- Message Pillars: Focused on intimacy of the venue, the band’s legacy, limited seating, Early Entry perks, environmentalism, and group savings through bundle offers.
- Live Optimization: Creative and spend were adjusted weekly to maximize conversion opportunities, reflecting audience engagement patterns and market response.
Key Results (as of April 10):
- Tickets Sold: 114
- Tickets Remaining: 195
- Weekly Target: 97 tickets/week (final 2 weeks)
- Promoter-Funded Ad Budget: $1,000+
- Campaign Timeline: Dec 2024, January and March–April 2025
Buyer Behavior Insight:
Live event ticket sales typically surge in the final 2–3 weeks. The marketing plan was intentionally structured to capitalize on this trend, with heavier spending, higher-frequency content, retargeting, and urgency-based messaging strategically timed for maximum impact.
Grassroots Promotion
30 coffee shops and record stores visited
16 tear-away flyers (11 tabs each)
36 postcards distributed
Estimated 894 in-person impressions
Paid Ad Performance
Ad 1: High-Performing Rolling Evergreen Ad
This core ad featured rotating copy and visuals tailored to urgency, tier updates, and local engagement.
Performance:
- Reactions: 144
- Comments: 18
- Shares: 98
- Link Clicks: 1,405
- Reach: 117,469
- Impressions: 214,593
- Lifetime Spend: $624
Highlights:
- Retargeted past ad reactors and Facebook Event “Interested” users
- Outperformed third-party ads in every major engagement and conversion metric
- Served as the backbone of paid visibility throughout the campaign
Ad 2: Vertical Video Test
Short-form video designed to test genre-based targeting on a micro budget.
Performance (April 2–6):
- Budget: $14
- Reactions: 7
- Comments: 1
- Shares: 14
- Link Clicks: 91
- Reach: 1,502
- Impressions: 1,947
Impact:
The ad achieved a 1:1 share-to-dollar ratio—one of the campaign’s most efficient awareness tools, validating creative experimentation within the plan.
Ad 3: Sponsor + Partner “3+1” Bundle Ad
Promoted Buy 3, Get 1 Free bundle to encourage group travel, while targeting eco-conscious users and nearby smaller cities.
Performance (April 3–25):
- Budget: $30
- Link Clicks: 24
- Reach: 2,542
- Impressions: 3,039
- Reactions/Comments/Shares: 5
Impact:
Though it yielded minimal direct engagement, it served as a data-driven test of lifestyle-aligned messaging and extended audience targeting.
Third-Party Ad Comparison: Sponsored Band-Side Post
A sponsored post launched through the band’s social media around March 24. It ran with generic copy concurrently with in-house efforts.
Performance (as of April 10):
- Reactions: 11
- Comments/Shares: 0
- Ticket Link: Originally pointed to full tour calendar; later updated ticket link
- Visuals: Generic photo with no date, location, or CTA
- Copy: General messaging with no specific tie to the Houston show
Takeaway:
Despite being hosted on a high-visibility platform, the ad underperformed. In contrast, the in-house campaign used event-specific creative, mobile-first design, and strategic targeting, driving significantly more reach, engagement, and conversions. Ad spend and targeting are unknown.
Content & Engagement Strategy
- Tactical Themes: Countdown urgency, one-night-only exclusivity, VIP experience, venue intimacy, eco-conscious, local travel appeal
- Platform Execution: Designed in Canva for mobile, timed around peak engagement periods
- Community Interaction: All comments, event page engagement, and inquiries were responded to in real time to maximize visibility and fan trust
- Post Strategy: Rotated weekly between social proof, seated countdowns, last-call bundle reminders, and travel-related posts
Adaptability in Action
- Adjusted ticket tiers to add more seated options based on early feedback.
- Introduced bundle offers to increase Early Entry conversion.
- Pivoted copy, visuals, and strategy based on live ad performance.
- Engaged local partners and sponsors including KPFT, Houston Blues Society, Citizens’ Environmental Coalition, Houston Climate Movement, and Central City Co-Op to support messaging.
Conclusion
- As the talent buyer, promoter, and producer, we created and executed a full marketing plan that delivered consistent results through both paid and organic channels. Our campaign successfully adapted to buyer behavior, ad performance, and ticket pacing—all while managing creative, copy, targeting, and audience engagement internally.
This campaign shows the power of focused, data-backed social media management combined with a clear marketing roadmap. For independent live events, this level of ownership and agility is often what makes success possible.