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Marina Khmelovskaya and Alexei Prosekin, heads of the international educational company “Life as a Miracle,” wrote to us. The task was to collect registrations for the free international personal development festival “Life as a Miracle.
Initially the customers expected 5 000 registrations from the allocated budget for 2 weeks of advertising, however we managed to get 400-500 applications per day at price lower than the target one and to attract 6 331 participants to the festival.
What made this possible is discussed below.
Our clients provided us with all the materials and information to create creatives 3 weeks before the festival.
This allowed us to run ads in advance to test different combinations of “ad creative – branding – audience for targeting,” find the most effective ones, and spend the remaining time to scale them.
Over 2 weeks of festival advertising, our team created 89 creatives. Here are some of them:
The “Life like a Miracle” festival was free, but it was also very extensive. It took place over two days with the participation of 80 expert speakers from different countries and 40 consultants ready to work with the participants individually. At the festival, participants worked through 9 areas of life.
For the scale of the festival and free participation we focused on the creatives.
When we scaled advertising, the creatives brought 400-500 registrations a day at a price lower than a webinar in the personal development niche.
To keep that price, we were constantly creating new texts and banners for 2 weeks.
A creative lead that garnered over 2,000 registrations:
There were 5 headliners at the festival:
– Festival organizers – Marina Khmelovskaya and Alexei Prosekin
– Rita Dakota – singer, composer and author-performer.
– Elizaveta Babanova – well-known psychologist and women’s coach, author of “To Zen in Heels” and the program “The Best Year of Your Life
– Geshe Michael Roach is an American teacher of Tibetan Buddhism and the first person of Western origin to receive a Geshe degree from a Tibetan monastery
They are popular personalities in the field of personal development and a bet was made on them.
Their photos were used on the main screen of the event’s branding, in most of the advertising creatives, and also three of the speakers – Marina Khmelovskaya, Alex Prosekin and Geshe Michael Roach recorded video invitations to the festival, which together collected 500 registrations.
Here’s what the promotional creative with Michael Roach’s invitation looked like:
The measures that were taken helped collect 6,331 registrations for the online festival at a lower-than-average price in the personal development niche:
When launching a large-scale event, it’s best to do it in advance. That way, you’ll have time to test and find the ad-advertising-ad audience connection that works, rather than take a guesswork approach.
Create more creatives. This will help you find what works best and keep the price down when you scale. Also, different messages in advertising creatives are an opportunity to “hook” the audience from different angles.
If the price of the event is much lower than what participants get inside (or if participation is free), be sure to emphasize that.
There are famous speakers at the event – bet on it. Ask them to record a video invitation, use their photos and names in promotional creatives and on the front screens of the branding.
P. S. Need to gather registrations for a large-scale offline or online event?
We’ll help you do it: we’ll prepare creatives, if necessary – develop a landing page, test advertising approaches and gather the right number of registrations, within the limits of your budget
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