Packing the Venue: Using Digital Buzz to Drive Footfall for a Fashion Expo
Client Profile: A seasonal “Eid Fashion Exhibition” organizer in Gulshan.
Goal: Ticket Sales and Footfall.
Target Audience: Women aged 20–45 interested in fashion.
1. The Challenge
The client was worried about empty halls. Previous events relied on newspaper ads which were expensive and untrackable. They needed people to not just “Like” the event page, but actually show up and buy tickets.
2. The Strategy: “FOMO” (Fear Of Missing Out)
We designed a strategy to bridge the digital and physical worlds.
- Exclusive Reveals: Every night at 9 PM, we did a “Designer Reveal” Live session, showcasing limited edition dresses that would only be available at the expo.
- The “Secret” Ticket: We ran ads offering an “Early Bird VIP Pass” (20% off) accessible only via Facebook Messenger Chatbot. This built a subscriber list of interested buyers.
- Geo-Targeting: On the event days, we ran hyper-local ads targeting people within a 2KM radius of the venue (Gulshan/Banani/Baridhara) with the creative: “You are just 5 minutes away from the best Eid Collection.”
3. The Results
- Conversion: Sold 1,200 tickets via social media links alone.
- Footfall: 8,000+ visitors over 3 days (The client’s highest record).
- Cost Per Visit: The cost to acquire one visitor via Facebook Ads was only 35 BDT.