THE SUMMER I GENERATED LEADS
- Katrina Krzywicki
- 3 days ago
- 3 min read
Paid Digital Lead Generation
Integrating lead generation into your paid digital marketing strategies can be a powerful way to help grow your database while also maximizing your return on investment. Beyond driving incremental awareness to potential buyers, this style of campaign is a perfect way to connect with new and existing purchasers who may need more information or would like to stay connected with their favorite team or venue.
Types of Lead Forms
In-App Meta Forms
Users fill out a form with their contact information (i.e. First Name, Last Name, Email, Phone) without ever leaving the Facebook or Instagram app
Integration with CRM: Prior to officially launching, you'll want to connect your form to Salesforce using a tool called Lead Capture. If unfamiliar with this process, your PAC Salesforce Admin is happy to help with initial setup.
Website Forms
Users are directed to a website form (i.e. Eloqua interest forms) to submit their information
What's Needed:
1:1, 9:16 Graphic or Video Assets and Ad Copy
Form Link
Season & Ticket Sales
We've seen successful lead generation campaigns for popular, high-value ticket offerings like Group Sales, Season Packages, and Premium Spaces.
To help drive high-quality leads, we can leverage Meta's advanced interest targeting (i.e. age, location, affinities, social page engagement, etc.), while also utilizing existing data to re-engage past purchasers or target lookalike audiences.
A few best practices for creative include highlighting key amenities, showcasing the fan experience, and even cost-savings or exclusive benefits!
University of California launched a Football Lead Generation campaign driving fans to fill out an in-app Meta Form. Fans are prompted to select which ticket-type they are most interested in and provide their contact information. Once submitted, fans receive a confirmation message that a ticket representative will be in touch.
Taking it a step further ... How your sales team best organizes and follows-up with these leads will help tremendously in closing sales and attributing return on your digital investment. Cal is leveraging a custom report in Salesforce to identify total leads and track contacts who have/have not yet been reached out to.
Enter To Win
An "Enter-to-Win" style campaign can be a great tactic for boosting brand awareness and excitement while also driving future revenue.
The Classic Center utilized Meta to drive leads from patrons interested in winning a pair of Broadway Season Tickets. Their ads feature engaging video assets with 1st person narration - highlighting both patron experience and upcoming shows.
Following their giveaway announcement, they offered early access to 25-26 Subscriptions with a pre-sale code that resulted in 33 new Broadway Subscriptions and $9,500 in revenue!
Newsletter Sign-Up
Your department's newsletter isn't just a list - it's the foundation for a direct and profitable relationship with your fanbase ... so why not grow it? By investing in a digital campaign to drive incremental subscribers, you're helping build a loyal, engaged community both in and off-season - perfect for nurturing ticket and merchandise sales, while even influencing potential donors!
University of Michigan is taking a data-centric approach with their Michigan Insider newsletter campaign. Leveraging insights from their Fanbase Geography reports, they are focused on reaching their top, highly indexed states (while applying a current subscriber exclusion list) to grow their newsletter followers.
For more information on how to get started with your next Lead Generation campaign, reach out to your PAC Digital Rep today!
