First Fleet Concerts Marketing Internship
May 2020 - December 2020
As a marketing intern at FFC, my responsibilities include: ​
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Create advertisements through ToneDen and Facebook Marketing to promote shows in the Midwest
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Keep social media platforms up to date
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Accounts include: Hinterland Music Festival, Wooly's, First Fleet Concerts and Big Country Bash​
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Platforms include: Snapchat, Twitter, Facebook and Instagram
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Provide customer satisfaction throughout a global pandemic
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Update weekly newsletter
First Fleet Concerts is a concert management company that has promoted events in Iowa, Minnesota, Illinois and Nebraska since 2011. Venues in Iowa include: Wooly’s, Codfish Hollows, Wells Fargo Arena and Water Works Park Amphitheatre. FFC is based out of Des Moines, Iowa.
Advertisements
For every show that First Fleet Concerts announces, I have to create six advertisements on ToneDen, an automated social marketing website. ToneDen allows me to schedule posts on Instagram and Facebook to be posted automatically to a selected audience. The six advertisements I make for a show are: One week from show, two weeks from show, one month from show, an artist push, an announce an on-sale post and an Instagram Story push.
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For each of the advertisements, I have to write copy for the show, set the budget for the post, schedule when the advertisement will appear, choose photos and videos from the First Fleet Concerts ad content folder, and modify the target audiences for the show.
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I believe the most important part of the creation of an ad is configuring the target audience. For example, if the concert is a country musician, I can create a Spotify audience with country artists similar to headliner so I can target people who would be more likely to buy tickets. I can also target people who like specific pages on Facebook or Instagram so that they will see the ad more than others. I can target the page likes or website visitors of our various venues such as Wooly's, Hinterland Music Festival, The Rust Belt or Vaudeville Mews.
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I enjoy creating advertisements for shows because once I get familiar with the artist, I can get my audience narrowed down and sell more tickets.
For this show, I used a video of Shoot To Thrill: America's Greatest Tribute to AC/DC that I found from the ad content folder. I edited it down to 30 seconds so more people are likely to watch the whole clip. I wrote the date of show, day of the week the show is on, and the ticket link is embedded in the "Buy Tickets" button so it is easily accessible and the customer doesn't have to search for a link.
For the Dirty Rotten Scoundrels show, I used the Facebook page likes of Wooly's as an audience since the show is at Wooly's this fall. I also targeted all website visitors of Wooly's so people that are scrolling through the Wooly's website will also receive an advertisement for this show. Lastly, I created a Spotify audience of artists like Elvis Presley, Johnny Cash, Chuck Berry and Jerry Lee Lewis since the band plays oldies hits that are similar to those four artists. It would not make sense to advertise to the same people who are interested in modern pop music because it would be a waste of money.
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After I complete all six advertisements and make sure all of the information is accurate, I share my screen with my boss and we go through each advertisement and launch them out together.
Once an advertisement has been published, it shows up on Facebook or Instagram as a sponsored post. Since I have liked Wooly's page on Facebook, I received the artist push advertisement for Aaron Kamm and the One Drops since I used page likes of Wooly's as a target audience for the advertisement.