Digital Marketing Strategy PPC Social Media

Empowering a Business Coaching Venture to Achieve 5,500+ Attendees and 500% ROAS in 60 Days

Client Overview:

A high-profile training and coaching business was gearing up for a major event, featuring the renowned Robert Kiyosaki as the chief speaker alongside three other celebrity speakers and four highly influential trainers. Set to unfold over three days in Mumbai, the event boasted a variety of ticket categories, ranging from a Rs.1500 entry to a high-ticket option priced at Rs.5 lakh rupees. There were mid-range tickets priced between Rs.40K and Rs.3 lakh.

The client wanted a dynamic digital marketing mentor to lead their 20-member team, including their online and offline marketing teams, PR, advertising and media partners. They approached me with an ambitious goal: They wanted to sell 5000+ tickets using digital marketing strategies.

Challenges:

High-Value Ticket Sales

While the popularity of the speakers facilitated the sale of lower-priced tickets, selling higher-priced tickets presented a challenge.

Time Constraints

Limited availability of celebrity speakers necessitated a strategic approach to maximize their impact.

Existing Strategies

The client relied heavily on paid advertising and a sales team for direct selling, which was insufficient for higher-priced ticket sales without a comprehensive strategy.

Strategic Solutions Implemented:

Direct Selling Campaigns:
- Launched targeted campaigns on Facebook, YouTube, Instagram, and display advertisements featuring Robert Kiyosaki and other speakers to drive leads for lower-priced tickets (₹1,500–₹10,000).
Multi-Funnel Approach:
- Event Preview Campaigns:
  - Introduced a teaser event priced at ₹999, with a full refund offered to attendees who stayed until the end.
  - This strategy was repeated bi-weekly, effectively upselling higher-priced tickets.
- Automated Webinar Funnel:
  - Developed a 90-minute free recorded webinar featuring the celebrity event promoter, reaching a broad audience and generating ticket sales for mid and low-value tickets without manual intervention.
- Affiliate Marketing Program:
  - Leveraged the client’s extensive fanbase by incentivizing over 100 partners to promote and sell event tickets on their platforms.
- Upsell Nurturing Strategy:
  - Targeted purchasers of low and mid-value tickets (₹15,000–₹40,000) with a 45-minute onboarding video and a 5-day WhatsApp and email sequence, persuading them to upgrade to higher-priced tickets.
Comprehensive Social Media Strategy:
- Executed a robust social media campaign, including posts and stories on Facebook and Instagram, showcasing past events and promoting the upcoming one.
- Organized contests offering low-value tickets as giveaways, while established funnels managed upselling.

Results Achieved:

5500

Sold over 5,500 tickets in 60 days for the three-day event.

200

Sold an additional tickets for a four-day retreat.

3

Achieved an average ticket sale price of ₹3 lakh.

500

Realized a Return on Ad Spend (ROAS) exceeding 500%.

Conclusion:

Through a strategic and multifaceted digital marketing approach, the business coaching venture successfully attracted over 5,500 attendees to their event, achieving a remarkable ROAS of 500% within a 60-day period.