optimization phases planned in order to meet 360 digital priorities
persona profiles developed for Evenko's B2B and B2C audiences
Find out how we did it
Adviso was an immense help in the successful launch of the evenko.ca. They provided us with a clear and strategic plan to guide us through the implementation of the multiple new features provided for the website.
Strategic planning of new website and optimizing digital marketing operations
Challenges related to the project
Shifting an internal culture centered on paid media to an investment in sustainable assets, and creating awareness about the realities of digital marketing among decision-makers.
Taking into account a multitude of third-party online ticket sales websites and physical sales sites when measuring conversions.
High number of events (1,800 per year) of varying scales and themes (music, comedy, variety, sports, family).
Working with very fragmented data not generally used for marketing purposes.
Reduce media investment without reducing the reach or personalization of communications.
Mobilize limited internal resources, monopolized by ongoing event promotion activities.
Strategies deployed by Adviso
Creation of a platform for the brand to build loyalty among visitors, thereby improving the efficiency of paid marketing.
A/B testing and heat maps to optimize the user experience and purchase buttons.
Improvement of the information architecture and nomenclature of the site to increase the organic discovery of events.
Establishment of a user-centered approach to build loyalty and relationships through personalized content and communications.
Guidance on marketing analytics to optimize the collection of customer data, and implementation of conversion tracking via third-party systems and a CRM.
Training and recommendations for optimizing social media strategy.
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