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CASE STUDY

Evenko

3
Optimization phases planned to meet 360 digital priorities
6
Persona profiles matching Evenko's B2C and B2B audiences
12
Roadmap month

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.
Audric Trudeau
Digital Strategist
1

STRATEGIC PLANNING OF NEW WEBSITE AND OPTIMIZING DIGITAL MARKETING OPERATIONS

Adviso worked with evenko to optimise its website and operations to increase ticket sales for its diverse offering of shows across the province. To accomplish this we created a 12-month roadmap that included strategic planning, defining the functionality of the new site and producing mock-ups, and support throughout the development phase, carried out by Plank. We identified the pillars of online operations (assets, platforms), and worked to personalize communications and build loyalty among visitors. Among other things, this was done by optimizing conversion tracking on third-party systems (ticketmaster, outbox, admission, ticketpro) and by creating a logged in space for members allowing evenko to share targeted, personalized content. Finally, we supported the evenko team in the creation of strategies related to social media events, and how to benefit from user generated content (UGC).
 
2

CHALLENGES RELATED TO THE PROJECT

Transform an internal culture centered on paid media towards an investment in sustainable assets and educate decision makers on the realities of digital marketing
Take into account a multitude of third-party online ticket sales sites and physical outlets when measuring conversions
High number of events (1800 per year) of varying scope and under different themes (music, humour, variety, sport, family)
Working with highly fragmented data not used for marketing purposes
Reduce media investments without reducing the reach and personalization of communications
Mobilize limited internal resources monopolized by ongoing promotional activities
3

STRATEGIES DEPLOYED BY
ADVISO

Creation of a platform owned by the brand which makes it possible to retain people and therefore to be more effective in paid marketing
A/B testing and Heat map for the optimization of the user experience of the site and the purchase buttons
Improved site information architecture and nomenclature to increase organic discovery of events
Implementation of a user-centric approach to strengthen the relationship and loyalty through the personalization of content and communications
Marketing Analytics tips to optimize the collection of customer data and set up conversion tracking via third-party systems and a CRM
Training and recommendations to optimize the social media strategy

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