Case study

Evenko

3
optimization phases planned in order to meet 360 digital priorities
6
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.
Audric Trudeau
Digital Strategist

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).

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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