Social Case Study.
Hospitality and events need a solid social media presence. The Attic did not have one. A comedy club lives or dies on whether people know who is on and when, and that information was not reaching anybody reliably.
So we spent six months rebuilding it, with one rule: build a genuine, repeat audience rather than a rented one. A rented audience is the one you pay for each time you want it. A repeat audience is the one that comes back because it already knows what it is getting.
Over those six months the club took 2.5 million views and a 600% lift in viewership, without a penny of ad spend. That is the number that gets quoted, and on its own it is not the interesting one.
Views do not sell tickets. So we tracked what happened after the view, and found 20,000+ click-throughs from the social profiles to the booking engine, alongside a marked rise in the club’s general exposure around Southsea.
That is the measurement that matters, and it is the one most social reporting quietly avoids. Reach is easy to grow and easy to present. The click from the post to the booking page is the only part of the chain that has anything to do with a ticket.
What happens next.
Regardless of their next steps, The Attic now owns their audience. They are able to use it in whatever way they see fit.
At GilbeyPink, we will continue to grow that audience until we are the number one most viewed comedy club in the country. (A title currently held by Hot Water Comedy Club. And yes, we are serious about this goal — it is not a what-if, it is a when.)
Social media marketing
in Portsmouth.
Social media looks like the fun channel, and it gets handed to a front of house minimum wage worker. Concerning, when you consider it is usually the first impression somebody has of you, and often the only one they will send to the group chat when they are deciding whether to book.
The job is not reach. Reach is the easy half, and the half that flatters a report. The job is using this top-of-funnel channel, Instagram for example, to convert low-intent traffic into high-intent traffic that eventually lands on your booking engine.
If you run a venue in Portsmouth or Southsea and social is being handled by whoever has the time spare, contact us about our social media management.