Modules · Marketing & socials
Marketing is the rhythm towards show day: the announcement, the line-up drops, the last-tickets post. Here the whole calendar lives, linked to what is really happening in the system.
A glimpse of this module
with sample data, liveMarketing & socials shares data with Tickets, Festival site per edition and Programme & stages. Change one thing and they move with it.
Nineteen modules, one system. Change it here and it stays right everywhere.
What it does
Instagram, TikTok, Facebook, newsletter: one calendar with everything in it, filterable per channel and linked to the festival timeline.
Ticket sales open, line-up complete, fifty tickets left: milestones from planning and ticket figures become campaign moments in the calendar on their own.
Images, video, logos and house style together, per festival and per edition. Never again searching three chat groups for that one file.
Every post gets a measurable ticket link. Through the ticket connection you see which channel and which moment really sells, and where you should scale up.
Email addresses of buyers and interested people, properly with consent, ready for the next announcement and the next edition.
Set up drafts, have them reviewed and publish to plan. The calendar guards the rhythm, the team fills it.
A festival marketing plan is the rhythm with which you communicate towards the festival day: the first announcement, the line-up drops and the last tickets post. A good plan sets out what appears when and on which channel, so the campaign moves with the sales instead of standing apart from them.
In practice you work with a content calendar per channel, usually Instagram, TikTok, Facebook and a newsletter. Campaign moments such as tickets on sale, line-up complete or just a handful of tickets left come out of your planning and your sales figures. Every post gets a measurable ticket link, so you see which channel and which moment actually sells tickets and where you should scale up.
With festival.productions that calendar lives alongside the rest of your festival: milestones from the planning become campaign moments automatically, and imagery, video and brand assets sit together per edition. Marketing is one part of festival.productions and shares its data with the tickets, programming and site modules.
Frequently asked questions
Start with the festival timeline and lock in the fixed moments: announcement, line-up drops, tickets on sale and the final push towards sold out. Choose the channels and the message for each moment, and plan everything in one content calendar. In this system you tie those moments to your planning and ticket figures, so the calendar moves with what is actually happening.
Work in phases: first awareness with a save the date and atmosphere imagery, then interest with line-up drops and the stories behind the acts, and finally urgency with last tickets. Make sure every post has a clear ticket link. The marketing module bundles Instagram, TikTok, Facebook and the newsletter into one calendar per channel.
Well before tickets go on sale, so you have already built an audience and an email list by the time the first tickets go live. After that you spread the attention across the announcement, line-up drops and the final phase towards sold out. In this system, milestones from the planning automatically become campaign moments in the calendar.
For most festivals Instagram, TikTok and Facebook are the drivers for reach, and a newsletter is the channel to reach buyers and interested people directly. The choice depends on your audience. The content calendar in this system can be filtered per channel, so you keep an eye on the rhythm of each channel separately.
Give every post a unique, measurable ticket link and compare sales per link. That way you see which channel and which moment converts instead of only likes and reach. Through the ticketing connection those sales figures land in the system, alongside your budget and bar purchasing.
Collect email addresses from buyers and interested people with clear consent, for example through a sign up on your festival site or during the ticket purchase process. That way you have a warm audience ready for the next announcement and the next edition. In this system that fan list sits ready with consent for the newsletter.
Everything in one place
In festival.productions, Marketing & socials feeds straight into Tickets, Festival site per edition and Programme & stages. You change it in one place and it stays right everywhere, from the budget to the event day.