"In this case, the band and Wharton Center staff knew their target audience was 55 years old and up. So officials went to work, directing carefully worded digital ads to that specific age group. The key lies in being able to target specific demographics with digital marketing. And smartly timing it all to make sure the proper population is receiving messages and ads."
"We were looking to find older audiences and potentially the children of those fans who grew up hearing their parents play those songs. As with many concerts, it's typical to do a big push for a week or two when the tickets initially go on sale. In this case, that included radio campaigns on three adult contemporary radio stations and a month-long Meta - both Facebook and Instagram platforms - ad campaign to create awareness and convert to sales."
A Chicago concert filled all 2,254 seats in Cobb Hall at Wharton Center in East Lansing, Michigan. The band comprises ten members aged around 58, while the campus local audience is mainly college-aged. Marketing targeted adults 55 and older through a two-phase campaign combining radio on three adult contemporary stations and a month-long Meta advertising campaign on Facebook and Instagram with static and video ads. Campaign timing and demographic targeting, aided by technology and algorithms, plus budget planning and a second promotional push, produced sell-out results.
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