Boost, a marketing tool created by combining Eventbrite's marketing tools and ToneDen's paid ads tools, faced a challenge of improving usage levels and reducing churn rates. Boost's marketing tools were siloed and not integrated with the core ticketing strategy, creating confusion for creators who saw marketing as related only to their upcoming events.
To solve this problem, we developed a planner/marketing calendar to provide a holistic view of marketing tools and guide creators on recommendations and awareness of time and date for performing marketing tasks. This planner also aimed to increase the number of creators using at least one tool and boost lifetime value for creators paying for Boost subscriptions.
Improve usage levels of Boost's marketing tools and reduce churn, while creating a unified point of recommendation for every tool.
Encourage creators to utilize at least one marketing tool and establish a foundation for unifying additional tools in the future.
A centralized location for marketing tools will motivate more creators to try at least one tool, see subscription value, and possibly engage with more tools later.
After developing some initial concepts, we conducted user testing to better understand how creators perceive the concept of a marketing calendar.
Participants saw the marketing calendar as a scheduling tool that guides the execution of the overall marketing process. They also noted that there was an appetite for a solution like a marketing calendar to organize their marketing approach since they currently have to rely on multiple spreadsheets and tools to track their marketing plan.
Upon reviewing the filled calendar page, participants understood the functionality and purpose of the marketing calendar and were excited about the tool.
In 2022 an MVP version of this marketing planner was launched. With its initial success there are plans to expand the planner and continue to add tools for creators to utilize.
On average 12.7% of creators click on an email recommendation – leading to overall higher tool utilization.
Around 1.4% of creators clicked on academy tips – leading to a better understanding of marketing tools.
The planner not only successfully directed creators towards other marketing tools but also laid the groundwork for centralizing future tools.