Optimise campaign lead time

How to schedule multiple campaigns for events to increase campaign impact and reach

Running multiple advertising campaigns in parallel for events can be highly effective in maximising reach and engagement. This strategy involves running several different but complementary campaigns at the same time, each targeting different event audiences.

Timing of Campaign Launch

  • Lead Time: As a general rule, start your campaigns 6-8 weeks before the event. This will allow enough time to build awareness and ticket sales.
  • Early Bird Campaigns: Consider launching early bird campaigns 10-12 weeks in advance, especially for larger events. This can help gauge initial interest and secure early commitments.
  • Last-Minute Push: In the last two weeks before the event, campaigns can help provide a last-minute boost to sales. However, depending on the event, this may be too late for large segments of the potential audience. (Measuring campaigns that run for less than 2-3 weeks is extremely difficult and may be less accurate). 

How many parallel campaigns can I run at the same time?

Although this depends on many factors and cannot be reliably generalised, we see that most promoters can run up to 3-5 campaigns for the same type of event and in the same markets at the same time without too much overlap and loss of efficiency.

This can be explained by the fact that the biggest competition on ad marketplaces is not even within the same category of promoters (events), but with brands from many other categories, especially travel, retail and others.

The general rule of thumb we see working for most promoters is that the bigger the market, the more diverse the event and the smaller the advertising budget, the more parallel campaigns are possible. 

An effective tactic for our clients to manage a high number of parallel campaigns is a rolling system like this:

  • Week 1-2: Campaign 1
  • Week 3-6: Campaign 1 + 2
  • Week 7-10: Campaign 2 + 3