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Our Senior Marketing Manager talks about our New Year’s Eve campaign

  • By Ryan Moss

  • 07 Dec 2023
  • 8 min read

The clock is ticking.

In just over three weeks, eventgoers will be putting on their best clothes, stocking up on their drink of choice and getting excited for the New Year’s Eve party they’ve bought tickets for.

Along the way, they’ll make new memories. Memories that will become running jokes in the group chat and memories that will be retold at gatherings in years to come.

If you list your New Year’s Eve event with Skiddle, it could be your event where attendees make those memories.

But how is our marketing department helping to put events like yours at the forefront of people’s minds?

Well, we’ve got the answer right here. Our Senior Marketing Manager, Lisa, kindly spent some time diving into what the team will be up to over the festive period. Below, she explains our goals, aims and plans to execute success. Scroll down to get the lowdown.


Last year, our New Year’s campaign was based around the theme ‘Choose Skiddle’. What’s the idea going into this year’s NYE?

“Our concept for 2023 focuses on the many benefits of heading out and experiencing New Year’s Eve and New Year’s Day. We’ll be exploring the varied aspects that come together to make an unforgettable end-of-year celebration, from the countdown to the fireworks and the late-night taxi adventures.

Jumping on the nostalgia trend that’s been widely observed in commercial marketing as of late – think McDonald’s Teletext-inspired Ad and Walmart’s Mean Girls Ad – we’ll be taking cues from an iconic British comedy series which aired back in the 90s. Can you guess which?

We’ll pay homage to one of the decades quirkiest TV shows whilst putting our own New Year-themed spin on things. We aim to highlight why the New Year period is still the most eagerly anticipated time of year for partygoers, at the same time making festive celebrants aware that Skiddle is the number one destination for tickets to New Year events.”

With the NYE marketing campaigns, what kind of company does Skiddle want to position itself as? 

“When we look towards advertising events happening over New Year’s Eve, the aim for us is to always show that we are the go-to ticketing platform for a night out. We boast a vast directory of NYE events on our website with something to suit everyone. We want to be seen as the ultimate guide to going out.”

Give us a brief description of what each team within the marketing department will be doing to help the campaign, and how that will fit into the overall goals of the campaign.

“Firstly we outline the targets of the campaign to the team and work together to produce a campaign idea that fits with our audience and marketing channels, then the hard work starts! Each team within the department is responsible for pulling everything together to ensure that the campaign runs smoothly:

Managers – we sign off the campaign concept, finalise budgets and assign to relevant teams, create the campaign plan to assign work and deadlines, book advertising and oversee all creative elements.

Design – conceptualising the campaign idea as a whole, finalising the design which will be used and then translating for print and digital advertising, creating any assets needed by the team to tie in the campaign.

Videography – conceptualising the video ad which represents the campaign, storyboarding, filming and editing, supplying final version for TV advertising, paid ads and social media, as well as capturing any still photography needed for the print elements of the campaign.

Paid advertising – creating a strategy for our paid ads and running this throughout the duration of the campaign.

SEO – ensuring we rank highly for all content related to NYE whether that be through blogs, landing pages or external SEO link building.

Written Content – writing a HUGE amount of content to cover NYE on our website, updating our Inspire Me pages with events and liaising with SEO to ensure the strategy is being followed.

Social Media – talking to our customers! Getting the word out to our audience about NYE and tying it all in with our campaign.

B2B – educating our promoters on the importance of listing NYE events as early as possible and all of the features which we can offer in order to promote their events.

WordPress Development – working on plans to launch a new, exclusive service to a small number of our promoters in 2024.”

How does the marketing department track improvement from one festive campaign to the next?

“Our main metrics are ticket sales, website traffic around the NYE period and the Return on Ad Spend (ROAS) on our paid media campaigns. We compare these year on year to see how we are improving and refining our targeting. I am happy to say that YoY we are improving in all of these areas with significant growth seen in 2022 vs 2021.”

What 3 pieces of advice would you give to promoters who are trying to boost their ticket sales for festive season events?

  1. “Ensure that your event and tickets are listed before payday in November! Although we tend to see a huge spike in ticket sales after Christmas Day, tickets will still be sold as early as Novemeber when people initially start planning their NYE celebrations. 
  2. If you are running paid ads, get tham live with plenty of time to spare. I say this all the time, but don’t leave running paid ads until right before the event to try and increase ticket sales. For paid ads to be truely effective, you need to have them running for a couple of weeks at least. 
  3. Utilise our extra marketing features, from e-flyer emails and push notifications to our Waiting List and even Discount Codes. We have a variety of tools that you can use to push your events, speak to your Account Manager or our knowledgeable Account Spport team who can best advise on what will work for your event.”

Got a question you need an answer to? Give us a call on 03333010301 or ask us a question over on the Skiddle Promoter Twitter account by clicking or tapping on the button below. Alternatively, you can also find a list of our most frequently asked questions over at https://help.promotioncentre.co.uk/

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