Kids Wonderland is Western Australia’s biggest kids carnival, providing endless school holiday entertainment for children between 2 and 12 years of age.

Returning to Perth for it’s 5th year in 2018, Kids Wonderland wanted to see how they could sell more tickets at on-sale, rather than seeing the bulk of sales come through in the week prior to the event.

Type of Event
Children and Family

Location
Perth, WA, Australia

Attendees
20,000

Features used
Pre-sale

The goal: sell more tickets during pre-sale

Despite seeing over 20,000 people through the gates over 4 days, Kids Wonderland wanted to improve their cash flow for the event by increasing the number of tickets they sell at on-sale, rather than in the week leading up to the event.

The solution: encourage pre-sale registrations in order to promote the event when tickets were released

Kids Wonderland launched a pre-sale campaign at the announce of the 2018 event using Audiencetools Online Capture Forms, which they pushed out to their existing database via social media, email and SMS. Paid social campaigns also allowed them to reach new, more relevant audiences for this years event.

Those interested in the event were encouraged to register via the Audiencetools pre-sale link in order to get first access to discounted tickets, as well as go in the draw to win 1 of 3 family passes for the event. This push of the event prior to tickets going on-sale created an urgency within potential attendees minds and started to build on the idea that ‘tickets were limited’, so they would need to be one of the first to purchase or risk missing out.

The Audiencetools pre-sale form encouraged fans to follow Kids Wonderland on different social platforms, as well as share with friends, in order to gain more entries into the draw for the 3 family passes. This led to a massive boost in followers for the event, as well as an ability to reach these people without needing to spend a cent.

Through Audiencetools Intelligence, Kids Wonderland was then also able to identify key demographic and interest-based information about their fans, which assisted in developing their marketing strategy for the period following ticket on-sale. In particular, the Kids Wonderland team were able to drill down on insights such as the type of music their fans listened to, and then use this when securing promotional partnerships with local radio stations.

The Results

Instead of moving straight into a general on-sale, Kids Wonderland ran a 48 hour pre-sale period where tickets were available at a discount of 20% off the regular price. The organiser contacted those who had registered for the pre-sale via email and SMS in order to provide them with an exclusive pre-sale code to access the discount, resulting in a rapid influx of ticket sales and therefore, cash flow, for the Kids Wonderland team.