Before the on-sale
Review capacity, ticket tiers, market reach, previous sales, creative assets, and the purchase path. Agree the campaign objective and what the available tracking can actually measure before allocating spend.
OCTAVE28 MEDIA · SAM JAMESON
Event & festival advertising.
Strategy through execution.
Paid media buying for promoters, festival teams, venues, and ticketed experiences. I connect audience strategy, campaign execution, and budget pacing to your on-sale calendar—with direct access to the person running the work.
Book a strategy call Share a campaign brief ↗A complimentary 30-minute conversation. Working with clients nationwide across the United States.
A campaign has to work within the sales window.
An event has a fixed date, a finite capacity, and a sales curve that changes as the show approaches. I plan around those constraints: what needs to sell, who can realistically attend, how much time remains, and which signals are available to measure progress. The goal is to connect discovery with a clear path to buying tickets.
A media plan built around the sales cycle.
Through the sales window
Separate discovery from remarketing, plan creative refreshes, and pace spend against the event date and sales progress. Budget shifts should reflect evidence from the campaign and ticketing reports.
Across events and markets
Give each event its own priorities while keeping naming, reporting, and review standards consistent. A portfolio needs visibility into where additional spend is useful and where it is not.
At each performance review
Review spend, sales where measurable, audience response, and creative performance together. Leave with clear decisions on what to test, refresh, reduce, or scale.
What I can manage
Audience and market planning
Define the practical travel radius, relevant audience groups, existing customer signals, and exclusions before allocating spend.
Campaign setup and media buying
Build and manage campaigns primarily on Meta, with TikTok or other channels selected when the audience, creative, and objective support them.
Retargeting and budget pacing
Reconnect with interested audiences and adjust spend as the on-sale develops. Keep campaign timing aligned with announcements, lineup updates, and the event date.
Performance reporting
Review spend, creative response, and available ticket conversion data together. Explain attribution limitations and recommend the next action.
Start with the event, then build the media plan.
Bring your event date, venue capacity, ticket link, current sales position, and any existing campaign results. We can identify whether the immediate need is an audit, a launch plan, or ongoing management. Your team provides the brand direction, approved assets, and ticketing access; I connect the campaign strategy, execution, and reporting.
How an engagement starts.
We begin with your business objective, campaign window, available paid media budget, creative resources, and measurement setup. I review the brief, clarify responsibilities, and propose a scope covering planning, execution or advisory support, reporting, and communication. Advertising spend and management fees are discussed separately and agreed privately.
Questions before we talk.
Can you work with our promoter, ticketing, and creative teams?
Yes. We agree who owns ticketing access, creative production, approvals, and reporting before launch. I can own paid media execution or advise your in-house team, depending on the engagement.
Can you help with a festival, recurring venue calendar, or a single event?
Yes. The structure can support a single show, a festival campaign, or an ongoing venue calendar. The media plan depends on the number of events, markets, sales windows, and available budget.
Do you work with Eventbrite events?
Yes. I offer independent Eventbrite marketing help, including paid social strategy and campaign management. I previously built the strategies and logic behind Eventbrite’s Paid Social Ads recommendation engine.
How much should an event spend on ads?
There is no universal budget. Start with capacity, ticket economics, current sales, geography, campaign timing, and historical performance. Media spend and the scope of management are discussed separately before work begins.
Can you guarantee a sellout?
No. Advertising performance depends on the offer, audience demand, pricing, creative, sales experience, and available budget. The work focuses on a clear plan, active optimization, and transparent reporting.
Let’s plan
what happens next.
Bring your goals, timing, and questions. We’ll work out the right next step.
Book a strategy call ↗octave28media@gmail.com