Build the market plan
Start with the route, venue capacity, ticket price, on-sale timing, available fan data, and prior market performance. Set an initial allocation by city with room to change it as evidence comes in.
OCTAVE28 MEDIA · SAM JAMESON
Concert tour marketing.
A plan for every market.
Paid media planning and campaign management for concert tours and multi-market runs. Align your routing, on-sale dates, local audiences, and ticketing destinations in one plan that your artist, promoter, and venue teams can use.
Book a strategy call Share a campaign brief ↗A complimentary 30-minute conversation. Working with clients nationwide across the United States.
One tour. Different local realities.
A single budget split rarely reflects the differences between tour stops. Venue size, audience familiarity, ticket price, sales pace, and time until show day can vary significantly by market. I build a campaign structure that makes those differences visible so budgets and creative decisions can respond to the tour as it develops.
Coordinate the tour. Make decisions by market.
Keep the destinations clear
Match each ad to the correct city, date, and ticket link. Confirm purchase tracking with the relevant ticketing or venue team; use clearly labeled traffic metrics when purchase data is unavailable.
Manage creative and approvals
Organize tour-wide assets and local variations around a shared approval process. Plan for announcements, support additions, and late-window messaging without losing control of versions.
Reallocate with context
Compare each market against its sales window and capacity. A low click cost alone does not establish ticket demand, and the same spend allocation will not suit every stop.
How the tour campaign comes together
Market prioritization
Review the routing, venue capacities, on-sale dates, and available sales history. Establish priorities before spreading budget across the entire route.
Announcement through last call
Plan messaging and delivery around the announcement, on-sale, and individual show dates. Keep the right event information connected to the right audience.
Creative and audience testing
Compare hooks, live footage, artist-led assets, and local messaging where those assets are available. Use the response to guide the next round of creative.
Market-level reporting
Track spend and available sales signals by city or date. Separate a weak market from a measurement gap, and explain the basis for budget changes.
Built for the team behind the tour.
I work with artists, promoters, managers, and agency partners who need a paid-media specialist to own the campaign work. A useful starting brief includes routing, show dates, capacities, ticket destinations, approved assets, and the people responsible for each market. Where ticketing systems differ, we establish what can actually be measured before comparing results.
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.
What do you need to scope a tour campaign?
The routing and dates, ticketing links, paid media budget, sales targets, current sales by market if available, creative assets, and the people responsible for approvals. Share these privately in the campaign brief.
Can you manage advertising across several cities?
Yes. Multi-market planning and execution can be organized around the tour, with separate attention to local audiences, ticket links, budgets, and deadlines.
Should every tour stop receive the same ad budget?
Not automatically. Allocation should reflect the objective, capacity, sales pace, audience demand, and time remaining in each market. Initial allocations are planning decisions that can change as evidence arrives.
Can you work behind our agency or creative team?
Yes. White-label paid-media support is available. Your team can lead the client relationship and creative production while I handle the agreed campaign strategy, execution, optimization, and reporting.
What should we prepare for a tour marketing call?
Bring the routing and dates, ticket links, capacity or sales targets, current sales if available, planned creative, and a proposed media budget. Existing campaign exports are useful when reviewing past performance.
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