Art Exhibit Marketing Strategy Helps NOLA Pop-Up Thrive During Pandemic

Generated $500K+ in event ticket sales revenue with only $50K in ad spend, delivering exceptional results for a NOLA art exhibit pop-up.

Case Study Competitive Analysis Consulting Event Promotion Market Research Paid Media Reporting and Analysis Web Design & Development

Capabilities used

Paid Media Campaign Strategy Reporting & Analysis

The short version

JAMNOLA achieved $6.3M+ in revenue from advertising, 118M+ impressions, and a 9.7x return on investment from advertising efforts. With $4,500 spent over August, Anderson generated $115,000+ in ticket revenue and helped maintain an average return on ad spend of over ten times after launch.

About the Project

JAMNOLA stands for Joy, Art & Music – New Orleans. JAMNOLA is New Orleans’ first experiential pop-up that takes audiences of all ages on a topsy-turvy stroll through the cultural gems that make the city so special. The 12-room exhibit features art from over 20+ New Orleans artists.

JAMNOLA is located at 2832 Royal St, New Orleans, LA 70117 in the Marigny neighborhood which is a 5-minute ride share or 15-minute walk from the French Quarter.

Our collaboration with JAMNOLA started in the summer of 2020, just before the public debut of their Art Exhibit. With the onset of COVID-19, their original plans for the launch were significantly altered, requiring a substantial strategic shift for their interactive art attraction.

Our two teams would have to collaborate and figure out how we would take a museum that was initially meant to be very hands-on and achieve success during a pandemic. Limitations included the number of individuals allowed in the building at a time as well as ensuring that the location was cleaned constantly. Likewise we had to communicate this effectively to guests while avoiding razor-tight advertising restrictions on ad networks due to COVID-19.

Client:

JAMNOLA (Joy Art Music New Orleans)

Product:

Event Series & Art Exhibit

Services:

Marketing Consultation, Strategic Planning, Full Service Media Planning, Facebook Advertising, Google Advertising, Youtube Advertising, Email Marketing, PR Amplification Strategy, Tik Tok Advertising, Display Advertising, Analytics & Data Management

THE PROBLEM:

Overcoming Challenges: A Profitable Marketing Model for Pandemic-Affected Event

The obstacles were numerous. In order to achieve success, the digital strategy team at Anderson Collaborative had to work with a limited advertising budget, maximize its return, build a very tactical media plan, and ensure at the end of the day after all marketing expenditures that the event didn’t just survive but was profitable.

THE SOLUTION:

Anderson Collaborative created a targeted marketing plan for JAMNOLA, achieving profitability in 15 days and ensuring a successful launch despite pandemic challenges.

After months of delay and investment dollars lost due to the Pandemic, doors were set to open on August 1st. We had roughly 15 days to prove we could establish a profitable marketing model or a decision to keep the location open through September and beyond was highly unlikely.

Results Summarized:

Despite these incredible obstacles, we managed to succeed. Pre-sale advertising efforts spearheaded by the Anderson Collaborative team immediately achieved profitability at a very large scale and our cross-channel marketing funnel approach turned out to be incredibly effective. With our team tracking revenue generated from every campaign, ad set, and ad creative, we were able to make tactical decisions quickly to promote only the combinations that generated the most return on ad spend. Month one return on ad spend was as high as 25x (every dollar invested generated $25 in revenue). With just $4,500 spent over the course of August, we were able to generate $115,000+ in ticket revenue.

And we’ve managed to maintain these results with an average return on ad spend of over ten times since campaigns launched. Nearly a year later JAMNOLA continues to sell out nearly weekly and has become a staple in the New Orleans art community. Our team continues to be their partner in Digital Marketing initiatives to this day. JAMNOLA achieved an overwhelming amount of press coverage appearing in articles from the likes of Forbes, Offbeat Magazine, Thrillist, The New York Times, and The Washington Post.