So this case study is about a person who managed to attract more people to his night club through facebook.
When Nic Adler started advertising on Facebook in February 2010, he was looking to crank up the volume for his Los Angeles music venue. Located on famous Sunset Boulevard, The Roxy Theatre features bands from all over the world across all different genres of music, ranging from acoustic to hard rock to techno. By running ads on Facebook, Nic, owner of The Roxy Theatre, was able to increase the number of people who connected to The Roxy Theatre Facebook Page by 65,000 in only three months, giving him 65,000 new people whom he could easily update about the venue’s events and engage with its unique culture.
Nic wanted to position The Roxy Theatre as a leading venue in the entertainment industry. Plus, he also sought to increase its overall ticket sales. After years of using traditional forms of advertising, the venue also decided to use Facebook to build a larger international audience.
When setting out to increase the number of people who connected to the theatre’s Facebook Page, Nic thought it would be best to advertise The Roxy Theatre’s Facebook Page itself. He included strong calls to action and used specific Likes and Interests targeting related to the genre of the band being promoted in the ad. For example, when Nic created an ad for the hard rock band, Guns N’ Roses, he chose Likes and Interests such as: ‘Alice Cooper’, ‘Guns N’ Roses’, ‘Anthrax’, and ‘Judas Priest’. He also included compelling text that featured the band name and event dates. This combination allowed Nic to create a high-performing ad that caught his audience’s attention.
In addition to creating strong ads, Nic also took advantage of The Roxy Theatre’s Facebook Page to post status updates multiple times each day. He featured questions, links, and updates that encouraged engagement among users connected to the Page. These status updates now drive over 4 million page views and 9,500 interactions per month.
In just three months of advertising on Facebook, more than 65,000 people connected to The Roxy Theatre’s Page. It is currently one of the top nightclubs/venues on Facebook. Furthermore, it has since set and reached a goal to obtain 100,000 connections by December 2010.
Today, more than 126,000 people have connected to The Roxy Theatre’s Page. It looks forward to marketing new events this year and continuing its success with Facebook Ads.
