Background

Boost, a marketing tool created by combining Eventbrite's marketing tools and ToneDen's paid ads tools, faced a challenge of improving usage levels and reducing churn rates. Boost's marketing tools were siloed and not integrated with the core ticketing strategy, creating confusion for creators who saw marketing as related only to their upcoming events.

To solve this problem, we developed a planner/marketing calendar to provide a holistic view of marketing tools and guide creators on recommendations and awareness of time and date for performing marketing tasks. This planner also aimed to increase the number of creators using at least one tool and boost lifetime value for creators paying for Boost subscriptions.

Problem

Improve usage levels of Boost's marketing tools and reduce churn, while creating a unified point of recommendation for every tool.

Goal

Encourage creators to utilize at least one marketing tool and establish a foundation for unifying additional tools in the future.

Hypothesis

A centralized location for marketing tools will motivate more creators to try at least one tool, see subscription value, and possibly engage with more tools later.

Phase 1

Early Concept Testing

After developing some initial concepts, we conducted user testing to better understand how creators perceive the concept of a marketing calendar.

Participants saw the marketing calendar as a scheduling tool that guides the execution of the overall marketing process. They also noted that there was an appetite for a solution like a marketing calendar to organize their marketing approach since they currently have to rely on multiple spreadsheets and tools to track their marketing plan.

Upon reviewing the filled calendar page, participants understood the functionality and purpose of the marketing calendar and were excited about the tool.

A web screenshot of a share on linked tool with description fields, a preview image, and a post to LinkedIn button.

Calendar Test Plan

Concept #1: “Empty State”

After showing this screen we asked the following:‍

What are your overall thoughts on this concept of a “Marketing Calendar”?
How would you describe the purpose of using a Marketing Calendar?
Who do you think this is for?
How clear was the description of the Boost Marketing Calendar?
Based on the description, how interested are you in trying out the Boost Marketing Calendar?

Concept #2: “Filled State”

After showing this screen we asked the following:‍

In your own words, describe what is being represented on the calendar.
What types of tasks do you expect to be able to accomplish using a Marketing Calendar like this?
How easy or difficult is it to understand the purpose and functionality of the Marketing Calendar
Overall, how useful is having something like a Marketing Calendar?

Results

Overall, participants understood the concept of a marketing calendar and recognized the value of using one

Macro and Micro Themes

2

2 out of 8

participants thought of a marketing calendar in micro terms as a “scheduling tool”.

6

6 out of 8

participants thought of a marketing calendar in broader terms as a strategic planner for mapping out and executing their marketing plan.

Phase 2

Shifting the Focus to Tool Utilization

Based on our initial research findings, we decided to shift the focus of our marketing calendar to a marketing planner. This new focus would allow creators to receive personlized recommendations, provide a centralized location for tools, and learn more about the tools that we offer.

Smart recommendations

Providing smart recommendations based on popular tools this planner gave us the ability to drive tool usage across platform.

Event Focused Marketing

After our initial explorations we decided to add event filtering to focus marketing efforts around certain events.

A marketing planner with a one week view on a marketing dashboard.

A customer journey map showing different steps of the marketing process and when certain tips would be surfaced.

Additional Planning

Working with product marketing and product analysts, we worked as a team to define rules for recommendations and marketing tips.

When to recommend email campaigns.

Defining how early to share tips.

Connecting other marketing tools through the planner surface area.

1

Dashboard Tool

This approach was the clear frontrunner for MVP function. Placing the planner on the dashboard provided a centralized location for tools. This jumping off point also helped to lay the foundation for future planner work.

2

Top Modal Dropdown

A widget style approach is something still being considered and could help unify other parts of the creator platform.

3

Nested Calendar View

The nested calendar view cluttered the current event calendar and didn't provide a cohesive experience. If the calendars were combined in the future a more holistic approach would be needed to solve for this.

🏁 Outcomes

In 2022 an MVP version of this marketing planner was launched. With its initial success there are plans to expand the planner and continue to add tools for creators to utilize.

On average 12.7% of creators click on an email recommendation – leading to overall higher tool utilization.

Around 1.4% of creators clicked on academy tips – leading to a better understanding of marketing tools.

The planner not only successfully directed creators towards other marketing tools but also laid the groundwork for centralizing future tools.

Eventbrite Marketing Planner