SCHEELS Arena in Fargo, North Dakota, has been a cornerstone of the region’s entertainment and sports scene since opening in 2008. This 6,000-seat multi-purpose arena, home to the USHL’s Fargo Force, hosts all types of events, including concerts, family shows and sporting events.
Challenge: Optimizing Marketing Resources
As a mid-size venue, SCHEELS Arena faces a familiar challenge — maximizing its marketing efforts while optimizing resources and efficiency. When Promoted Ads launched in early 2024, the arena saw an opportunity to efficiently increase event awareness and reach more fans without stretching resources too thin.
Solution: Powerful Capabilities With Promoted Ads
Self-Serve Functionality
One of the standout features of Promoted Ads is its self-serve functionality. Within TM1, Ticketmaster clients can launch campaigns in just minutes — giving marketing teams like SCHEELS Arena’s the flexibility to promote events efficiently. This streamlined process helps them maximize their time and resources to promote their events.
SCHEELS Arena leverages Promoted Ads to market individual events to boost awareness and drive ticket sales. Promoted Ads feature the arena’s events across Ticketmaster.com, including the homepage, search results page and more.
Since 2024, SCHEELS Arena has launched seven campaigns, promoting a diverse lineup of events, including Kidz Bop, Collective Soul, Tom Segura, Howie Mandel and more.
Promoted Ads have been a game-changer for our marketing team. The tool has streamlined our event promotions, and we’re thrilled with the results we’ve seen so far.”
Tim Zick
Marketing Manager, SCHEELS Arena
No Campaign Minimums
SCHEELS Arena was especially drawn to the budget flexibility of Promoted Ads. With this self-serve functionality, the marketing team has full control over campaign timing and spending. Promoted Ads require no minimum spend to launch a campaign, and Ticketmaster clients are only charged when their ad is clicked on.
This flexibility enables SCHEELS Arena to tailor its marketing strategy to each event’s needs. Whether boosting awareness at onsale or driving last-minute sales for distressed inventory, Promoted Ads provide a cost-effective way to reach new fans while staying within budget.
“Nearly one-third of the traffic on Ticketmaster.com is in ‘discovery mode’. They want to go to something; they just don’t know what they want to go to.”
Results
SCHEELS Arena saw strong results from its Promoted Ads campaigns in 2024, achieving an average return on ad spend (ROAS) of 5x. By leveraging this tool, the arena efficiently drove ticket sales and impressions within its allocated budget.
5x
ROAS
2024 was a successful year as we introduced Promoted Ads into our marketing strategy. As the tool continues to evolve, we look forward to expanding our use and maximizing its full potential.”
Tim Zick
Marketing Manager, SCHEELS Arena
Promoted Ads offers a flexible, effective marketing solution for venues of all sizes. With both self-serve and managed service options, our team of experts is ready to work with you to help you promote your events and achieve your business goals.
For more details, check out this page to explore the key features of Promoted Ads.
Are you a Ticketmaster client and ready to launch a campaign? Get in touch with us here.
