PromoTix University Podcast – Episode 5 🎙️
Secrets to Event Success: How Victory Athletics is Winning in Cheerleading Competition Production - Carrie Page & Madison Gregory
In this episode of PromoTix University, host Will Royall explores the world of cheerleading event production with Carrie Page and Madison Gregory from Victory Athletics. Learn how they have become leaders in the industry through innovative production, unique scoring systems, and a customer-first approach.
Dive into how they go against the grain on things like "Stay to Play" and really set themselves apart through differentiation and consistency of quality amongst their events.
📖 Chapters
00:00 - PromoTix University Opening Teaser
00:41 - Victory Athletics Introduction
01:34 - Running Many Events with a Lean Team
03:05 - Standing Out in a Competitive Market
05:38 - Key Decisions When Expanding Into New Markets
08:28 - The Deposit Lock-In System
09:43 - How to Maintain Consistency In Quality Across Many Events
11:22 - Awards and Recognition at Events As a Differentiator
15:16 - Increasing Spectator Attendance
16:40 - Why Victory Athletics Doesn't Do "Stay-To-Play"
19:22 - Innovative Scoring System To Increase Attendance
22:16 - Advice for New Event Producers
24:35 - Wrapping it Up With Victory Athletics
25:09 - Differentiation in Event Management & Show Closing
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#CheerleadingEvents #EventProduction #VictoryAthletics #CheerCompetition #EventSuccess #PromoTixUniversity #Cheerleading #EventInnovation #CheerEventProducers #SportsEvents #ticketing #spectatorticketing #eventmarketing
PromoTix University Podcast – Episode 4 🎙️
How to Legally (and Creatively) Integrate Cannabis into Your Events - Kristy Caldwell & Gopi Sangha
In this episode of the PromoTix University Podcast, host Will Royall explores the fast-evolving world of cannabis-friendly events with two industry trailblazers: Kristy Caldwell, founder of Harvest Fest in Oklahoma, and Gopi Sangha, co-founder of High Frequency and The Cusp Agency in California.
From underground roots to fully licensed retail and consumption zones at major festivals, Kristy and Gopi share how they’re pushing boundaries—and staying compliant—while creating unforgettable experiences for attendees. You’ll hear what it takes to pull off legal cannabis activations, the realities of working with patchwork state and local regulations, and how to rethink traditional alcohol-driven revenue models.
🌱 Gopi dives deep into the behind-the-scenes of California's cannabis lounges, delivery workflows, and festival activations like “Ganja Garden” at Dirtybird Campout. 🌾 Kristy breaks down how Harvest Fest navigates Oklahoma’s evolving laws and why trust and community are the secret ingredients in pulling it off.
🔥 Whether you’re eyeing your first 420-friendly event or want to level up your existing production, this episode delivers actionable advice on compliance, marketing, risk management—and how to create high-vibe, high-integrity experiences that resonate with today’s cannabis culture.
📖 Chapters
00:00 - Introduction to the PromoTix University Cannabis Episode
01:14 - The Rise of Cannabis Events and Our Guests Today
02:08 - Gopi Sangha's Journey into Cannabis Event Production
03:24 - Navigating the Patchwork of Cannabis Policies
05:46 - Misconceptions About Cannabis Integration in Events
08:12 - Innovative Retail Models: The Ice Cream Truck Approach
09:25 - The Ganja Garden Experience at Dirty Bird Campout
11:36 - Compliance and Stakeholder Education in Cannabis Events
13:48 - Timeline for Cannabis Event Activations
15:32 - Navigating Marketing Challenges in Cannabis Events
19:56 - Payment Processing and Financial Challenges
23:41 - Shifting Demographics, Behaviors, and Consumption Trends
26:35 - Revenue Models for Cannabis Activations
30:25 - The Future of Cannabis Events and Activations
34:17 - Introduction to Kristy Caldwell and Harvest Fest
35:03 - The Birth of Harvest Fest
36:42 - Navigating Regulations, Vendor Challenges, and Trolley Rides
40:32 - Impact of Regulations on Small Growers
44:49 - Marketing Challenges in the Cannabis Industry
49:23 - Lessons from High Times Festival in Oklahoma
51:46 - Ticketing and Event Management Innovations for Cannabis Events
55:27 - The Future Vision for Harvest Fest
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#cannabis #cannabisevents #cannabisfestivals #cannabispolicy #oklahomacannabis #californiacannabis #weed #marijuana #cannabismarketing #ticketing #events
PromoTix University Podcast – Episode 3 🎙️
Unlocking Sales: Using Archetypes to Boost Event Ticket Sales - with William Royall
In this episode of the PromoTix University Podcast, host Will Royall breaks down the power of brand archetypes in event marketing—and why using them correctly can dramatically increase ticket sales, especially for VIP packages. Whether you're producing a comedy show, a business seminar, or a kids’ event, your audience connects emotionally first—and brand archetypes are the secret weapon for building that connection.
Learn how to align your event's visual identity, messaging, and ticket tiers with psychological drivers that influence buying decisions. Will shares actionable strategies on how to select the right archetype for your event, design marketing campaigns around it, and use it to increase audience engagement, build brand trust, and ultimately sell more tickets.
🎟️ Discover how to turn your event from forgettable to unforgettable using timeless psychology and smart brand strategy.
🔗 Download the Brand Archetype Worksheet (yes, it's free):
https://connect.promotix.com/brand-archetypes-event-worksheet
📖 Chapters
00:00 - Introduction to Brand Archetypes
01:33 - The 12 Brand Archetypes Explained
03:52 - Selling More VIP Tickets with Brand Archetypes
05:23 - Applying Brand Archetypes to Different Types of Events
09:02 - Implementing Brand Archetypes in Your Event Marketing
10:01 - Taking Action with the Brand Archetype Framework for Events
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#eventmarketing #brandarchetypes #tickets #ticketsales #audienceengagement #emotionalmarketing #eventbranding #marketingstrategy #promotix #sellmoretickets #eventplanning #psychology #brandingtips #eventpromotion #vipexperience
PromoTix University Podcast – Episode 2 🎙️
Three Marketing Tools That Will Sell More Event Tickets Today (Plus Two Bonus Tools) – with William Royall
In this second episode of PromoTix University, host William Royall reveals three powerful online tools you can start using today to drive more ticket sales for your events. From automating personalized engagement to leveraging data for smarter artist bookings, this episode is packed with actionable insights that will help you grow your events and maximize your ROI.
You’ll learn how to use Influencity to launch scalable influencer campaigns, how ManyChat can turn your DMs into high-converting marketing funnels, and how PromoTix’s Spotify Artist Insights tool can help you book artists that your audience actually listens to—ensuring your lineup sells. Plus, William shares two bonus strategies for tracking influencer performance and building out a winning ambassador program using PromoTix.
If you're serious about improving your marketing, boosting attendance, and making smarter, data-driven decisions—this episode is a must-watch. 🚀
🎧 Watch & discover the tools used by top event creators to grow ticket sales and fan engagement.
📖 Chapters
00:00 - Unlocking Success: Three Innovative Event Marketing Tools
00:39 - Introduction to PromoTix University Episode 2
01:28 - Harnessing Influencer Marketing for Ticket Sales
02:05 - Event Marketing Tool #1: Influencity
03:01 - Activating Influencers for Ticket Sales
03:45 - Tracking Influencer Performance and Measuring ROI
04:35 - Incentivizing Influencers to Sell More Tickets
05:13 - Building an Ambassador Program with Influencers on PromoTix
06:36 - Supporting Influencers for Success
07:16 - The Power of Influencer Marketing
07:43 - Event Marketing Tool #2: Manychat
09:05 - Automating Personalized One to One Engagement for Events
09:49 - Transforming DMs into a Notification Channel
10:33 - Automations in Manychat that Increase Event Ticket Sales
11:25 - Why DM Personalized Automation Works So Well
12:32 - Event Marketing Tool #3: Spotify Artist Insights (By PromoTix)
12:49 - Navigating the Challenges of Talent Buying
13:08 - Unlocking Audience Insights with Listener Data on Spotify
13:46 - Leveraging Data for Smarter Booking Decisions
14:45 - Understanding Artist Popularity and Market Trends
15:11 - Leveraging Data for Event Lineups
16:08 - Wrapping Up This Episode of PromoTix University
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Website: https://www.promotix.com/
PromoTix University Podcast – Episode 1 🎙️
How to Get 10-14X ROI on Ads for Event Ticket Sales - Geoff Shames
In this first episode of PromoTix University, we’re diving deep into paid digital advertising for event ticket sales with special guest Geoff Shames, founder of Crowd Control Digital—an agency behind massive campaigns for Illenium, KSI, Travis Scott, Judas Priest, and more.
Geoff has driven more than $100,000,000 in ticket sales with his campaigns and today we break down the best-performing ad platforms, how to maximize ROAS (Return on Ad Spend) by 10–14X, and review a viral contest strategy that turns one paid visitor into 8–10 ticket sales or leads. Plus, we review Found.ee, a powerful programmatic ad platform that helps promoters stretch their budget further.
If you're looking to sell more tickets, boost conversions, and improve your event marketing strategy, this episode is packed with insider tips you can apply today. 🚀
🎧 Listen & start scaling your ad driven ticket sales!
Creators & Guests
