DOCS + DETAILS
This document outlines key tour details, marketing priorities, and spend expectations, and is sent to local promoters ahead of launch.
What is a marketing letter?
These paid social media ads do not appear on an artist’s or brand’s public feed but are shown only to targeted audiences.
What are dark ads?
These companies specialize in building broadcast-ready assets for radio, digital, and video campaigns.
What are production houses? (BYP, GTC, Tour Design)
This shows the details of the event to the ticket holder (including headliner, time, venue).
What is a ticket header?
This is a high-level overview of marketing campaigns outlining channels, budget, timelines, and key performance indicators (KPIs).
What is an ad plan?
Advertising that is placed in physical public spaces, such as billboards, transit ads, posters, and digital signage.
OOH (Out-of-Home)
This nonprofit provides free event tickets to active military, veterans, first responders and their families as a way to support and honor their service.
What is VetTix?
This ticket category sells the best seats at market‑based prices to capture value that may otherwise go to resellers.
What is Platinum or Premium ticketing?
This document is submitted by partner to a promoter outlining partner’s planned marketing tactics in exchange for tickets
What is a promo proposal?
This level of permission allows promoters or agencies to run paid campaigns on behalf of an artist, including access to audiences, pixels, and ad accounts
What is ad access?
A market-specific, early ticket release to the venue or promoter’s email list or loyalty members
What is a local presale?
This is a ticket pricing structure where all costs are included in the price, so the customer sees the full price upfront.
What is All-In Pricing?
This is a short promotional video highlighting the artist or tour experience.
What is a sizzle reel / tour trailer?
Advertising that is delivered via streaming platforms, such as Hulu, YouTubeTV, Roku, Peacock, Amazon etc.
OTT (Over-The-Top Advertising)
CTV (Connected TV)
This company recently did away with its traditional Fans First Presale in North America
What is Spotify?
This is a detailed account of ticket inventory, sales performance, pricing, and holds.
What is a ticket audit?
This is a digital copy of tour artwork made up of multiple graphically stacked elements that can be edited independently without affecting the rest of the design.
What is a layered file (of the ad mat)?
Digital advertising where assets (banner or video ads usually) are automatically placed using real-time audience targeting, optimization, and efficient media buying at scale.
What is programmatic advertising
These platforms help artists collect and manage fan info —like contact details + geo and demographic data —so they can market directly without relying on third‑parties.
What are first-party fan data platforms? (Laylo, Openstage, 237 etc)
This pricing strategy adjusts ticket prices up or down based on real‑time demand, similar to airline or hotel pricing.
What is dynamic pricing?