10/13 Sell Outs & 56K in Livestream Sales
The 2025 Behold the Lamb of God: National Tour Strategy & Multi-Channel Revenue.
Maximizing market penetration for a 13-city legacy tour and executing a global livestream event to capture non-touring markets.
Role: Marketing Director & Tour Strategy Lead.
Key Results
10 sold-out dates (including 2x Ryman)
7.5% Ad Click-Through-Rate
$56k in global livestream revenue
Phase 1: Individual City Marketing
Navigated 13 distinct markets by deploying authentic creative. By utilizing selfie-style video content over traditional polished assets, we achieved an average $0.18 CPC, lower than the 0.63 industry average.
Precision Scaling: In Houston, the creative delivered a massive 7.58% CTR, proving high-intent audience resonance.
Geographic Optimization: Identified and exploited low-competition, high-yield markets like Plano, TX, where we achieved a $4.28 CPM, maximizing reach for every dollar spent.
Phase II: Digital Revenue
To capture global demand beyond the 13-city physical footprint, I directed the marketing and sales cycle for the BTLOG Livestream from the Ryman Auditorium.
Direct Impact: Generated $56,000 in direct digital revenue and sold 2,378 digital tickets.
Data Capture: Successfully converted 100% of purchasers into first-party Email and SMS contacts, ensuring a "pre-warmed" audience for the 2026 cycle.
Global Heat Map of Livestream Page Visits
U.S. Heat Map of Livestream Page Visits
Phase III: Owned Audience Expansion
Every tour stop was treated as a data-acquisition event. Through integrated lead-capture strategies during the tour window, we grew the Mailchimp database by 18% (5,200+ new contacts).
By The Numbers:
5,200
New Email Contacts
$4.28
Avg Cost-per-mile
$0.18
Avg Cost-Per-Click
10
Sold Out Dates (of 13 total)
$56k
in Supplemental Livestream Revenue