Poster and Instagram ads for a show in the Veveyse: formats, budget, targeting
One visual, adapted from the street poster to the story. How much to spend on ads for a room of 80, 200 or 500 seats, and over what radius around Châtel.
A show needs one visual, not five: design the poster first, then adapt it to each format — print, feed, story, event page. For the ads, expect between 100 and 900 francs depending on the size of the room, over a radius of about 25 kilometres around Châtel-Saint-Denis, running for the last three weeks. Those are orders of magnitude we recommend, not a rate card: the right budget depends on the price of the ticket and on how well known the artist is.
Why start with the poster?
Because it is the format with the most constraints. A poster must be read in three seconds, from two metres away, by someone walking past. If the visual works there, it will work everywhere. The reverse is not true: an Instagram post printed as a poster almost always loses its text.
The poster also fixes the identity of the show: the typeface, the colour, the photo of the artist. Every ad and every post then repeats it, and that repetition is what makes people recognise the show the third time they see it.
Which formats do you need?
| Format | Size | Where it is used |
|---|---|---|
| F4 poster | 895 × 1280 mm | Street billboards |
| A3 poster | 297 × 420 mm | Shop windows, noticeboards |
| A5 or A6 flyer | 148 × 210 or 105 × 148 mm | Counters, letterboxes |
| Instagram post | 1080 × 1350 px | Feed, carousel |
| Story, Reel | 1080 × 1920 px | Stories and vertical ads |
| Facebook event cover | 1920 × 1005 px | The event page |
Keep the important text away from the edges on the vertical formats: the interface covers the top and the bottom of a story.
What should be on the visual?
- The name, big. The artist or the title of the show.
- The date with the day: “Friday 14 November”, not “14.11”.
- The venue, with the town. People from Vevey do not know the rooms in Châtel by name.
- How to book: a short address or a QR code.
- A face, if it is comedy. People come to see someone.
How much should you spend on ads?
| Room | Ad budget | Duration |
|---|---|---|
| 80 seats (bar, cellar) | 100 to 150 CHF | 2 weeks |
| 200 seats (village hall) | 250 to 450 CHF | 3 weeks |
| 500 seats and more | 500 to 900 CHF | 3 to 4 weeks |
A useful rule of thumb: the ad budget should not exceed the price of ten percent of the tickets. Spend half of it in the last ten days, when people decide.
Which radius and which audience should you target?
About 25 kilometres around Châtel-Saint-Denis. That covers the Veveyse, Bulle, Vevey and Montreux, which is where your audience actually comes from. Target adults, in French, and resist the temptation to add a long list of interests: on a small area, Meta finds the right people better on its own.
Target the people who have already interacted with the event page, or watched the video, a second time in the final week. They are the most likely to buy.
Video or image?
Video, for a live show. An image announces, a video makes people want to come. Twenty vertical seconds are enough: the artist on stage, a laugh from the room, the date at the bottom. If you do not have footage, film a try-out evening. Our video production in Châtel-Saint-Denis covers exactly this kind of shoot.
For the overall timeline, from the poster to the day after, read a show in Châtel-Saint-Denis: the timeline for filling the room. And if you want the poster designed with the ads that go with it, that is what our branding studio in Châtel-Saint-Denis does.