Laylo’s Instagram integration and multidrop features are the perfect tools for announcing a major tour, building a direct mailing list, and driving immediate ticket sales.

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Build Your Multidrop

Before kicking off your campaign, use this step-by-step guide to building out a drop page for your tour.

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💌 Multidrops are currently invite-only. Please email chris@laylo.com or contact@laylo.com and send us your tour name & artwork to get the feature turned on.

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Add your stops, dates, venues and ticket links. Make sure to include your confirmation message, drop message and ticket links for the release day.

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🤫 You can keep your multidrop in draft mode while you build it. Publish it once you’re ready to announce the tour and share the drop with fans.

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Day 1: Tease Fans & Get Signups with Instagram

A day or two before you announce your tour, tease your fans with an upcoming special announcement.

We’ve seen that FOMO works. Keep your fans on their toes and have them guessing.

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Instagram DMs

Create a drop separate from your tour multidrop. Name this drop something like “Presale Announcement.” This drop is just for setting up your Instagram keyword to collect Instagram signups, don’t share the drop link to fans.

💡 When creating this drop, your drop day message should include the link to your multidrop and be scheduled to go out to fans on announce day.

On Instagram, tell your fans to DM you the special keyword to automatically get notified before anyone else. It’s smart to make the keyword on brand to you or related to your tour.

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This step is optional but it makes your fans feel like they’re joining a special club or an early adopter list. Later you can reward these specific fans for showing interest early.

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Day 2: Tour Announcement

Your drop day message should be timed with the official announcement of the tour along with details on presale dates and time.

Make sure you include a link to your multidrop so fans can click.

Separately, you should share the link to your multidrop across all of social media. It’s easy to share and embed your multidrop link everywhere including your IG stories and link in bio.

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Website Embed

If you have a website, you should use Laylo’s API to embed the Laylo drop and collect sign ups.

💡 With the embed, you can build custom call to actions and designs in and around the sign up widget.

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Day 3: Pre-sale Begins

Make sure that each of the stops on your multidrop have the correct drop day message, pre-sale link and time. This will go out as a reminder and CTA to anyone who signed up for that stop.

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Day 4: General Sale Begins

After the general sale begins, you can schedule 1-2 reminder messages over the next week to let all of the fans know that tickets are live and selling fast.

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Post Drop Strategy & Analytics

Now that you’ve gathered sign ups and announced the tour, you can send targeted messaging to fans based on which city they RSVP’d for.

In the Messages tab, you can segment by drop, choose a specific tour stop and compose a message directly to those fans.

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Be intentional with your message. These fans subscribed for updates about the tour so let them know if you’re adding shows, running a giveaway, selling merch, hosting a meet and greet, etc.

🔌 If it’s the day of a show and it’s not sold out, then text fans who RSVP’d to that stop with a link to buy last minute tickets.

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🎲 We have a Drop Blueprint for Giveaways! If you need a strategy for giving away tickets, merch or more, check that out here.

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Analytics

Go into your multidrop and head to the analytics tab to measure the success of your drop.

You’ll see how many people viewed and signed up.

Laylo also gives you a breakdown of RSVPs by tour stop as well as click through performance on your drop day messages.

You can use the drop analytics to plan out future campaigns and additional tour stops based on your most engaged cities.

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