The main goal of the brand is to get the 3.000 tickets sold out. The strategy of Fifteen seconds contains much more. Furthermore, part of the strategy is to get loyal customers who are going to visit the festival at every time when it takes place. Every year, Fifteen Seconds is searching for new festival partners. What the brand therefore did is to create a community of curious minds. Once people had been part at the festival, they get newsletter in which they are kept informed about the next year’s festival, speakers, pre-sale start and so on. The interesting thing in the e-mailing is that they don’t keep a formal language, thus they communicate with you as you would be a friend in which they are providing a much more relaxed feeling and a positive experience as an outcome.
Sell: The company Fifteen Seconds uses their website to provide the festival tickets. In that view we are talking about direct sales. Of course, it is possible to buy the tickets at the gate but most of them are going to be sold on the website. Thus, customers are independent of the location and time and are able to buy the tickets online. Furthermore, they have the possibility to get discounted prices in different phases of the sales where prices are increasing (early-bird tickets). This allows the brand to sell the tickets already nine month before the festival starts. In case there are not enough sold tickets, the company could react with additional campaigns to increase sales.
Serve: As already mentioned is the brand using their website to pre-sale the tickets in which consumers have the possibility to get discounted prices on for example early-bird tickets, where they have price variations in different phases in which they are going to increase. Fifteen Seconds is therefore using different digital channels to get the customer attention for the pre-sale phase but also to recap moments from the festival to give the consumer a summary about the festival experience in an after-sale phase.
Implemented channels hereby are:
YouTube is providing a recap of the festival in which the brand provides an admission of the presentation of the keynote stage. Thus, visitors of the festival have the possibility to watch the presentation they have missed or if they just would like a more accurate look at it in afterwards. This is also a good strategy in order to generate new potential customers. There are probably consumers who have heard about the festival, so the first thing they are going to do is to type the name of the brand into Google. There they will get the access to the recap video on which they can have a look at it. After watching that consumers are probably so impressed about the content, that they will take part of the next festival. A Second possibility is that visitors are afterwards able to show some impressions of the festival to their friends and generate therefore potential visitors of the next festival.
- Facebook (Fanpage)
The Facebook fan page is as well in the pre-sale as in the after-sale phase used. During the whole year, the brand is using the Facebook page to release articles written by their bloggers, draw attention for the pre-sale of the festival tickets or to present some captured moments after the festival. The brand is working with the same principle for other social media channels as Instagram and Twitter.
- Instagram (#thinkahead #fifteenseconds)
Instagram is also so used for user-generated content in the after-sales period, but more of the in a later point.
Talk: In case of any kind of problem at the pre-sale phase, costumers have the possibility to go in a direct conversation with the organizer of the festival. This helps to a higher customer satisfaction and a faster problem solving. On the site of the website, there is a speech bubble icon, with one click there is a chat window opening which allows to chat with one responsibles and in 2-5 minutes one of the employees is going to answer on any issues.
Second for the very important for the talk in this case is Instagram and Twitter where people are forced to capture moments and publish them on the platform under the hashtag “#thinkahead16”. At certain points during the festival the audience is also being forced to re-tweet certain things or actions.
Measurement: As we have heard, the goals of the festival are:
- Selling 3.000 tickets
- Generating new partners
- Engaging customers (make them loyal)
- Interact the customers
How can this objectives being measured?
First, we are talking hereby about realistic goals, which means that they are achievable. Those just analyzed goals can be easily measured. The visitor they can measured on the sold tickets, the partners on the number of the new partners, the consumers who have done repurchase on the database in which are names, e-mail addresses and so on saved and finally the user generated content with the number of posts in social media platforms under the hashtag “thinkahead16” and subscriptions.
So let’s talk about the convertion. The convertion is it the final target action which is requiered by the advertiser. The most important convertion for the brand is the sale of a ticket on their homepage. Furthermore other convertion are happening on social media plattforms as for example:
Twitter is not important as the convertion sold tickets, but it is important to engage the customers. In terms of that the convertion would be a subscription, a follow, a tweet or a re-tweet.
The convertion on Instagram would be the user generated content in form of the post of a selfmade picture around the festival under the hashtag “#thinkahead16”.
On YouTube the convertion could be measured on the posts, the likes or the subscription. But this marketing instrument was implemented for a much more important convertion which is first reach and second generating new potential customer. Still to mention is that the actual convertion (ticket sale) it is difficult to measure if it’s the success of the YouTube kampagne.
The convertion on Facebook is a similar one than on Twitter as the content it’s mostly the same. Thus as convertion we have a new like, a new group member, a share or a subscription.