With over 1,000 performances across 40 stages, seven days of free access, the Vierdaagsefeesten attracts around 450,000 unique visitors to the center of Nijmegen. However, those who don't buy a ticket don't leave any data behind. As a result, the organization knew little about its visitors and missed out on commercial opportunities. We built a digital ecosystem that connects the app, webshop, and ticketing, and used it for personalized campaigns. This grew a proprietary visitor database that enhances the festival experience and enables new revenue models.
Our approach
The idea
A free festival is great for visitors, but challenging for organizers. There are no tickets or registrations, and therefore hardly any digital touchpoints. Consequently, the organization wasn't building a database, knew little about who was attending, and was missing out on commercial opportunities in the region.
The goal was to gain insight into those anonymous visitors. We wanted to grow and enrich the database, encourage more people to download the festival app, and boost the sales of festival wristbands.
The strategy
The touchpoints were already there, but they weren't connected. The festival app, the webshop, and the ticketing platform were each collecting their own data. By bringing those sources together in one place, a profile is created for each visitor that allows for personalization. We first laid the data foundation: a marketing data platform, a data warehouse, and a BI dashboard.
The process
- Data foundation: data warehouse and dashboards set up for insights into e-commerce, transactions, app activity, and database growth.
- Baseline measurement and goals: the current situation was documented and a goal was set for each KPI, along a funnel from reach to registration to purchase.
- Social advertising: campaigns aimed at people in the Nijmegen region to reach new visitors, for both database growth and sales.
- Creative activations: interactive campaigns via Playable, linked to the automation platform, where a registration form expands and enriches the database, for example with favorite stage and date of birth.
- Marketing automation: automated workflows such as a welcome and birthday flow, which respond directly to the existing database.
- Personalized email and push: push and email campaigns per segment, ensuring visitors receive messages that are relevant to them.
- Further development: scaling up further with A/B testing, new templates, and a data strategy focused on partners and sponsors.
Resultaten door onze experts
