Discover how Festival Open Air Berg-Birwinken utilized a Messenger chatbot and got more attendees and higher revenue per festival-goer.
Music festival cuts cost per lead by 7x and gets +25% attendees with Messenger chatbot
Success story
attendees
+25%
less cost per lead
7x
chatbot subscribers
+3K
after launching Chatfuel automation
revenue per attendee
cost per attendee
$35
$1.60
In past years, the festival’s marketing strategy focused on offline marketing to sell tickets, such as putting up posters and distributing flyers in towns near the venue.
However, this method was expensive, time-consuming, and had low ROI.
However, this method was expensive, time-consuming, and had low ROI.
The Messenger chatbot plays the music of success
COMPANY
Festival Open Air Berg-Birwinken is an outdoor rock music festival in summer. It features local bands and has a marketing team of five responsible for selling enough tickets each year to cover costs and turn a profit.
INDUSTRY
Entertainment
Challenge: offline marketing becomes low-effective
For the 2018 festival, its co-organizer Manuel Krapf decided to set more aggressive goals and find a new way to reach them. He wanted to:
- increase festival attendance
- lower marketing costs and improve ROI
- make use of their small but loyal fan base of attendees who go every year.
Goals: attract more attendance, cut costs, and improve ROI
The video campaign to direct users to the festival’s chatbot went viral, and they gained almost 3,000 new subscribers. They grew the total number of attendees by 25% by utilizing the power of their existing, loyal user base, as planned.
One of the most striking outcomes of the chatbot implementation was the drastic reduction in the cost per lead by 7x.
This, coupled with the larger turnout, translated to a revenue of around $35 per attendee, with only $1.60 in costs for each.
The music festival chatbot proved to be a game-changer for the marketing team, saving it significant time and effort. They no longer had to plaster nearby towns with posters or print, package, and mail individual tickets.
The chatbot handled these tasks seamlessly, allowing us to focus on other crucial aspects of the event.
One of the most striking outcomes of the chatbot implementation was the drastic reduction in the cost per lead by 7x.
This, coupled with the larger turnout, translated to a revenue of around $35 per attendee, with only $1.60 in costs for each.
The music festival chatbot proved to be a game-changer for the marketing team, saving it significant time and effort. They no longer had to plaster nearby towns with posters or print, package, and mail individual tickets.
The chatbot handled these tasks seamlessly, allowing us to focus on other crucial aspects of the event.
Results: 7x less cost per lead, +25% attendees and +3K chatbot subscribers
FEATURES USED
Click-to-Messenger ads
Engaging, video-based ads enticed users into clicking, which directed them straight to the festival’s Messenger bot.
Lookalike audiences
After gathering full lead info from users who interacted with their chabot, the festival’s marketing team used it for future retargeting with Facebook Lookalike audiences. That way, their ads could reach new prospects similar to the customers who had already bought tickets.
Zapier & Google Sheets integrations
The team used it to track users and referrals. Once a user subscribed, their info was sent via Zapier to a Google Sheet. A second Sheet tracked their referral IDs, so users were notified via chatbot as soon as one of their referrals confirmed their ticket.
COUNTRY
Switzerland
Re-engage messages
The team used it to notify leads when the friends they referred signed up for a ticket and got it confirmed. A message included the name or ID so the original user knew which friend claimed a ticket.
User attributes
With this feature, the chatbot automatically created festival entry tickets customized with the person’s name, ticket ID, and the dates for which their pass was valid.
'You can segment people, and get more engagement than via email. It’s a more fun way to do things, and it’s cheap to get people to your bot, especially if you’re working with Facebook ads.'
— Manuel Krapf, co-organizer of Festival Open Air Berg-Birwinken
Chatfuel automation becomes a referral & ticketing system
The festival team collaborated with the automation expert and created a chatbot that functioned as a referral and a ticketing system:
1. Facebook video ads take new users right to the chatbot
2. Once there, users receive a free one-day ticket to the festival
3. The chatbot would ask if they wanted to give three free tickets to friends to earn themselves a free, four-day pass. If not, the chatbot offers them a four-day ticket for a discounted price
4. The bot tracks the referrals so it knows when to award the extra free tickets and to whom
5. To get into the festival, attendees show the tickets on their smartphones
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