Programmatic Direct Mail is an effective tool for reaching millennials, a key target for Gov Ball. We see this as a powerful solution for live entertainment and festival promotion, and we’re excited to continue leveraging this new channel for future events.
The promotional team at Founders Entertainment wanted to generate ticket sales for Governors Ball, a three-day, a multi-stage music festival in NYC. By using Programmatic Direct Mail® as a complement to its other marketing channels, the team was able to connect with millennials and drive offline engagement during the height of the festival season.
Drive new customer acquisition and increase ticket sales for the 2018 Governors Ball Music Festival.
Founders Entertainment generated a sizable amount of website visitors interested in attending the festival. They used Programmatic Direct Mail to transform that real-time online intent in to dynamically rendered, personalized direct mail. Gov Ball made a strong impact with an eye-catching Programmatic Postcard® that felt personal, engaging, and exclusive. This was an effective strategy because 87% of millennials enjoy receiving direct mail*. To improve campaign efficiency and avoid waste, PebblePost® only targeted consumers living in the tri-state area, and negatively targeted existing ticket holders who returned to the site for line-up announcements and transport details.
*USPS, Still Relevant: A Look at How Millennials Respond to Direct Mail, 2016
Founders Entertainment used PebblePost’s Transaction Match solution to track and verify conversions across devices. Results show that PebblePost generated a 10.5x ROAS — crushing the campaign objective by 2.5x.