Orchestrating a successful implementation of Mailchimp for Verbier Festival
Effective marketing tools are a modern-day essential for brands who want to be closer to their audience and drive sales. Verbier Festival is a globally recognised classical music festival that takes place annually in July in the mountain resort of Verbier, Switzerland. This case study explores how we worked with Verbier Festival to select a marketing tool, Mailchimp and successfully implement it into their business. This piece of work has enabled Verbier Festival to increase ticket sales, develop their brand and broaden the reach of the festival to a global audience.
Service
Sector
“LanciaConsult has been key in helping us navigate the tricky waters of this transition with expert insight, timely delivery of solutions, and a hands-on approach. Working with LanciaConsult has been a truly collaborative experience without which we could not have undergone this important phase in our organization’s evolution.”
The Challenge
Verbier Festival has a global audience and the ability to create marketing insight and flexibility was crucial for their continued success in driving global sales.
Verbier were currently operating a stand-alone tool that was unable to integrate with either their CRM system or their website. This meant that their users and audiences were not being accurately maintained or updated. Verbier Festival wished to build in an online signup form to their website to enable the capture of basic information for new subscribers, including interests, preferred language, and country. They also required functionality that would allow them to communicate to their audience in multiple languages meaning that they would need to make use of different templates based on language preferences.
Critically their incumbent tool did not allow them to capture basic marketing insight, such as click through, open, subscriber and bounce rates.
The Solution
Having previously enabled the Verbier Festival team to successfully implement their chosen Customer Relationship Management system (CRM), we were now tasked with delivering a new tool that met all their marketing requirements.
We already possessed a good understanding of the data available to the marketing team and wanted to connect the dots to harness the full potential of the data through implementation of a new marketing tool, Mailchimp. We ensured that the tool was easy to manage with minimal technical capability required to operate it, enabling the tool to be successfully utilised by the team at Verbier with minimal long-term support from Lancia.
“As our organization has grown, so has our need to review and improve how we do business. In the past two years, the Festival has undertaken an important overhaul in its systems and processes, a challenge which has pushed us well beyond our comfort zone!
Caline Yamakawa, COO at Verbier Festival
The Impact
- Verbier Festival are now able to create and send eye-catching, professionally designed email campaigns that have catalysed an increase in ticket sales.
- Built-in analytics tools have also facilitated the team to measure the success of their campaigns and make data informed decisions.
- Verbier are enabled to segment their audience and send targeted campaigns to specific groups of people. Creating separate email lists and campaigns for past ticket buyers, performers, sponsors, and media partners has been crucial to driving higher open and click-through rates.
- Verbier have increased overall engagement, increased ticket sales, and built stronger relationships with their users due to this tailored content approach.
- Data driven insights have empowered Verbier to keep building on this learning journey to continue to understand and refine their communications with their audience.
Verbier Festival continue to use us as a trusted partner as they work towards their 30th anniversary. LanciaConsult have enabled them to focus on delivering an excellent programme of culture to their audiences with the help of technology.
