We’ve all seen the well-known hashtag, and chances are high, we’ve most likely used it a couple of times ourselves. Those two phrases dominated the primary few months of quarantine, encouraging individuals world wide to do their half in stopping the unfold of COVID-19.
The hashtag united societies all around the globe, fostering a neighborhood of mates and strangers who motivated each other to keep dedicated to the trigger.
But for industries that depend on in-person connections, staying dwelling was a risk that took an in depth second place to the pandemic itself.
Moshtix, the main ticket supplier for occasions throughout Australia and New Zealand, was no stranger to this risk. In a matter of days, the corporate went from having a full schedule of highly-anticipated occasions to an extended listing of cancellations and plenty of dissatisfied concert-goers.
But a lesson in resilience taught the Moshtix group that savvy pivots and a go-getter perspective are the elements for a method robust sufficient to battle off any impediment—even a worldwide pandemic.
Before the storm: The Moshtix plan for 2020
At the beginning of 2020, the Moshtix advertising group was drafting a plan that might enhance engagement with their subscribers and drive further site visitors to their website. The thought was to make Moshtix a spot of discovery, the place followers might study in regards to the hottest upcoming occasions and artists on the rise to fame.
Up to this level, the Moshtix electronic mail advertising software program principally revolved round selling their purchasers and the occasions these purchasers had been internet hosting. But with new targets in thoughts for the yr, the group was prepared to begin curating and creating their very own content to ramp up engagement with the Moshguide, their weekly publication.
Using electronic mail to get the (everchanging) phrase out quick
Before the group had a legit alternative to start shifting their technique and easing subscribers into a brand new circulation of content, COVID-19 turned the world—and the whole music trade—the wrong way up.
The Moshguide went from an thrilling weekly publication full of necessary occasion data to a graveyard of postponed and cancelled occasions. In these moments, the group relied closely on electronic mail, the quickest and most direct method they may talk everchanging updates to precisely the appropriate audiences.
“Campaign Monitor was vital to us. Email was the only way we could split up messages based on the events that people were planning to attend. Plus, we needed a way to separate the cancelled events (where we would guide fans through a step-by-step process for a refund) and postponed events,” says Nicole Davey, Marketing Manager at Moshtix.
Without any occasions to promote, their content went from hero to zero in a matter of weeks. And although the group was ready to begin making content modifications within the new yr, the thought of redrafting their whole technique—on the spot—was an intimidating problem.
When life provides you lemons: How the unique 2020 plan triumphed in a time of want
To make such an abrupt change to their content circulation, the Moshtix group first had to revisit their viewers and punctiliously take into account one of the best sending technique. To make sure that readers had been getting essentially the most out of the obtainable content, the group narrowed down their listing to a smaller, however extremely engaged viewers.
Head of Marketing at Moshtix Annie Callaghan says, “It’s really important to continue to communicate, but it’s also important to be mindful of overcommunication. If you don’t have a lot to say to your entire database, then just serve relevant content to those who want to hear it.”
Instead of constant to concentrate on the occasions that had been both cancelled or probably to be cancelled, the group took a extra constructive strategy, shedding mild on the controllables. From artists’ updates, like interviews with bands or new album options, to digital occasions, the Moshtix crew closely emphasised the methods followers might nonetheless keep concerned with their favourite performers.
And though the frustrations that got here with the arrival of COVID-19 nonetheless lingered, Moshtix took benefit of the additional time they got to brainstorm these new content approaches. The group realized the significance of working intently with their companions to establish and gather content that might be useful to their viewers.
And although it was a fast shift, Moshtix truly discovered that this new content was receiving extra opens than ever earlier than, shifting from a 10% to a 22% open price.
To any marketer who’s wanting to navigate powerful occasions, just like the COVID-19 pandemic, Davey advises, “It’s important to continue to engage with your subscribers so they’re still around when the lights come back on. But the way you engage needs to be relevant and positive. There is so much gloom going on, that positive updates really offer that breath of fresh air people are looking for.”