Ancienne Belgique rocks the world of Marketing Automation
Ancienne Belgique
For cultural venues, email is still the best way—by a country mile—of getting people to attend events. And yet, the medium is far from perfect. Until recently, for example, all AB fans received the self-same newsletter, regardless of whether they were fans of the angelic Angèle or the infernal Amenra. That meant people more often than not felt their tastes weren’t represented in the huge number of concerts on offer. The Brussels musical hotspot believed they could do better. So, after lengthy exploratory talks, they came knocking on Sparklink’s door. They joined in compiling all customer data and concert information in a single management solution, leading to more personal newsletters and smarter online marketing.
Who is Ancienne Belgique?
- Pop and rock venue in the heart of Brussels.
- Over 400 events a year.
- Rich musical history, since 1931.
- More than 350,000 yearly visitors.
- Weekly newsletter to 110,000 music fans.
CHALLENGE
"Backstage catalogue" - all fan and programming data under the same roof
AB possesses a treasure trove of information to help them make their fan communication a lot more personal and relevant: ticketing information, concert dates, personal preferences, you name it. It’s just that until recently, all the data was fragmented across different systems which—and that’s putting it nicely—weren’t always communicating very efficiently. The first step: collating the data into a single, large Salesforce database.
SOLUTION
All these data are then connected and geared to each other, so that AB can send them from this content hub to the website, the screens in the venue, and the personalized e-mails, tailored to each fan.
““Programmers need to input programme information into fewer systems, resulting in fewer errors, fewer hours worked and less money lost.””
"Artist-to-fan mail" - the right content for the right music aficionado
Adding Content Automation into the mix
Bi-directional, real-time synchronization
"No shuffling" - perfectly timed digital marketing show
How about an example?
GDPR causes email revival
Third-party cookies may be on the way out now that Chrome has decided to no longer support them. And due to new privacy laws, the authorization requirements change almost every other day. The result? Consumers are regaining control of their personal data. And that bodes well for email marketing. That’s because subscribers actively decided to give you permission to contact them, which means they’re interested in what you offer. In email marketing, you yourself decide what the message is, when it’s sent, and who receives it.
A quick recap?
Automating newsletters saves AB collaborators oodles of time. They can now work on more interesting things than cropping, cutting, and pasting. And thanks to the thorough personalization, ensuring every single fan receives a tailor-made email featuring the artists they love, more people are going to open the newsletters, click through, and … buy concert tickets.
Slimmer en efficiënter marketing bedrijven - Marketing automation bij concertzaal AB
By Patricia Lamper - Liplijn, working at Cultuurmarketing
The foundation that was laid here to make e-mail marketing smarter and more personal is a good foundation for improving other communication channels as well.
Modules we created for AB
Production planning app
All site information in one place. Welcome consistency, goodbye bottlenecks.
Asset management app
Marketing Cloud
Sending relevant communications tailored to preferences at decisive moments through automated customer journeys in the Salesforce Marketing Cloud.
Resource planning app
Linking the right employee to the right job. Efficiently and timely, synchronised with their calendar in G Suite.
Service Cloud
All customer cases come into one customer service platform, allowing seamless and personalised support to be offered to customers.
Materials management app
The app allows you to know who is using which equipment when. A breakdown? Notifications come together in 1 central place. Easy to use thanks to optimisation for mobile.
BUDGET, ORDERS & INVOICES APP
All production-related budget data, orders and invoices in one place.