Digital marketing strategy for a sea of flowers
For the Landesgartenschau- a Garden Show to be held in Wangen im Allgäu in 2024 - the signs are also pointing towards digitalisation. With an impressive performance in online sales, we were able to show that successful event marketing in the virtual space is just a question of the right strategy and perfect execution.
Client:Landesgartenschau Wangen im Allgäu 2024 GmbH Industry sector:B2C, Event management Duration:1 year | Services provided:
|
|---|
The initial situation
Around 2,000 events with over 1 million visitors took place over 164 days as part of the 2024 State Garden Show in Wangen. Due to these dimensions, the previous classic marketing concept was to be expanded and modernised with a digital strategy.
The organisation team commissioned MASSIVE ART as the central digital partner with the comprehensive analysis of the entire sales funnel and the implementation of the measures derived from this.
The result
Thanks to well thought-out strategic planning, creative campaign ideas and the ongoing optimisation of all digital channels, amazing performance data was achieved. In some cases, the ambitious targets were far exceeded, setting an important course for the event organisation.
Increase in sales of season and day tickets
- Development of a strategy for performance marketing
- Set-up & optimisation of advertising accounts (Google, Meta etc.)
- Campaign management across the entire sales funnel
- Execution of target group-specific advertising on Instagram and Facebook, as well as search and performance max campaigns on Google and marketing automation
Data-driven decisions
- Server-side tracking (independence from third-party cookies and ad blockers)
- Guarantee of data protection compliance without loss of data quality
- Comprehensive conversion tracking and detailed reporting via Looker Studio
Marketing & sales automation with HubSpot
- System setup, customisation to the brand identity and integration with the company website, product landing pages and external platforms, partly AI-supported (e.g. e-commerce/tickets, social media, etc.)
- Planning and implementation of behavioural tracking and personalised workflows
- Continuous optimisation of automations and marketing funnels for improved interactions and conversions based on AI analyses
- Comprehensive dashboards and reports to measure all digital touchpoints (organic and paid)
These challenges have kept us busy:
Is it possible to market a traditionally conservative product through digital channels?
Our growth team, which played a leading role in realising the project, does not differentiate between conservative and progressive products. Since every consumer uses digital media today, an event like the Landesgartenschau can also be marketed online without any problems.
So the first task was to convince the event organisation - which only had experience with traditional marketing measures - to adopt a digital strategy. In this case, the concerns were understandable: The events are managed decentrally by the respective venue and a tight budget offered little room for experimentation.
The exceptional performance figures from the outset quickly convinced the organisers of the digital potential. Over the entire duration of the event, more than 27% of online tickets were sold with the help of digital measures. The new sales strategy enabled the sales targets set for season tickets in particular to be exceeded by almost 300% across all channels.
How do you create a digital sales strategy from scratch?
Our most important method in strategic planning is the in-depth analysis of the entire sales funnel from awareness to sales (awareness > conversion). Only through a comprehensive understanding of all customer needs, digital touchpoints and user requirements can effective measures be derived that will bring the desired success.
On this basis, it is then necessary to develop creative campaign ideas that generate sufficient attention from the right target groups. In an already heavily advertised tourist area, however, it is no easy task to stand out from the mass of existing advertising messages.
Therefore, instead of relying on a large, rigid campaign, we used a mix of smaller and customised micro-campaigns targeting the different phases of the buyer journey. This made it possible to quickly measure the effectiveness of the individual measures and direct the budgets to where the desired performance could be achieved.
What impact does operational implementation have on performance?
When implementing strategic measures, there are numerous operational to-dos that are essential for the success of digital marketing. This is why the experience of the team and the quality of the implementation are a prerequisite for the performance of the campaigns.
For example, the advertising accounts in the individual channels must be adapted to the product and the target groups and optimised on an ongoing basis. Tracking must be set up in compliance with data protection regulations without losing important data, e.g. through advertising or cookie blockers. And finally, performance analysis is necessary to recognise new potential and enable quick decisions.
Each individual building block contributes to continuously expanding the success of the strategy and ultimately achieving the desired result. Because digital marketing is a marathon, not a sprint!
How can the digital customer experience be more personalised?
The key to more personalised customer communication is marketing and sales automation. Thanks to an automation solution such as HubSpot, potential and existing customers can be recognised at the various digital touchpoints and the content adapted accordingly.
HubSpot was also used to optimise the Landesgartenschau's campaigns on the various platforms (website, landing pages, ticket sales, etc.). For example, customers receive personalised recommendations by email after purchasing tickets.
Another key advantage of using an application such as HubSpot is the centralised data collection. Existing CRM data can be combined with digital behaviour tracking, which allows for very precise user segmentation. In the example of the State Garden Show, in-depth analyses of visitor flows were created in this way, which were used to optimise the individual campaigns.
Key Facts & Figures
Digital KPIs for the Landesgartenschau Wangen 2024.
How well have you analysed your sales funnels?
If you would like to discuss your digital strategy, the optimisation of your campaigns, sales funnels, automation etc., we look forward to talking to you.
We work for the best
Fresh ideas from our blog
The latest trends and hot ideas combined with our expert knowledge - that's our blog.
Alexander Jäger
11. Mar
Claudia Mangold Arias
17. Mar
Mikula Ascher
19. May