Throughout a musical artist's career, touring and live concerts are both a major revenue generator, as well as a viral marketing tactic to engage existing fans and gain new fans while selling music and merchandise along the way. The typical marketing strategy for a tour includes a combination of PR, print, radio and digital marketing. Increasingly, email marketing has proven to be one of the most effective, efficient and highest converting channels to drive concert attendance. The average tour scales at 30 sequential concert dates in different cities and countries worldwide.
Traditionally, the operational challenges around direct marketing concert tours has been so complex that most tours across the industry are marketed with one-time batch and blast messages that display a plain text list of all tour dates. In addition, data shows that almost 50% of all tickets worldwide go unsold with the most common reason being, "I didn't know." Understanding these challenges and staying committed to helping drive the entire lifecycle of fan engagement, Warner Music Group's CRM team started exploring a robust, scalable and cost-efficient system to manage concert tour marketing.
Warner Music Group's Consumer Sales & Marketing team oversees centralized web, commerce, analytics, and marketing platforms while managing thousands of email campaigns for hundreds of artists per year across multiple territories, languages, and stakeholders on Salesforce Marketing Cloud. The operational challenges of such scale are compounded by the fact that many messages require dedicated client approval and feedback in advance of launch.
The main challenges that Warner Music Group identified were:
Warner Music Group was able to tackle these challenges by integrating two powerful partners-Salesforce Marketing Cloud and StoryPorts. Combining the power of Marketing Cloud's Customer Journey automation and fan-base targeting with StoryPorts' content radar listening engine, Warner Music Group is now able to deliver geographically relevant, time-aware, 1:1 artist branded concert notifications for hundreds of artists across full national tours with minimum setup or management. In addition, StoryPorts approval workflow has proven to be invaluable in letting stakeholders accept or reject emails with two clicks before they are sent publicly.
StoryPorts is a content listening and syndication platform and an original Marketing Cloud HubExchange partner. By helping organizations easily connect to any content on the web and automatically triggering contextual messaging and Customer Journeys into Marketing Cloud, StoryPorts helps organizations save 95% of the time to create brilliant 1:1 campaigns while increasing engagement and delivering highly relevant, beautifully designed messages.
According to Itay Rahat, Director, CRM Product Solutions at Warner Music Group, "StoryPorts innovative product and dedicated team helped us deliver a powerful, scalable, Personalized Tour Alerts Email Program, utilizing the Salesforce Marketing Cloud platform, which enables our artists to connect with their fans across the country digitally, and subsequently, through irreplaceable live experiences. This program has done wonders in supporting our efforts to increase engagement, practice relevant audience targeting and maximize operational efficiency so that we can focus on super-serving our broad roster of artists and their fans."
How it Works:
The StoryPorts technology stack emboldened Warner Music Group to expand and grow concert-driven, geo-targeted tour alerts. Removing the time necessary to create, segment and market by automating the entire process, StoryPorts empowered Warner Music Group to become the industry leader in direct-to-fan email marketing. Plus, they won some awards in the process, which is nice.
About the Author
David DeVore is the Founder and CEO of StoryPorts where he obsesses over helping email marketers become more productive, save time and increase engagement. In his previous life, David was the Co-Founder and CEO of FanMail Marketing, ExactTarget's original Platinum Partner. David has consulted with some of the world's largest media and entertainment companies including Viacom, Universal Music Group, Major League Soccer and AEG, on how to get the most out of their email campaigns.