If you know your target group, you will reach them.
Top cycling athletes come together at the Velodrom Berlin for the Six Day Berlin. In addition to sports fans, the event has also attracted many entertainment lovers since this year; and not by coincidence.
Six Day Berlin
New target group reached
100% control over sales
More visibility on social media
“The ticketing solution from egocentric Systems is flexible, easy to use, self-explanatory and has a very good team behind it that provides friendly support and solves problems reliably.”
Attract new target groups with interest-based tickets
The Six-Day Race has realigned itself over the last two years and wants to reach entertainment fans as well as sports fans. This is made possible with various program points, which, however, place special demands on ticketing. For this we supported the Six Day Berlin with our solution.
New target group reached
100% control over sales
More visibility on social media
New target group reached
With the decision to open Six Day Berlin to a new target group after a longer break, the team was faced with the challenge of transferring the new strategic orientation into the program design, ticketing and communication. The starting point was set by Managaing Director Valts with the analysis of the desired target group: what interests do they pursue? What do they value about other events? What event formats can be transferred to their own event and modified for the brand?
The extensive research paid off, and the Six-Day Race team used it to develop entertainment highlights spread over the three days of the event: a race between cycling legends and vintage mopeds, a bicycle juggler during the race break, or a big after-show party on Saturday, to name just a few program items. The more extensive program is not only aimed at new visitors for whom cycling is a new point of contact or who come to the event primarily not for that reason, but it also enhances the event experience of long-time fans.
100% control over sales
The reorientation of the program also had to be reflected in the ticket offer. Special event offers or tickets with a target group orientation are not easy to map for sales. Placing the offer interest-based in online sales and in a clearly understandable way is essential to attract visitors from a new segment.
After initial research, Managing Director Valts realized that not every ticket portal or ticket provider had what he and his team were looking for. Finally, he ended up talking to our event experts and was shown our white label ticketing solution. With this solution, the ticket store can be easily placed online on your own website and can be individually adapted to your brand presence. Whether group tickets, special fan tickets, for one day or across several event days – the Six Day team was completely free to compile the offer, prices or discounts.
The control center, the event manager of egocentric Systems
Valts and his team prefer to be independent and take all adjustments into their own hands, instead of being dependent on input from a portal or having to go through long consultation loops for every adjustment. And that’s why the Six Day Race chose the solution from egocentric Systems, because it gives the control and flexibility that is needed in the event industry.
With the Event Manager, Valts not only has an overview of its ticket store, but can also use buyer profiles in the integrated CRM to track whether the set target group really bought tickets and which offer was particularly convincing. The team uses these findings to further optimize the program for the next event and to respond to the wishes of the target groups in an even more data-based way.
More visibility on social media
In addition to the target group-oriented offer, the Six Day Berlin team also attached importance to targeted marketing. Existing fans with corresponding contact data in the CRM system were addressed with integrated marketing options in Eventmanager. Managing Director Valts put the focus on automated email campaigns, “The interconnections with other platforms that the system now offers has helped us a lot so we could do relatively successful email marketing.”
But attracting a new audience to the six-day race requires the right communications strategy and channels. Instead of using emails, Valts and his team opted for social media ads here. This channel is part of performance marketing and is not yet widespread among event organizers. For Valts, however, it is now standard in marketing, because interactions and contacts can be evaluated here in the same way as in the ticketing software. A campaign with different advertising content is created on the favored social media platform.
Afterwards, a so-called “targeting” is assigned. This determines which users are shown this ad. In the case of Six Day, they created ads with the goal of linking to their white label ticket store. According to Valts, this strategy was very successful because while the campaign was running, click-through and purchase numbers could be evaluated in parallel to assess whether content or targeting needed to be adjusted. For the success of the six-day race, it shows that if you know your target audience, you will reach them. Valts and his team achieved this by identifying relevant interests of the target group and incorporating them stringently from the offer to ticketing and communication.
Also support your event brand with your own white label online store
Contact us and we will be happy to show you other possible applications of our White Label Ticketing System.
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