Marketing Campaigns
How Boston Calling Reached New Audiences with FEVO Exchange
July 15, 2024
The Problem:
Boston Calling wanted to expand their database and audience and were open to exploring new and exciting ways to achieve this goal. Typically, this would require organizations to create new ad budgets or, more often than not, offer discounted tickets. With that knowledge, the team at Boston Calling was hesitant to publicly discount tickets, wanting to avoid upsetting their loyal fan base. Overcoming this challenge required a careful balance of attracting new attendees while maintaining the trust of the event’s existing supporters.
The Solution:
Our friends at C3 Presents connected us with the Boston Calling team to explore FEVO’s Exchange program with Costco. In initial planning conversations, understanding Costco’s audience demographics was crucial in determining the right program to run. Boston Calling saw a clear overlap of audiences and was able to confidently create a valuable ticket package that aligned with Costco’s members’ preferences. The pricing strategy offered members a single-day ticket voucher redeemable for any of one the festival’s three days, as opposed to a three-day ticket or a single-day ticket for a specific day. To address concerns about discounting, Boston Calling waited until after their lowest-priced Tier 1 Pre-Sale ticket was sold out to launch their Costco campaign. This ensured that loyal fans were offered the best pricing, while giving confidence that the extended timing for that price was only available to Costco members. By working with the FEVO Exchange team, Boston Calling was able to launch a successful campaign that offered Costco members both in warehouse and online value, while making sure that the most loyal festival fans and early bird purchasers did not feel cheated.
The Results:
Boston Calling launched their Costco Campaign both online and in warehouse, displaying their vouchers and aligning their brand right next to major city sports teams. The design and handling of the program was efficiently managed by the FEVO team, contributing to a smooth and successful implementation. While the campaign was active, FEVO Exchange operations provided weekly reports to help manage logistics and inventory operations, ensuring there was enough inventory for purchased vouchers to be redeemed on any given day. This strategic approach allowed Boston Calling to expand their audience while maintaining the loyalty and satisfaction of their existing fan base.
"Partnering with FEVO allowed us to strategically expand our reach while ensuring we remained true to our loyal fan base. The real-time adjustments and detailed reports provided by FEVO were instrumental in the successful execution of our Costco program."
- Lindsey Couture, Marketing Director, Boston Calling
Are you ready to get your brand in front of Costco's members? Drop some details here, and let's get your FEVO Exchange journey started today!
