August 2012 · The Yorkshire Dales · Skipton · The 1st Beacons Festival A fresh art & music boutique festival for the north of England.Qustodian teamed up with Beacons to provide a free, unique service to the festival goers and to give them a more involving festival experience.Business aims• To give the people at the festival a new, valuable festival experience.• Introduce a new audience to the Qustodian.• Provide information and offers through the app.• Gain publicity by affiliation with a recognised festival.• Try this type of service out and in doing so prove that it is possible for larger projects.• Encourage different demographics to use the service.• Provide instant feedback on positives and negatives of the festival.• Provide a means to have 2 way communications with users.• Prolong interest in festival and Qustodian with competitions afterwards• Provide direct route to customers to advertise tickets for the next year.
Summary of achievements• Over 650 app downloads of 4000 festival ticket holders• Over 100 exclusive coupons distributed• Positive qualitative and quantitative feedback received about Qustodian and Beacons.• Delivered a modern and positive service to festival attendees.• Early bird sales secured for next year plus competition publicity.
Qustodian Qustodian is a free app on your mobile phone Users tell us their interests (their “Yoad”) and pick which brands they like. We send them at least one message a day based on what they’ve told us.They get paid for viewing the messages (videos, news, competitions, vouchers, etc.)Also, they make money by building a network and get paid every time their friendsuse Qustodian too. We send customised messages only to specific people based on a huge variety of things such as age, location, gender, likes and dislikes and importantly for this case study’s example, where they signed up for the platform (e.g. Facebook, a certain webpage, a poster etc.)
How it happened | Beacons Festival 16th – 19th August 201216th – Qustodian & Beacons use social media to start publicising the collaboration and drive app downloads. The Posts go live on the morning of Thursday 16th and by mid-afternoon there are over 400 downloads of Qustodian through Beacons. In just over a day (by the evening of Friday 17th), more than 16% of people attending the festival had downloaded Qustodian. 650 downloads of 4000 attendees.
Once the app was downloaded and up until the 16th August, the usersreceived a set of messages: · A message explaining the app and how it works ·
· A message with a map of the layout of the festival, downloadable to their phone for offline use with links through to social media ·
· Set times for Thursday, Friday, Saturday and Sunday, depending on what day they joined Qustodian · Set-Times The set times were programmed so that if you joined on the Thursday, you got the set times for every day of the festival. If you joined on the Friday, you would get the Friday, Saturday and Sunday set times and so on. This ensured you were not sent unnecessary messages that you wouldn’t need. And, they were all there for you to review and check throughout the entire weekend.
17th – On the Friday of the festival the users received: · A time specific offer to receive a free festival programme when purchasing any t-shirt or tote bag · This was extremely useful for merchandisers as it could result in increased sales and also as it was time specific, they could plan to have extra resources in place for the valid period of the offer.
· Also details of changes to set-times were sent promptly, as and when needed throughout the festival · This was felt to be one of the most useful tools for the Beacons organisers. The feature gave them the power to directly communicate with people at their event in real- time, to keep them informed and ultimately give them a better experience.
18th – On the Saturday of the festival the users received: · Another 2 for 1 cocktail deal, exclusive to festival-goers using Qustodian · Over 50 people using the voucher (about 10% of the people who had the app installed on their phone).
19th – The Sunday and the last day of the festival, the users received: · Another change to the set-times · · A 2 for 1 cocktail deal, exclusive to festival-goers using Qustodian · Again, over 50 people using the voucher (about 10% of the people who had the app installed on their phone).
Qustodian The examples above show how using Qustodian to add value and better a customer’s experience at large scale events can be incredibly successful. In addition to this, but after the event, the channel created between customer and provider remains open. · This poses possibly the most valuable aspect of Qustodian · An instant and reactionary way to receive feedback about your business or event, sent directly to you to review and base future decisions upon.
After-event feedback | Beacons Festival 16th – 19th August 2012Two days after the event, on the 21st August, we sent another message to the usersthrough Qustodian thanking them for coming to the festival and urging them to givefeedback about it. These are a selection of the questions asked, used here to illustrate the ways messages can be structured and the different types of feedback we can get.
Here are some examples of the feedback received from the open text box:“You pulled it off great guys. You know the obvious things you need to fix for nextyear like the loos. But I had an awesome weekend and I can’t wait for next year.”“Loved the festival, it had just the right amount of people with a really mixed crowd.So easy to get into the tents to see the great bands. Only downside was lack of good food and toilet facilities. Awesome beer tent though. Definitely coming again next year!”
Through this method, Beacons received over 70 detailed comments about likes and dislikes of the festival. Due to the Beacons branding of the messages, the users feel they are directly contacting the company in question.This in turn makes them feel as if their comments will have value and will make a difference (which they do, and will), which in turn encourages a response. All this was received within 3 days of the festival finishing.
On-going use Qustodian Communication Channel | Post-Event:23rd – Thursday, two days after the feedback had been received, the Beacons organisers then decided to offer people who had used the app the opportunity to win tickets to a gig featuring Skrillex.5th Sept. – (2 weeks after the festival) Beacons then senta message out giving details of the next year’s festival plusdiscounted super-early bird tickets: a direct sales opportunitywith people who are obviously the target market.
One of the posters pinned up throughout the Beacons site, allowing peopleto download Qustodian through this special Beacons QR code. This allowed for one of the further great benefits of Qustodian. By using it, any partner working with us can have their own dedicated Qustodian account. Then, anyone who signs up to the service through that particular code will become one of Beacons’ “children” (a member of their network). If those users decide to carry on using the Qustodian service and benefitting from the content and rewards, Beacons will take a share of their rewards in the same way anyone who is a member of Qustodian does. In this way it is possible generate incremental revenue over a prolonged period, using Qustodian.
Summary of aims and achievements● Provided valuable content and offers to customers.● Catered for over 15% of the people at the festival with the Qustodian service.● Introduced Qustodian to a different and specific market.● Proved that Qustodian can cater to large scale one-off events.● Gained invaluable feedback for Beacons’ organisers about the festival.● Delivered extra content in the form of competitions and early bird tickets.● Provided a positive image of both Qustodian & Beacons as companies that are actively seeking to provide value to customers and improve themselves.● Opened up a direct, real-time, 2-way communications channel with customers.● Provide a direct means of securing sales for subsequent years.
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