Evently Case Study: The Orange Group
In a new feature for the Evently blog we take a look at some of the people already using Evently and the different ways they’re taking advantage of the tools to optimise their online marketing. In this edition we’re looking at how The Orange Group were using Evently’s event broadcast and email management tools and made the addition of Evently’s Mobile Tools to strengthen the engagement of their campaigns.
The Orange Group of nightclubs, made up of Fire Nightclub, Area Nightclub and the Lightbox London.
They are also well known for the clubbing brands Beyond; Onyx; Gravity; A:M; Revolver; Later; Orange; Open & Rudeboyz.
What Evently tools were they using?
Over the last 6 months, The Orange Group have been using the Event Broadcast and Email campaign tools in conjunction for their venues, more recently adding Mobile flyers to supplement their Evently usage. They’ve broadcast 35 events and sent 70 emails to 25,000 subscribers.
In 2011 web presence no longer means a website; it means digital channels for publication and distribution of social media and broadcast pages. It means an active approach to contacting prospective clients, rather than a passive attempt at passing trade. Evently ties together the different platforms of online marketing and makes measuring the different results as simple as possible. The Orange Group used a bespoke Evently package to promote their many different events in different ways they needed.
The Orange Group put on a lot of events spread across their 3 venues with very different clienteles; gay/straight, Drum N’ Bass/House/Indie so it’s all important that the right people know about them.
“We get a lot of people coming to our events and more often than not, when we ask them how they found out about the events, they’ve been directed by external event listing websites. Without Evently we wouldn’t broadcast to these sites as it’s so time consuming, so Evently’s been great for getting people to our events.”
- Phillipe, Marketing Manager
Case 1 – The Orange Group Email creates podcast fever
In their Evently email newsletter, The Orange Group announced a new free mix by DJ Manuel De Diego on The Orange Group Podcast Page. They had to buy more bandwidth as in the first 6 hours over 600 people attempted to download the podcast. Their podcasts have since become a major part of their online marketing.
Case 2 – They Combine Email & Mobile for Maximum Reach
The Orange Group prefer to let their subscribers know about their regular events with emails that occur every week. Instead they collect emails and let people know via email newsletters, which they segment in Evently into relevant groups.
For example, they’re famous for their regular gay nights and as such, have built a healthy mailing list to let their gay subscribers know about gay clubbing and live music events via email as well as on social networking platforms.
At one of their more popular gay events – The house event ONYX @ AREA Nightclub, they had a last minute addition to the line-up in the form of a massive guest PA and needed to let their subscribers know at the last minute. They sent an additional e-flyer to accompany their monthly email newsletter but that wasn’t going to do it. As part of their segmented mailing lists they’d also collected subscribers’ mobile numbers and realised the easiest way to let them know was a mobile flyer about the event.
“For ONYX @ AREA, we needed to let people know about this great PA we’d got at the last minute who had flown in from the USA and is massive on the gay scene. We called Evently‘s Client Services Team who sorted us out a deal for a Mobile Flyer bolt-on that same day which was perfect for the event. They were really fast and super helpful.”
- Phillipe, Marketing Manager
Within a few hours their subscribers were opening the mobile flyer to find out what was happening that night at AREA, meaning a last minute one-off special guest at a regular clubnight had the maximum exposure and word-of-mouth to make it a success.
Case 3 – Smartie Partie’s Evently e-Flyers put them on the map
Smartie Partie, one of London’s foremost clubbing events, recently joined The Orange Group roster and moved to The Lightbox. They were looking at new and innovative ways to get customers into their clubnights. Subsequently, they decided to offer clubbers on The Orange Group Evently email database into the venue for only £5 if they printed off the Smartie Partie email, or showed the email on their phone.
The eFlyers meant they could keep track of the reach of their emails, and additionally clubbers were encouraged to sign up to the email to take advantage of reduced entry in the future.
They noticed a large increase in the number of people coming to Smartie Party events with the eFlyer which they have used at all of their events since. Numbers have steadily grown since they moved to The Lightbox, boosting what has long been a well known brand on London’s clubbing scene.