Les Folies Gruss

Enrich your database via a social network contest

Find out how the Folies Gruss developed their database with new, qualified contacts, thanks to an effective marketing strategy: a competition.

Created in 1868 by Charles Gruss and Maria Martinetti, a young woman from an equestrian family, the Compagnie Gruss specialized in equestrian shows. Today, Les Folies Gruss features 24 artists, 50 horses, an orchestra and a singer, and offers 1h30 of aerial, comic and musical equestrian tableaux in the heart of Paris and in Béziers during the summer.

Embasement, or the art of developing your database

Every year, the Folies Gruss team spends the summer in Béziers. In addition to a local audience, the Folies Gruss must also reach a tourist public, with a view to renewing their audience each year.

Reaching new audiences and enriching your database requires you to diversify your communication channels (email, sms, website, social networks...) and implement original, incentive-based embasement strategies.

But what is embasement? It's an action aimed at collecting data from new contacts to develop your database. Competitions are one of the most effective techniques for packaging in the events sector.

To develop its database with new, addressable contacts, the team came up with an attractive competition.
In order to do this, they used the database management tools provided by their CRM Arenametrix and launched the social network contest.

What we've done

  • Conception of an incentive contest to gather new contacts:
    - Set up of a prize draw to encourage participants to share their email address.
    - Particular attention is paid to the form and compliance with RGPD.

  • Choice of diffusion channel: The Folies Gruss chose to broadcast the form on their Facebook and Instagram pages via targeted sponsored posts for one week with a budget of €200.

  • Integration of the contest into a training program:
    In order to build a complete experience around the contest, the teams set up the automatic sending of a confirmation of participation and thank-you email. This initial contact, via a personalized email in the Folies Gruss colors, also served as a link to the website and social networks, before sending future targeted communications.

1.512

contacts added to database (€0.13 per new contact)

222

tickets purchased by these new contacts within two weeks following the start of the competition

€6.626

sales generated by the competition

€33.13

return on investment (for every € invested, the competition generated €33.13)

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We wanted to reach new audiences and enrich our database with a communication campaign on our social networks that was both fun and effective.

The competition proved to be optimal, as it enabled us to obtain new subscribers and generate sales. The aim now is to retain these new contacts through relevant communications.

Marine Leroux, Head of Communication at Les Folies Gruss
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