Les Folies Gruss
Find out how the Folies Gruss developed their database with new, qualified contacts, thanks to an effective marketing…
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.
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.
→ 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.