Introduction
Following another successful season, it’s clear that our partnership with The Grounds has entered an exciting new chapter. Born during the height of the COVID-19 pandemic, The Grounds offered a beacon of hope and entertainment with its socially distanced outdoor cinema experience. This year, however, posed new challenges and opportunities as we navigated the post-COVID event landscape in Hong Kong, teeming with increased competition and a possible shift in public need or desire for outdoor events.
Challenges:
- Increased competition in the event landscape.
- Transitioning from a COVID-necessitated offering to a staple entertainment choice.
- Ensuring The Grounds remained a compelling choice for Hong Kongers in an unrestricted social setting.
- Needing to go above and beyond with round the clock communication due to the nature and timing of the event.
Solutions:
- Ticketing: Offered enhanced support and management, adapting to client needs for ticket pre-sales, adding new ticket types and upsell options, and ensuring a smooth operation and customer experience.
- Food Ordering: Successfully continued the innovative food ordering system to pods/seats through the Eats365 app, in partnership with Basehall. This service, building on previous successes, further enhanced the customer experience by offering convenience and quality dining options directly to attendees' seating areas.
- Marketing Support: We leveraged Zicket's channels, including our newsletter, social platforms, and cutting-edge Eventbrite Boost tools, to amplify reach, engagement, and ticket sales via paid ads.
- Collaboration with OCPR: For the first time, we enlisted OCPR as a marketing partner to bolster our efforts in social media management, strategy, paid ads, and email marketing.
- Enhanced Support: The intricacies of ticketing for The Grounds, combined with the timings and nature of the event, added to the fact that Zicket was offering a multi-faceted service, meant that we needed to offer enhanced support for The Grounds, a level even above our already high standards when it comes to customer support.
Successes:
We achieved some impressive results, including:
- Paid Social Ads: Achieved an impressive 12.84x ROAS, demonstrating the effectiveness of our targeted advertising strategies.
- Email Marketing: Maintained a high engagement rate with a 53% open rate and a 7.5% CTR, even as we significantly grew The Grounds’ mailing list.
- Growth in Followers: Witnessed a 48.79% increase in followers, expanding The Grounds’ community and reach.
- Increased AOV: Raised the average order value by 7.14%.
Impact:
This season, despite the absence of COVID-19 restrictions and the presence of more traditional event options, The Grounds flourished. Our team’s tireless efforts throughout the season helped solidify its position as an annual tradition that resonates with residents and visitors alike. The success of this season is a testament to our adaptive strategies and the enduring appeal of The Grounds.
Looking Forward:
As we celebrate this milestone, we're excited for the future. The success of The Grounds this season has not only reaffirmed its place in Hong Kong's entertainment scene but also underscored the strength of our partnership and the innovative solutions we bring to the table. Here's to more groundbreaking successes and continuing to redefine the event experience together.
Conclusion:
Reflecting on this journey, it's clear that The Grounds is more than just an event; it’s becoming a must-do annual tradition in Hong Kong, and it’s certainly deserving of that. As we look to the future, we're excited to continue this partnership, pushing the boundaries of what's possible and ensuring that The Grounds remains a cherished tradition for years to come.