You're already putting on a tradeshow on a shoestring budget, why add more expenses on top of it? Let's reimagine possibilities when we transform "everyday trinkets" into your brand ambassadors to increase foot traffic, brand awareness, and therefore - MORE SALES! At Fireborn, we can show you how to leverage promo as a revenue driver for your business, not just an expense!
To the Promo Lab!
Our recent collaboration with the ATL Fringe Festival is a testament to how well-executed promotional strategies can elevate an event, drive sales, and create lasting emotional connections with an audience. Here’s how we helped ATL Fringe increase their ticket and merchandise sales, making 2024 their most profitable year yet.
The ATL Fringe Festival Challenge
The ATL Fringe Festival is the largest, week-long arts festival inviting artists from around the world to showcase their talents, taking place throughout various parts and venues across the city. The ATL Fringe team approached us with a clear objective: they wanted to boost ticket sales, draw larger crowds, and enhance their merchandise sales to make 2024 their most successful year. They needed to weave together marketing exposure to highlight different events happening concurrently throughout Fringe week - Street Fringe, Audio Fringe (Atlanta's very own radio show), and the 200+ artists showcasing their stuff! So how did we do it together?
They needed a strategy that not only promotes the event - but a way to warmly welcome artists from around the world, encourage Atlantans to come out and have fun, and simplify their efforts in educating patrons when/where to catch their favorite show and artist.
Our Strategy: A Preview Party with doorbuster gifts, raffle prizes, and informational giveaways
Understanding that promotional products are more than just giveaways, we devised a strategy that focused on high-perceived value items. Research from the Advertising Specialty Institute show that promotional products can evoke strong emotional responses, leading to increased brand loyalty and higher sales. It is the same consumer behavior we observe during the "pay it forward" effect.
The preview party allowed a chance for Atlantans to purchase tickets to see a "sampler" of all Fringe artists and their performances - condensed down to three minutes. Through synergetic marketing, we encouraged tickets sales by advertising doorbuster prizes for the first few guests and a raffle prize of a pretty cool, pretty rad - Cooltunes Bluetooth Speaker - a 24 can cooler that also functions as a bluetooth speaker. This was a perfect strategy that drew excitement and inquiries - and more importantly - avid fans and ticket buyers.
Emotional Purchase Power: Promotional products often trigger positive emotions such as nostalgia, gratitude, and excitement. When festival-goers receive a branded item, they associate those good feelings with the event, making them more likely to engage further, whether through purchasing tickets or merchandise.
High Perceived Value: When people receive free, high-quality items, they perceive a higher value of the brand. This perceived value translates into increased spending. Festival-goers feel appreciated and are more likely to return the favor by making MORE purchases.
Pay It Forward Effect: Giving away promotional products fosters goodwill. Recipients of these items are more likely to remember the brand, as it is now associated with a core memory. Consumer behavior tends to want to "repay" this favor by supporting it through word of mouth and an engaged social media following. In the case of the ATL Fringe Festival, this effect translated to more ticket sales and merchandise purchases as the excitement of the preview party allowed for guests to invite more friends and family to attend the upcoming week-long event.
The Results: Record-Breaking Merch Sales
The impact of our promotional strategy was nothing short of sheer success. Here are some key highlights:
Increase in Ticket Sales: ATL Fringe saw a 25% increase in ticket sales compared to the previous year. The emotional connection fostered by the promotional products played a crucial role in driving this surge. Our plantable bookmarks and magnets helped spread word and awareness around Little Five Points to encourage buyers to get their tickets purchased now!
Merchandise Sales Boost: Merchandise sales skyrocketed by 40%, making it clear that festival-goers valued the high-quality branded items and wanted to own more of them.
Overall Profitability: 2024 became the most profitable year for ATL Fringe, with a significant rise in both ticket and merchandise revenue, validating the effectiveness of our promotional strategy.
A Client's Perspective
Diana Brown, the director of ATL Fringe Festival, shared her thoughts on the partnership:
"Partnering with Fireborn was incredibly easy, and their approach to simplify the ordering process and the unique ideas helped to ELEVATE our merch offerings, we saw souvenir sales outperform any other year since the start of the festival back in 2012. It was a game-changer for us."
Conclusion: The Future of Promotional Marketing
Our work with the ATL Fringe Festival showcases how a strategic use of promotional products can lead to remarkable business outcomes and community outreach. By focusing on items that carry high perceived value and create emotional connections, we were able to help ATL Fringe achieve their goals and set new records.
At Fireborn Promotions, we are dedicated to helping businesses harness the power of promotional products to build brands, foster loyalty, and drive sales. As we look to the future, we remain committed to innovating and creating memorable experiences that resonate with audiences and deliver tangible results.
For more insights and to explore our range of promotional products, visit www.firebornpromo.com or contact us at info@firebornpromo.com. Let’s create something extraordinary together!
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