Winners of the Week: Do312!
There's an old, albeit not very catchy, saying for KPI updates - if you add more than seven thousand subscribers in a week, you're crowned the winner. Do312 did exactly that; full details below:
- With Lolla traffic accounting for more than 15% of Do312's site traffic for the entire year, even small changes in the partnership can cause huge ripples in Do312's success. This year could've been tough, as Lolla sent 37% less referral traffic directly from their site last week. However, there's a twist...
- ...Do312 benefited from not one, but two (!) dedicated blasts announcing theaftershows. In total, Lolla sent 44K sessions to Do312 via email this year, compared to a measly 9K sessions sent via one dedicated email last year. Add to that the fact that Do312's own emails had 9X traffic to site compared to last year, and you've got the makings of a traffic bonanza.
- While the traffic is nice (32% more total Lolla traffic than last year), the real strength of the partnership is the user acquisition. And thanks to the aforementioned dedicated blasts, plus a 3X increase in Twitter traffic from Lolla (mostly from these viral teaserposts), Do312 was able to rake in the thousands of giveaway entrants that then become subscribers.
Based on the above, it's worth doing a quick audit to see if you're getting everything you can out of your fest partnerships. Not all of them will have aftershows hosted on your site, but getting them to plug your giveaways in emails and social after tickets sell out should be a reasonable ask of any fest partner.
Hopefully you've got several fest launches coming up in your market, and if you have any questions on launch or promotion strategy, you can always reach out. In the meantime, check out last week's stats and start planning that next big fish partner to land:
Hopefully you've got several fest launches coming up in your market, and if you have any questions on launch or promotion strategy, you can always reach out. In the meantime, check out last week's stats and start planning that next big fish partner to land:
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