I AM POP provides artists and their marketers with an easy-to-use tool that simplifies direct-to-fan messaging and allows you to reach fans directly.
In our Case Study series, we chat to the people who regularly use our tool, and see how they feel about it. This time round, we spoke to Luke Ralph from SuperCharged Events.
Can you tell me in a sentence who you are and what your role in music marketing is?
My name is Luke Ralph and I run SuperCharged Events which is primarily based in Brighton. SuperCharged is an underground, bass driven brand which has been running for over 20 years now. I came on board to run SuperCharged about 18 months ago.
Why did you start experimenting with direct-to-fan messaging? How does it fit in with your marketing strategy?
I found that e-mail marketing was getting less and less effective - especially combined with the increasing cost of ad spend on social media. I am always looking for new avenues or vehicles through which to promote our events or reach our audience. It always seemed a little silly to me that you have all these likes on your Facebook page but couldn't directly message people about events they genuinely would want to hear about.
For me direct-to-fan messaging now plays a huge part in our marketing strategy and most big event launches will be run through our Messenger channel.
With which artist have you been using I AM POP’s tool?
I have used it for a variety of artists now, from artists who are relatively new and blowing up huge like Holy Goof, to out-and-out legends like Andy C.
What are the stats, how is it going?
Compared to e-mail marketing the stats are incredible... open rates are regularly above 90% - it's going very well and is very effective.
What has been your favourite flow you’ve sent out so far?
This would probably be a toss up between The Official Boundary Afterparty, in which we were late booking the artists and announcing the event, and needed to get the event out there and fast. The Messenger channel allowed us to do so, and we sold a huge majority of those tickets very quickly, by broadcasting through the Messenger channel.
And then possibly the Autumn/Winter 2018 full line-up announcement: it was the first time we properly used the Messenger channel and converted our page likes into fans. Traditionally we would always do an e-mail sign up, and this was the first time we used the Messenger channel instead. We got 750+ sign ups and saw a huge first day of sales, compared to previous years, which was very rewarding, as it's always tough to dip your toes into new waters and change the habits of a lifetime.
You recently sent out a flow for SuperCharged's 20th Anniversary, prompting your subscribers to buy tickets. How did that turn out? What were the statistics and how do you think the flow was received? (Pretty cool you're using I AM POP's tool for such a memorable occasion, by the way 🤭)
I think our fans are used to us using Messenger by now, so our broadcasts are always received well.
We had a 93.23% open rate - which is ridiculously high, compared to other marketing methods - and sold very well.
As long as the content you are sending out is genuinely engaging and right for your page audience the reception is always great.
To you, what makes direct-to-fan messaging different from other communication channels like social and email?
The bottom line is this: it is simply the easiest way to sell tickets and generate revenue, which is essentially the end goal for most businesses.
Key difference between direct-to-fan messaging and social or e-mail marketing is the effectiveness of actually being able to communicate with your subscribers.
You can have 20,000 likes on Facebook, 15,000 followers on Instagram and Twitter, or 80,000 e-mail subscriptions, but very few of those actually see any of the posts or e-mails that you are sending out.
Any words of advice for other people wanting to get into direct-to-fan messaging?
Follow pages that already use it and use it well - I'm thinking, Detonate Festival, El Dorado, Elrow, and Armin van Buuren, for instance. Learn how people are using it and then adapt it to suit your business. It can be a pretty daunting thing to wrap your head around, but once you get it, it's very simple and so effective that it can literally transform your business. I would always say to not be afraid to ask people for help... It's surprising how willing people are to help. You just have to ask!
By the way, we've collected and uploaded our most popular resources. You can download these resources for free!
Or why don't you connect to I AM POP directly through Messenger at https://m.me/bypophq