We know how to ROCK YOUR BRAND!
Case Study:
Rock Legends Cruise, Native American Heritage Association, Feb 2017 & Ongoing
Our eXperts have the honor of doing much of the branding and merch for this annual fundraiser festival on the sea! Over the years we've helped our client increase their onboard fundraising revenue through some strategic marketing.
Client Frustration:
On board fundraising events not generating enough revenue
Possible issues:
- Low attendance at auction = low auction sales
- Passengers are on vacation, distracted and busy going to the next concert onboard.
- Opportunities to participate in events are not clear to them.
- Many passengers do not realize that the entire event is a fundraiser. People tend to spend more when they realize it is benefiting a cause vs. a for-profit company!
What we did:
Focus on branding the event, and creating more exposure for the fundraisers
- More ‘in their face’ advertising on board, including table tents on all of the interior lounge tables, clings on outdoor tables and more signage strategically placed near busy entrances.
- Placed advertising on the mirror in EVERY cabin, so passengers would see it when getting ready in the morning. Something as simple as a cling on the bathroom mirror can get a person's attention when brushing their teeth!
- Placed merchandise store out on the deck, near a common entrance/exit. Engaged with passengers on social media before the event and pumped up the energy around the rock shop to keep people coming back
- Noted on all signs and collateral that the proceeds from the auction and merchandise sales directly help our Native Americans in the poorest areas of the country
- Placed RLC logo on bar windows and over main deck to reinforce the message
Result: It worked!
THREE times the attendance in the memorabilia auction as in previous years, with DOUBLE the revenue generated. We’d like to say the increased marketing had a direct effect on this!
A healthy revenue from on board merchandise sales, for the FIRST YEAR EVER. Passengers ‘stopped by’ the store multiple times on their trip, increasing likelihood of selling more to them
More raffle tickets sold than previous year!
Recap: Some slight shifts and a small investment into branding and promotion more than doubled on board fundraising revenue. Find out how we help other festivals and events ROCK THEIR BRANDS here.
