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Summerfest Adds E-mail to 2003 BtoB Marketing Plan

Following a recent campaign, reports strongly suggest that e-mail will prove to be a new tool to help Summerfest generate business-to-business ticket sales. Within three days, the 2003 Summerfest VIP Club e-mail generated a 3.39% clickthrough rate. Multiple clickthrough opportunities, or links, within the e-mail increased the likelihood that the reader would find something of interest to him or her and click to get more information. This e-mail offered four text link clickthrough opportunities for the readers.


To supplement a direct mail campaign for the Summerfest VIP Business Club program (sent to approx. 20,000 Southeastern Wisconsin companies) "The World’s Largest Music Festival," added an e-mail campaign to its 2003 marketing plan.

Johnson Direct created the business-to-business VIP e-mail and purchased the list of recipients. The campaign reached 5,393 business professionals in Wisconsin.

The e-mail offered four text links to retrieve a printable order form, in addition to a phone number.

“Multiple clickthrough opportunities, or links, increase the likelihood that the reader will find something of interest to him or her and click to get more information,” explains Denise Hearden, Director of Communications, Johnson Direct.

Within 3 days, the e-mail generated an open rate of 27.7%
and a clickthrough rate of 3.39%.

“Everyone is very pleased with the results – especially because we are working with a purchased list,” explains Lyndell Truitt, Account Executive, Johnson Direct.

Truitt added "We needed a permission-based business to business e-list. We looked at our audience from the direct mail campaign and wanted to mimic that. We looked at appending emails to our direct mail list but the append rate was pretty low. Our final e-list of more than 5,000 included a core group of businesses within the 5-county area (Milwaukee, Waukesha, Ozaukee, Washington, Racine) with 10+ employees."

“We are thrilled with the entire piece!”

--Sarah Smith, Sponsorship Manager, Summerfest

One way Summerfest will improve this clickthrough rate in 2004 is by building its own e-mail list.

“A ‘home grown’ list of past VIPs, business professionals that have requested information and highly qualified prospects will increase the relevance of the e-mail and therefore the clickthrough rate,” Truitt says.

Of course, the number of order forms faxed or mailed to Summerfest as a result of the e-mail will be the true measure of the campaign's success. We'll keep you posted!

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For more information, contact Johnson Direct toll-free at (800) 710-2750 or visit www.johnsondirect.com.