The following is a comprehensive summary of our interview with and from .
How did Mustard Media start?
What do you do?
At what moment do you introduce a sign up/waiting list to your marketing efforts for an event?
How does a successful event marketing campaign look like?
- 18k signups prelaunch
- Drove an additional 30% of signups via a referral mechanism (with Viral Loops)
- Sold 33% of the tickets during the launch week
- The initial launch campaign helped the Camp Bestival team grow new social channels to 11,000+ in the first 6 months.
- 320k launch video views
What referral strategies do you prefer?
- Investing in one grand prize is easier than following a Milestone logic with many rewards, which could get quite expensive and create unnecessary logistical work that festivals don’t have the time and money to bother with. (In Milestone, people would get something small like a ring for 1-2 referrals, something more valuable like a t-shirt for 3-5 referrals, and so on)
- A single grand prize can be more appealing to festival-goers than merchandise.
- Using social context can be demotivating in their industry, and thus they do not recommend the Leaderboard Giveaway, which would display one’s performance compared to the rest. In their words: “We loved the tempting giveaway template because you can just see your entries, and then you can check back, and see them going up. But because you can’t see that in context to anyone else, I think it’s more motivating.”
- Get as many signups as possible before the festival launch.
- The basic process of how Mustard Media makes winning event and festival marketing campaigns—before the public ticket sale begins:
- A signup campaign for about four to six weeks, get as much data as they can. This is usually incentivised with a competition prize that can be claimed in a referral giveaway.
- Launch the event lineup
- Follow up with a presale to give everyone who signed up early access to tickets.
- Viral Loops’ use and impact:
- Mustard Media prefers to use the —a referral strategy where participants increase their chances of winning a prize by referring their friends to take part in the giveaway. In their campaigns about 20-40% of signups come from referrals and in some cases 80% of participants have shared their referral link at least once.
What are Mustard Media’s future plans?
Nikitas has launched products in many industries for himself and his clients. He's responsible for growth at Viral Loops and has worked in marketing since he was 17. Passionate about applying psychology to marketing. My favourite number: 42. Let's connect on LinkedIn!