Driving 11 Million Impressions: BEM’s Strategy for GLOW’s Debut Holiday Festival

GLOW is an innovative, immersive holiday festival held in Nashville, TN on November 22-December 31, 2019 at First Horizon Park baseball stadium. People of all ages experienced true holiday magic including a frozen fortress ice-skating rink, millions of dazzling holiday lights, a three-story ice skating experience, and many other enchanting holiday-themed attractions. Some notable guests included Kelsea Ballerini, Kristin Cavalleri, Jay Cutler, Carrie Underwood, Savannah Chrisley, and the Today Show team with Al Roker.

CHALLENGE: While spreading holiday cheer to Music City and beyond, GLOW aimed to present a first-time event loved by all. To light up Nashville with the holiday spirit, GLOW chose Bauer Entertainment Marketing  (BEM) to drive awareness, interest and attendance. We were thrilled to take on the mission of establishing GLOW as Nashville’s newest must-see holiday festival!

SOLUTION: As this was GLOW’s first year, BEM began by helping establish their marketing infrastructure and brand. Simultaneously, we analyzed and connected with their target audiences in order to get the right message to the right people at the right time. 

Throughout this engagement, BEM planned, built, maintained, and launched data-driven email marketing and digital advertising campaigns. We also provided GLOW with conversion funnel analysis, contest marketing, and customer surveying. 

RESULTS: BEM’s email marketing campaigns delivered an incredible 49.4% Average Open Rate and 20.9% Average Click Rate. These metrics far exceed the industry averages of 20% Open Rate and 2% Click Rate. And through primarily contest marketing, we grew their email database from zero to over 30,000 subscribers. Ultimately, BEM generated a 17X Return on Email Spend. 

Our social media advertising for GLOW produced a whopping 9,046,021 Impressions; 78,581 Link Clicks; and 6X Return On Ad Spend. Our Google Ads delivered an impressive 2,141,184 Impressions; 36,385 Clicks; and 10X Return on Ad Spend. 

BEM loved spreading holiday cheer across Middle Tennessee! Contact us now to start creating marketing magic for your brand during the holidays and any time of year.