The Partner
Sixthman is a festival company that does their festivals at sea. They pride themselves on their high-touch capabilities when it comes to niche vacations, and their guests are at the heart of everything they do. Over the last few years with Tradable Bits, they’ve been diligently building a centralized database of event-focused audiences and communities that they can quickly pull from - all while uncovering more interest data through authentic digital engagement.
Fan Data Strategy
In the words of Mia Park, Marketing and Communication Specialist at Sixthman, “Always have a plan for how you’re going to use the data you collect. It can be really easy to capture data, put all the work into making certain campaigns stand out - but if it’s not for a specific purpose - it can be really easy for the data to sit there and get lost.”
The Sixthman team lives this mantra. Every sign-up flow and engagement campaign they launch has a purpose - most often using authentic engagement to build up what they know about communities of fans tied to certain cruises. What they’re looking for is overlapping communities - finding what artists they love, what experiences they love and how they may mesh with another community so that they can bring fans on board more often, without losing the charm of Sixthman - the onboard experience.
In 2023 we saw the efficacy of this strategy through Sixthmans’ insane ROI on their SMS pre-sale sign-up flow, and through the active participation of cruisers in several campaigns and marketing initiatives launched from Tradable Bits.
Benefits
Short term, Sixthman has seen success in driving pre-sale signups, and in building that initial list of fans to reach out to on announce and open bookings. In fact, in 2023, Sixthman averaged over 1000x ROI on their early-booking-time SMS flow across multiple cruises. They have also welcomed 43K+ new fans into their database from just their engagement campaign alone.Long Term, they’re benefiting from being able to see the overlap in their cruiser communities, how they interact online, and how they can use their affinity for certain experiences or artists to craft new experiences.
