How SandFest increased their feedback rate by 21 X using WhatsApp.

The Background:

SandFest is a one-day music festival that’s held on the infamous Sandbanks Beach of Poole, in the United Kingdom. The event always boasts big name DJs and draws a crowd of young adults.

The Challenge:

Mobile/Cell coverage on the beach is sporadic.

Multiple tickets are often purchased by one group lead, meaning only a small data set is gathered at the point of the ticket sale.

Email open rates are low.

Gathering customer feedback is challenging.

The Goal: Increase WhatsApp database then collect reviews & feedback.

Capturing customer data, be it email addresses, birthdays or WhatsApp numbers is a challenge in most hospitality settings, even more so when it’s a one day a year event on a remote beach location. Any on the ground marketing such as QR codes is often overlooked, not to mention this relies on a solid cell or WiFi service.

SandFest understand the need for quality marketing data as well as constructive feedback and reviews about the event. The qualified marketing data allows them to sell more tickets year on year, the positive online reviews add social proof and the customer feedback helps them impliment postive changes within the event.

Step in HeyGuest’s Guest WiFi system.

HeyGuest’s WiFi login system was enabled on the site’s public wireless network, with WhatsApp login set as the primary login method.

Step 1 – WiFi

WhatsApp’s open rate for messages is in excess of 75%.

We deployed our guest WiFi login system throughout the site for guests and members of the public to use.

The login screen was configured in accordance with SandFest’s branding, ensuring client trust.

Guests were able to get online in three simple steps, with the WhatsApp number field being front and centre, ensuring simple usibility.

Step 2 – Proof of Presence Broadcasts

SandFest took advantage of our Proof of Presence WhatsApp broadcasts throughout the duration of the event. This is a feature that allows time sensitive and moment relevant WhatsApp messages to be sent only to guests that are onsite at that particular point in time.

SandFest sent a welcome message with the day’s lineup when a user first connected to the WiFi then continued to send informative WhatsApps throughout the day in relation to acts on the stage starting as well as drinks and competition promotions.

Step 3 – Data Capture

Whilst a guest’s WhatsApp number holds massive value from a communications and marketing perspective, having additional data on each guest allows for success with highly targetted marketing campaigns.

Using our competition entry feature, Sandfest offered free tickets for the next event. As part of the competition entry process guests were asked additional information such as their gender and date of birth and were invited to opt into further marketing.

With this additional client data Sandfest were able to identify that 74.5% of the people that entered the competition were females, with the majority aged between 18 & 25. As a result of the competition Sandfest can now send segmented and targetted female-focused messaging. “It’s nearly your birthday, here’s 10% off tickets for you and your girlfriends.” 

Step 4 – Feedback & AI Analysis

24 hours after the event a broadcast WhatsApp was sent to attendees asking them for their feedback on the event.

They were asked two simple questions:

How did we do?
What can we improve on?

Within minutes of the broadcast being received the feedback on the event started flooding into the HeyGuest dashboard.
As soon as a few records appeared our AI started analysing the feedback. Sentiment scores were applied to each message, rating them out of a total of 5 (inline with a Google Review). Positive responses and negative responses were identified and grouped into recurring themes and categories.

This allows the event organisers to very quickly identify repeat praise or complaints.

Within minutes of the broadcast being received the feedback on the event started flooding into the HeyGuest dashboard.
As soon as a few records appeared our AI started analysing the feedback. Sentiment scores were applied to each message, rating them out of a total of 5 (inline with a Google Review). Positive responses and negative responses were identified and grouped into recurring themes and categories.

This allows the event organisers to very quickly identify repeat praise or complaints.

Step 5 – The Results

In summary, SandFest’s collaboration with HeyGuest demonstrates how utilising WhatsApp for feedback can dramatically boost engagement and response rates. By implementing HeyGuest’s tailored solutions, SandFest streamlined their communication efforts, resulting in a remarkable 21x increase in feedback collection. This approach not only enhanced the overall event experience but also provided actionable insights for future planning, highlighting the effectiveness of digital tools in improving customer interaction and satisfaction.