A few weeks ago, Beer Days 2021 took place in Yerevan’s streets. This was a new take on the well-known and loved Yerewine Days by Eventtoura, a wine tasting event where people can enjoy many different wines, walk around the city streets, and spend quality time with their friends and family. Likewise, the Beer days have now become another staple event on the streets of Yerevan, through the concepts that we developed with Armenian well-known idioms, photoshoot styles, and recognizable graphic design.
However, the road to that event’s success was not very smooth, so let’s understand the problems and how we overcame them.
Firstly, we were approached by the company Eventtoura 4 weeks before the event, which is a relatively short period of time for boosting an event almost entirely unknown by the target audience. Nonetheless, we could allocate the time accordingly, and we managed to do the most in those four weeks.
The first week was the preparation week, when we decided upon what kind of content we were going to publish, organized a photo shoot in accordance with that style, etc. Coming right after the prep week, we dived into three weeks of intense promotion.
The two tasks that we had during that period were:
The best foolproof method of event promotion is developing an easy-to-remember content style, a different design, and heavily promoting it on Instagram and Facebook. We decided to take well known Armenian idioms (Ջրի բերած, ջրի տարած) and adapt them to the beer concept (ԳարեՋրի բերած ԳարեՋրի տարած), which became a “household” saying in the context of Beer Days.
Additionally, the photoshoot concept was specifically chosen, to portray how much fun it the event going to be, since we had people truly enjoying themselves while drinking beer.
The next step that genuinely put everything together was chatbot marketing. We arrived to that conclusion especially because we were extremely short on time, and we needed to reach a lot of people. The way we ended up utilizing the chatbot was through a chatbot quiz which attracted a lot of people. The idea resided in activating a comment guard, so when people comment a beer emoji under the contest’s post, the chatbot would automatically send them an invitation to start a quiz about beer and receive a chance to win a “beer set.” This approach worked so well that we recorded a highly high organic reach and engagement, since the customers loved it. Furthermore, we sent reminders to those people who participated, and most of them visited the event. Even though it took us a few nights to build that chatbot, with all its different path dialogues and attributes that automatically calculate the results of the quiz taker, we were delighted with the results.
Our primary aim was attracting a lot of people to the event and later on having them visit the Beer Days. We successfully sent the follow-up messages, which brought a considerable mass of attendees throughout both days of the event. The organizers stated that 50% of all attendees came from our marketing efforts. The expected number of attendees was met by reaching 15000 people. Around 2000 glasses were sold and 20000 glasses of beer were sold throughout the event. On average each person who bought a glass drank 10 glasses of beer, so we can certainly claim that it was one heck of a fun day.
