Image

How the desire to rejuvenate the audience led to a long-term, strategic partnership

Enjoy Jazz has established itself internationally as one of the most important jazz festivals. It is a lively festival that is primarily committed to the enjoyment of great performances and the enjoyment of music in the Rhine-Neckar metropolitan region. Since 2021, we have been supporting the festival team from Heidelberg as a partner in digital marketing, ensuring greater visibility among younger target groups and keeping ticket sales stable even in the difficult post-Covid phase.
Get in touch with us
Image
About 0 million
persons reached
Image
> 0 RoAS
Image
+ 0 Percent
Digital sales
Image

Irene Werner

Partner management
"The collaboration with Partner & Söhne was crucial to the success of our digital projects. With their help, we successfully implemented a user-friendly, experience-oriented website and an integrated online store. Thanks to their expertise in social media advertising, we were able to significantly increase our visibility, reach and ticket sales, and to allocate and further optimize the results thanks to targeted tracking. I particularly appreciate the personal advice, constant availability and the team's in-depth expertise, which makes day-to-day work much easier. The collaboration with Partner & Söhne has convinced us so much that we have already successfully recommended them to others and will continue to do so."

The story

Can an internationally renowned jazz festival be helped to become a younger festival through digital assets? And what would that look like? Is digitalization even compatible with a "we've always done it this way"? Questions that we discussed together in 2021 and have been validating with data ever since. Thanks to a mix of a high-performance website and connected webshop via Reservix, search ads and social ads, we have successfully accompanied the Enjoy Jazz Festival - now with a tradition of over 25 years - into a new era.

It all began with a strategy workshop on the topic of digitalization and strengthening the festival's online presence. Part of the workshop was the development of actual and target target groups, as well as the development of an individual digital strategy and selection of future channels. The biggest challenge at the beginning was setting up the advertising infrastructure, which was extensively tested and optimized after the successful establishment of e-commerce tracking in 2021. In the years that followed, the collaboration was expanded to include the role of sponsor and an economically sustainable and close partnership was further developed. We can now look back not only on sponsorship, performance ads and digital consulting, but also on website relaunches including internal e-commerce setup.

Image
Written by Max-Raphael Feibel

Our findings

The mix of search ads and social ads was a real game changer

In numerous tests of different events and target groups, we have found that sales via search ads are closely intertwined with those of social ads. For example, concerts with a social ads budget achieved significantly better ROAS via Google Ads, while switching off social ads led to a noticeable decline in search ad sales. What sounds logical at first, we have only experienced in this extreme in the cultural sector.
Image
Max-Raphael Feibel

Ads focus on well-running events

Organizers instinctively resort to marketing measures when a concert sells little or not at all. However, our experience has shown that it brings greater added value to sell out a well-running event and to use the resulting radiant effects for all other events.
Image
Kiti Phone Phai Phane

Our collaboration with Enjoy Jazz

2021

Start of collaboration with digital strategy workshops and application during the festival period

2022

Year-round promotion and relaunch of the enjoyjazz.de website

2023

Technical and strategic support for the 25th festival anniversary

2024

Increased focus on the further development of the website.

The result

Unless it is popular music and the advertised event is not self-explanatory, the arts and culture sector always presents us with new challenges in digital marketing. By placing our trust in the partnership, we have gained valuable insights and been able to further expand our specialization in the arts and culture sector. Today, several of our clients benefit from the expertise we have gained over the years in the field of digital marketing.

We look forward to your inquiry

Book a free initial consultation with our Account Manager Johannes Tsangaris now or contact us by email, phone or LinkedIn.

hello@partnerundsoehne.de
+49 621 533 999 82
Networking on LinkedIn
Image