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MAMA Festivals’ Camella Agalbayan Talks To The Message About Direct Message Marketing

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LONDON (CelebrityAccess) Camella Agalbayan, senior marketing manager at Live Nation’s MAMA Festivals, recently did an interview with The Message about how the company uses Messenger to market the Lovebox Festival, among other events.

The Message is a monthly insight in partnership with I AM POP, that discusses direct message and Facebook Messenger marketing methods.

Some of the takeaways:

Agalbayan was asked how direct-to-fan messaging fits into her marketing strategy and the lessons learned.

“We felt the Messenger channel was a good place to filter the obvious questions, so we could spend more time taking care of special cases that demanded more attention.
she responded. “We’ve also used the Messenger channel as a way to incentivise our current audiences by giving them information before anybody else.”

Agalbayan added, “I think people are much more aware about Messenger marketing on Facebook and its purpose, so it’s much easier nowadays to promote your Messenger channel. We’re not being much more playful with how it’s being used, necessarily. Instead, we’re focusing on how we can ensure people get the right information, as well as how we can use it as a marketing tool to increase brand loyalty and build our brand identity.”

As for using DM to promote the upcoming Lovebox:

“A new strategy for us this year is to create small communities of fans within Lovebox that feel special. We are working with a small Lovebox ‘squad’ (to be announced in April), for example, who will be involved in artwork, photography and design for the show.

“With our Messenger channel, we want those fans to feel they have signed up to something that has a purpose, which is why we have decided to make sure they are always the first to be in the know before anyone else. Whether it’s dropping a poster, launching a merch line or access to afterparty ticket, our Messenger subscribers will be the first to hear about it!”

The full interview is available here.


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