What we can learn from last weekend about going cashless.
Two festivals in the UK went cashless for the first time this July – Leopoloooza, “the greatest house party…in a field”, and Bluedot, an annual music, science and cultural festival. Across media, social and at the events, fan reactions have differed. What can we learn from these festivals about taking your customer engagement and support to the next level?
1. Communicate, communicate, communicate
It’s easy to think that a straightforward solution like cashless just needs a one-off explanation. The answer is no. Never underestimate the volume of messages your fans are getting every day. Make sure you give them EVERY opportunity to understand the benefits of cashless and how they can try it out. Make sure you use every channel you can – and get your biggest and most vocal supporters on your side early. Also, be sure to explain it to the media, who can be your biggest allies or critics.
2. Make it fun
Hats off to Leopoloooza for some of the most fun, creative and engaging social videos about going cashless that we’ve ever seen. Fun, slightly anarchic and very on-brand – the team nailed the pre comms. *high five from the Tappit team*.
Check this out. *Trigger warning – contains pictures of stags in suits and wellies*
📢 THIS IS A PUBLIC SERVICE ANNOUNCEMENT 📢We’ve been saying for years that The Wyldes should become its own nation. A nation based on having a good time, being kind to strangers, protecting the planet, and dancing like nobody’s watching seems like a pretty good alternative to reality right now…Our first step towards creating that Utopia has been reached. This year we are introducing…our very own currency, the Wylde Buck! Queueing for too long and missing the start of your favourite band is the stuff of festival nightmares, this will speed everything up and we can all get back to doing what we’re here for. How does it work? Top up your account now, collect your wristband when you get here, and pay for drinks, merch and the biggest burger in Palloozaville with a mere tap of the wrist. Easy peasy! Let the Hon. Buchanan ‘Buck’ Wyldington esq. show you how it’s done. 💵Get cracking and top up your account now: https://wyldebucks.justtappit.com/portal🙋Got questions? Head here for answers: https://www.leopallooza.com/wylde-bucksPS. Have we just dropped a sneaky hint about our dress up theme? All will be revealed very soon…
Posted by LEOPALLOOZA on Wednesday, July 3, 2019
3. Be open and honest
Don’t make it difficult for your fans to reclaim their money and explain any fees upfront (and make them reasonable). They are your fans because they trust you and trust the brand. Making it difficult for them to get their money back leaves a bad taste. Trust your fan, and they’ll trust you. Fans are for life, not just for one event, and no one likes hidden or extra charges.
4. Respond to a clear customer need
Onsite at Leopollooza, WiFi was a challenge at times. Let’s face it, you can’t have an amazing rural location, aka the “most instagrammable festival in Cornwall”, and loads of people, and not suffer from a patchy signal. What we did see on site was that people actively chose to go cashless – as contactless and cash were a major pain. Helping people have a great experience made the choice for the fan simple.
In the end, all the trends are pointing to cashless being here to stay, so when you’re making the transition, you need to think about how to make it as positive and inclusive as possible – stag outfits are optional!