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Sundance.org
  • July 24, 2020|
  • 4 minute read

Does the Sundance Festival need any introduction? Well, just in case it does, let’s take a quick look: it’s a film festival that has been held annually (not under the same name, though) in Salt Lake City since 1978.

Background

Does the Sundance Festival need any introduction? Well, just in case it does, let’s take a quick look: it’s a film festival that has been held annually (not under the same name, though) in Salt Lake City since 1978.

Receiving an award here is a huge milestone for anyone in the industry, just like attending the festival is a badge of honor for any film aficionado.

Wondering how Sundance managed to become the icon it is today? Well, a lot of it has to do with their standards and with their marketing.

We’re stoked to be part of their on-going journey and to help them put amazing films on the map!

Let’s uncover a few of Sundance’s marketing secrets.

Opportunity

Sundance understands the power of hyper-targeted, hyper-personalized marketing, especially in a pandemic and post-pandemic world. You might think that everyone wants the scoop on the latest great films, but that’s not exactly right.

Plus, the film festival showcases a lot of different genres and the Sundance marketers know that each attendee, sponsor, or contestant has a clear preference. So why bother them with news about everything that’s happening at the festival when they could simply get the info that’s relevant to them?

Challenges

In order to deliver targeted and personalized messages and campaigns, Sundance marketers need powerful tools. They have wisely chosen NetSuite and Mailchimp.

The only problem? These two solutions need to speak with each other perfectly so the marketers can get valuable insights and segment their audiences properly. Brand awareness and marketing ROI both depend on targeting the right lead or the right customer with the right message.

However, the native NetSuite to Mailchimp integration lacks a lot of features and it’s clunky. You can’t create effective marketing campaigns when you have to rely on manually input data.

Enter the NetSuite to Mailchimp integration by SyncApps.

NetSuite for Mailchimp

Solution

Sundance uses the NetSuite Subscriptions feature to allow subscribers to update the type of communication they want from Sundance’s Mailchimp offerings via the Update Profile form. This way, they make sure that all their subscribers only get relevant emails.

NetSuite for Mailchimp Subscriptions Flow

They also use our Custom Unsubscribe feature to allow Mailchimp to communicate with NetSuite via a custom field rather than the Global Subscription Status on the NetSuite records.

Sundance Subscription

A while back, the Sundance marketers email us about a small issue: the re-subscribes would not sync back to NetSuite either re-subscribing in NetSuite or Mailchimp.

We solved this issue instantly for them by enabling customization on their account to handle re-subscribe so the opt-out flag in NetSuite will be cleared if a contact re-subscribes in Mailchimp via the sign-up form.

Our customer support team helped them set up quickly and make sure that all the options they check are in line with their marketing goals. For instance, just look at how easy it is to make the difference between opt-outs and opt-ins: the unsubscribe field is for the Custom Opt-Out field where we are sending unsubscribes from Mailchimp so if it is checked = opted-out. If it is unchecked = opted-in. This allows them to manage their records outside of NetSuite’s
Global Subscription Status feature.

Key Outcomes

  • Easily manage new subscribers, re-subscribers, and un-subscribers
  • No more manual data input or migration
  • Hyper-targeted campaigns
  • Better services — no more annoying leads with promotional messages they don’t care about
  • Better marketing campaigns and no more wasted money on tactics that don’t work.
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