How Simple Booth HALO® Helps the Marketing Team at Ole Red Collect First-party Data.
Live music. Dancing. Scratch eats. Signature drinks. A night out at Ole Red means the full country experience. And to remember the nights, Ole Red partnered with Simple Booth, the modern photo booth platform, to ensure memories can be captured and shared.
But it’s turned out to be a partnership that’s yielded much more.
Interactive moments
Understanding and engaging with guests in a non-ticketed environment posed a challenge for Ole Red.
Simple Booth’s innovative HALO system introduced a fun, interactive element to the Ole Red experience, motivating guests to capture smiles and fun moments while enjoying the energy of live music and entertainment.
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After the guest has taken a photo but before they receive it, they are prompted to fill out a short form that includes first name, email address, and zip code. These moments provide Ole Red with a reliable method to capture crucial and accurate data.
With an 89% opt-in rate, this steady stream of data has helped Ole Red to understand their audience better and tailor marketing efforts accordingly.
“With Simple Booth, we know exactly who was in our venue. That’s really helpful for us,” said Lindsay Barber, Brand Marketing Manager for Ole Red at Opry Entertainment Group. “So, where are people traveling from? I’m able to figure that out.”
“This insight helps us figure out where our customers are coming from.”
Lindsay Barber, Brand Marketing Manager
Simple Booth has presented a new opportunity, allowing Ole Red to engage with guests and collect user-generated content (UGC) and data directly.
Growing an email list
Since implementing Simple Booth, Ole Red has captured a significant number of email addresses and zip codes. This data is crucial for driving retail and ticket sales, enabling targeted email campaigns based on geography.
And Ole Red has been continually expanding—now up to six locations including Nashville, the Nashville Airport, Gatlinburg, Orlando, Tishomingo (Blake’s hometown) and now their newest location, Las Vegas.
“People love a photo opportunity, especially when they’re traveling,” Lindsay said.
Connecting the dots
“Simple Booth has been a game-changer for us,” said Lindsay, who explained that the data capture abilities have contributed to their success.
“The software component was the biggest selling point.”
-Lindsay Barber, Brand Marketing Manager
“The ZIP code paired with that email is really valuable to us. And then ultimately, what we do on the backend with our analytics team—we marry up additional information. And that’s valuable for me as well on a marketing strategy side,” Lindsay explained.
One key insight that Lindsay uncovered from the data was that even if a person had just purchased a ticketed show in Orlando, they still needed to market all locations to them.
“The biggest value to us is being able to understand the customer, who is visiting the venue, and to be able to speak to that customer,” Lindsay highlighted.
In 2019, Ole Red began exploring ways to capture guest data and enhance in-venue engagement. After considering several options, Ole Red chose Simple Booth for its robust software capabilities and user-friendly interface.
Signage and visibility
The strategic placement of Simple Booth units in high-traffic areas, such as near elevators, has ensured high visibility and usage. Signage and on-screen prompts further promote the photo booths, encouraging guest interaction. Cutouts, neon prompts and large signs with arrows pointing to the booths also contribute to their popularity.
“The HALO’s lighting is a big draw,” said Lindsay, who noted that the Las Vegas venue, in particular, has seen great success with the photo booths.
“People prefer using it over a dimly lit bar for selfies. It’s become an experiential element that our guests love.”
-Lindsay Barber, Brand Marketing Manager
The ability to easily set up and manage the photo booths for special occasions has added value to private event packages and increased rental opportunities, making it a versatile tool that essentially pays for itself through rentals.
Opportunities to grow
Since implementing Simple Booth, Ole Red has seen a marked improvement in guest engagement and data collection, contributing to more effective marketing strategies and increased revenue from retail and ticket sales.
Ole Red’s successful integration of Simple Booth has led to discussions about expanding the number of units in locations to maximize engagement and data collection. The decision to include multiple Simple Booths in Ole Red venues underscores the value they bring to the brand.
Ole Red has provided valuable feedback to Simple Booth, highlighting the importance of reliable hardware and user-friendly features. Simple Booth’s responsive support team has been instrumental in addressing any technical challenges, ensuring a seamless experience for both Ole Red staff and guests.
“It’s been a really great add to our business,” Lindsay shared.
For more information about Ole Red and Simple Booth, visit Ole Red’s website and Simple Booth’s website.
Start collecting first-party data and user-generated content with Simple Booth today.