Every festival needs new audiences.

But every festival already has an audience that knows it.

•  People who bought tickets last year

•  People who have attended several times

•  People who bought early

•  People who bought VIP

•  People who engaged with your communication

•  People who haven't returned yet

Yet every new season, much of festival marketing starts again.

New campaigns. New targeting. New acquisition spend.

Back to zero.

What if more of them came back?

Across two festivals using Lily, we've seen the share of returning attendees move from:

11% → 17.5%

and

26% → 33.5%

Different festivals and market conditions mean these aren't guaranteed outcomes.

But they demonstrate something important:

Growth doesn't only come from finding new audiences. It can also come from activating the audience you've already built.

Your ticket history already knows your audience

Years of ticket sales can tell you:

•  Who attended last year?

•  Who keeps returning?

•  Who buys early?

•  Who buys VIP or camping?

•  Who hasn't returned?

Add permissions and engagement, and ticket history becomes something much more useful:

an audience you can understand and communicate with.

That changes how the next season can begin.

•  Previous attendees can get presale communication.

•  Previous VIP buyers can hear about VIP.

•  Early buyers can be activated early.

•  Different audiences can receive different communication.

Same festival. Different audiences. Different communication.

Stop rebuilding the same communication every season

The audience journey doesn't end with a ticket sale.

PURCHASE  →  BEFORE EVENT  →  EXPERIENCE  →  FOLLOW-UP  →  RETURN

Practical information, upgrades, camping, transport, follow-up and next year's presale often happen at predictable moments.

Much of that communication can happen automatically.

The goal isn't automation for its own sake.

Less repetitive work. More relevant communication.

Come and chat to the Lily team in the Exhibition Hall, stand 57