Goal for Hangout Music Festival

Strategy

A close friend who works in the music industry and I broke the general goal into specific sub-goals: improving the experience for the festival’s customers and increasing revenue. A common problem fit both these goals: at many festivals, the line for the merchandise booth is relatively empty for hours but can jump to up to an hour’s wait after the show ends. With long lines like this, some customers elect not to wait and not buy merchandise. We came up with a way to use Bluetooth beacons to advertise limited-time-only coupons for the merchandise stand. We offer these coupons when demand at the stand is low, smoothing out the demand curve. This allowed more customers to purchase merchandise while decreasing the wait time after the show. Hangout implemented the idea, but unfortunately, the artist selected to implement the concept messed up. Despite buy-in from Hangout and all the infrastructure put in to test this idea, the artist changed his outfit at the last minute and the test collapsed. Good reminder to keep things within your control.