KALIBER Live Entertainment

Offers quality events in central Uppsala

KALIBER Live Entertainment (KALIBER Live) was founded in 2020, in the midst of the pandemic, in Uppsala. The pandemic had just begun, and restrictions upon restrictions were imposed. Concerts were forced to cancel, and businesses in general had to slow down. But would a COVID wave put an end to the start-up of KALIBER Live? Oh no! When the world was uncertain and everything was slow, the founders chose to do the opposite – it was the perfect time, with plenty of planning opportunities, to start something new!

The founders, Jonas Curling and Erik Sjölander, are among Sweden's most experienced concert organizers, with a combined professional experience of over 50 years. With a desire to create culture, concerts, and quality events for the Uppsala audience, KALIBER Live was founded in 2020. The first concerts were held with only a couple of hundred people in the audience – due to the pandemic and its restrictions – but today, around 100 events are organized annually, reaching a total of just over 40,000 contacts. Botaniska Trädgården, Parksnäckan, Katalin And All That Jazz, and Reginateatern in Uppsala are some of the venues where KALIBER Live organizes concerts and performances. All venues are within a stone's throw of the Central Station in Uppsala.

So, how are all 40,000 contacts reached? How do they receive information about upcoming events? Fredrik Johansson, Marketing Manager at KALIBER Live, has a decisive role here. He is responsible for promoting all the events. Digital ads, press ads, newsletters, social media, and posters are just some of the tasks Fredrik is responsible for, all aimed at increasing reach across various channels.

– There are many fast-paced tasks in this industry. As Jonas works from Los Angeles, I receive most of the documents shortly after he wakes up, which is in the afternoon in Sweden. Sometimes, a newsletter is sent out the next day, and I have to put it together in the evening, says Fredrik.

With data about the audience, KALIBER Live can optimize its marketing

Several stages, tens of thousands of visitors, and a plethora of events. And it’s not just one genre with one target group – KALIBER Live’s portfolio includes children’s shows, sing-along evenings, death metal concerts, and dance performances. The range is wide, attracting many different customers with diverse preferences. With such a multifaceted audience, it’s important for a concert organizer to understand the different guests, their behaviors, and the best ways to reach them.

– We have used MarketHype from day one. Choosing them as a supplier was a natural decision, as the tool is specifically built for the event industry. The customer data platform collects information about all our customers, providing insights into who they are, their age, where they come from, and more. Being able to extract that type of information is crucial, and we can easily do that here, says Fredrik.

Through MarketHype, which has a direct connection to the standard ticket systems and various event tags, KALIBER Live receives a large amount of data. The data is visualized through various graphs and charts, and the geographical information – showing where ticket buyers are traveling from to see their favorite bands – is displayed on a detailed map. Geodata is of great interest to KALIBER Live. Fredrik explains:

– Although we primarily target Uppsala residents, the tool shows that we also have visitors from Malmö, Kiruna, Iceland, and Turkey. With this information, I have a better understanding of which media we should focus extra advertising on. Since we advertise in nearby cities such as Västerås, Stockholm, and Gävle, the platform is also a great help in planning this aspect. We simply understand where we have the potential to grow.

From newsletters and press releases to automations and Meta linking

In MarketHype, the collection of data and the ability to segment visitors forms the foundation. In addition to serving as a database, it also includes an email tool, SMS service, automations, signup forms, and a sales overview – with all functions gathered in one system.

– The customer data in MarketHype forms the foundation of our marketing, providing a clear overview of our customers. We also create newsletters and emails for both customers and press contacts using the tool, says Fredrik.

When it comes to press contacts, KALIBER Live uses the email tool in MarketHype to send out press releases. Fredrik typically produces press releases when KALIBER Live announces a new concert, which are then emailed to media contacts and the music industry in Uppsala. Often, the news is so big that it’s published in the local press.

The audience is also reached through various emails. These mailings typically contain information about artist releases, but they can also be newsletters with a collection of upcoming events. This type of event marketing, aimed directly at customers, is handled like press releases in the MarketHype platform.

Furthermore, KALIBER Live has implemented automation. The feature is used to automate recurring marketing tasks – such as sending emails and SMS – saving time, enabling more personalized communication, and strengthening customer relationships.

– We’ve had automations running for concerts at Parksnäckan. When COVID restrictions were in place, we informed attendees through automated emails that they couldn’t queue at the bar but could order food and drinks via mobile. We also emphasized the importance of arriving early, explains Fredrik.

In addition to the functions mentioned, there is a highly appreciated connection between MarketHype and Meta. With this connection, the marketing agency KALIBER Live hired can filter different lists and segments, which are then exported directly into Facebook Ads Manager for advertising on Facebook and Instagram. Social media is a big part of KALIBER Live's marketing strategy.

Engaging with customers across multiple channels is crucial when marketing experiences. A ticket to a concert or performance is rarely bought spontaneously, and potential guests need to be exposed to various types of content to make a decision more quickly. This is something that KALIBER Live has taken note of. KALIBER Live markets itself not only through social media, the daily press, and emails, but also in the SJ trains’ newspaper (Kupé) during the summer months – brilliant, as train travel peaks during the summer!

With a customized marketing system, all tickets are sold

The family from Västerås has now arrived at Parksnäckan – the children are excited, and soon Bamse will take the stage. While waiting for Botaniska Trädgården to let the group of friends from Gävle in, they enjoy a beer in the sun. And at Katalin, the doors will open for the hard rock band Nestor in just an hour or so. Only a few tickets remain for the event. However, since KALIBER Live can send targeted mailings to everyone living in Uppsala – who can spontaneously get to the venues – they choose to send a final message to fill the remaining spots. The situation is under control.

With a tailored marketing tool and a seamless connection to the ticket supplier, KALIBER Live has a solid foundation to build on. It provides support for everything from customer insights and targeted advertising – to newsletters and efficiency through automation. Even for marketing outside the digital landscape, such as posters and daily press, MarketHype provides valuable insights. The geodata reveals where customers are located, helping determine where to invest more or less in traditional marketing.

– Our goal going forward is to work more with segments and create more targeted mailings to visitors of various venues. With MarketHype, the possibility exists, and it’s fantastic to have everything in one system. Additionally, the contact with support works very well, says Fredrik in conclusion.

More information about KALIBER Live Entertainment

Wanna check out KALIBER Live's homepage? You find it here.