Matt Annerino
CHARTING POST-CONVERSION OPPORTUNITY
GOOD MORNING!
MY INSIDER SUMMIT STORY
2015 was a record year for Division; events, tickets steadily growing
Just inherited email team in a re-org after two years out of the game
Really good at selling tickets; never focused on other lines of business
On-site revenue a growing priority for the Division
Only one month to go before season start
2016: THE SETUP
CHALLENGEIncrease on-site monetization at owned /operated amphitheaters
Grow orders of upsell products (ex. seat upgrades, VIP parking, etc.)
Educate fans on new venue features (ex. new food & bev items)
Drive adoption of LN app which enhances on-site experience
STRATEGY: Put Email Marketing in Driver’s Seat andEvolve program to full lifecycle marketing
We know who is going to shows, where they are sitting, what upgrades they already have
Create holistic focus on entire fan journey
Drive enhanced on-site experience and fan satisfaction
Data driven communications tailored to targeted fans based on demographic and purchase data
MAPPING THE FAN JOURNEY
On Sale
Presale or Onsale
Newsletter (weekly)
FanAdvisory
Welcome(new fans)
Reminder
National Promotions
30 Days Out Survey
Show
Discovery Pre Show
Special Offer(if avail)
Retargeting
PurchaseAnnounce
Driving ticket sales as efficiently as possible Preparing fans for showDriving ancillary salesPromotion in-venue features
Capturing venue and artist feedback
Tour Promo
Bounceback OfferCart abandon
Show / venue info, weather, parking LN App2-3 Days out
Cross-sell similar shows
Artist / Tour-specific sweepstakes / contest
Post Show
• LN App dedicated emails• PSS pre-season prospecting and mid-season Box Seats• Artist Support
Presale, Onsale, etc for other shows
UPGRADED SHOW EXPERIENCE
Ultra-VIP Clubs
Box Seats
LN App
In-Seat Delivery
Seat Upgrades
Lounge Upgrade
VIP Parking
Picnic Baskets
Free WiFi
Food & Bev Concepts
UPGRADED SHOW EXPERIENCE
Ultra-VIP Clubs
Box Seats
LN App
In-Seat Delivery
Seat Upgrades
Lounge Upgrade
VIP Parking
Picnic Baskets
Free WiFi
Food & Bev Concepts
2016: Find Small Pockets of Opportunity that can Scale
Pilot tests for specific products; find some sort of priority Gauge post-purchase engagement potential
Find out what works, what doesn’t LN APP BOX SEATS PARKING FOOD &
BEVERAGE UPGRADES VIP CLUBS/ EXPERIENCE
2016: Find Small Pockets of Opportunity that can Scale
40+ Venues 1000+ Events10k+ Avg Attendance
= SCALE!
HURDLESProducts vary by venue; data inconsistent
No automations built; starting from scratch
No baseline, hard goals or prior year data
Getting the messaging and cadence right
Increase workload by 50%
Distributed workforce and management
muli
TARGETING AND PERSONALIZATION
Show Attributes • Venues:42• Available Products: 12Fan Attributes• Seat locale: 4• LN App: 2 (Y/N)• Ancillary purchase: mult. • Spend: mult. cohorts
VENUE:PRODUCT MAPPING(this is when we realized it would be very manual)
EXAMPLES
EXAMPLES (CONT)• In addition to product-specific emails we tested
emails with all available products• Sent 10 days prior to show to all ticketholders• Content tailored to each show
Features: • LN App• In-seat delivery• F&B features• VIP Spaces• Upgrades• Safety information
d
2016: TESTS
Program Name Emails Open Rate Click/Open Rate Click Rate
Concert Concierge 130 32.47% 46.65% 15.15%
Box Seats 392 12.20% 12.91% 1.58%
Parking 94 32.55% 18.90% 6.15%
Room/Dom Upgrades 36 35.50% 34.69% 12.32%
Room/Dom Packages 24 12.41% 10.72% 1.33%
FB Offers 67 31.99% 18.16% 5.81%
Guys BBQ 13 33.12% 30.74% 10.18%
Wi-Fi & Food Delivery 6 22.40% 12.32% 2.76%
$5 Off Upgrade 11 28.53% 12.81% 3.65%
Gexa Lawn Upgrade 4 38.08% 21.46% 8.17%
Picnic Baskets 43 27.62% 34.40% 9.50%
Supper Club 12 16.19% 17.87% 2.89%
TOTAL 832 13.96% 17.74% 2.48%
800+ campaigns (600 manual)11M emails sent
d
2016: TESTS800+ campaigns (600 manual)11M emails sent
Avg $ per Email sent = 3x overall average$ per Email sent for parking emails = 7x average
Avg 30,000% ROI (including all overhead and COGS)We have something here!
Also did a lot of things we couldn’t track…
2017: SCALEExpand on learnings from 2016; keep doing what worked and stop doing what didn’t
Build automations and segmentation plans(and have a backup plan)
Combine products and offerings by time and fan characteristics to scale automations to multiple venues; then get more granular Launch; make money
THANK YOU!15 Days Prior - Upgrade Your Experience 7 Days Prior - F&B Experience 3 Days Prior - Plan Your Experience Upgrade header image F&B header image PLAN YOUR EXPERIENCE imageBasic Show Info Basic Show Info Basic Show Info (event, date, venue address, etc.)UPGRADE YOUR EXPERIENCE AMAZING FOOD/BEV OPTIONS AT YOUR SHOW IT'S ALMOST SHOWTIME!Seat Upgrades (Lawn Upgrades for Gexa)$5 voucher LN App - In Seat Delivery (with sub-message "Plus use Wifi!") Standard Info Section 1 (timing)VIP Experience OR Room/Dominion F+B Special Offers Standard Info Section 2 (logistics, restrictions)Fast Lane (plus Parking bundle?)* Secondary Priority Featured Concession Product GET READY SECTION
Seat Location ancils (lawn chair) + $5 voucher. * Secondary Priority
Guy's Burgers / BBQ / Grab + GoSignature food product (compelling imagery)* Secondary Priority
Parking* Secondary Priority
LN App (value prop TBD)* Tertiary Priority
Wine/Beer/Cocktails/Prosseco * Secondary Priority Fast Lane
Helpful links/contact us* Tertiary Priority
Parking* Secondary Priority
UPSELL BANNER(locally programmed upgrades) - Link to Venue Page?* Secondary Priority
Fast Lane* Tertiary Priority AT THE SHOW SECTIONHelpful links/contact us* Tertiary Priority
LN App, In Seat WiFi (Sponsored)* Secondary PriorityF+B Offers
Experience App?* Secondary PriorityUPSELL BANNER 2(locally programmed concessions / F&B)*Tertiary Priority
Helpful links/contact us/traffic/weather/additional show info*Tertiary Priority
2017: SCALEWIP content map
2017: MAPPING THE FAN JOURNEY
On Sale
Presale or Onsale
Newsletter (weekly)
FanAdvisory
Welcome(new fans)
Reminder
Emails for Other shows
30 Days Out Survey
Show
Discovery Pre Show
Special Offer(if avail)
Retargeting
PurchaseAnnounce
Driving ticket sales as efficiently as possible Preparing fans for showDriving ancillary salesPromotion in-venue features
Capturing venue and artist feedback
Tour Promo
Bounceback OfferCart abandon
Show / venue info, weather, parking LN App2-3 Days out
Cross-sell similar shows
Artist / Tour-specific sweepstakes / contest
Post Show
• LN App dedicated emails• PSS pre-season prospecting and mid-season Box Seats• Artist Support
Post-Purchase
Food & Bev
Upgrades
VIP
National Promotions
Less email for Other shows
Alter Newsletter content if show upcoming
LEARNINGSSmall things that can scale are VERY valuable
Change can happen in the margins
It’s OK to live in the grey
Don’t be too precious about the program
Throw sh*t against the wall; see what sticks
We are the hub for multi-channel success
THANK YOU!