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!