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Managing the Event Life Cycle: Actionable Data & Email Marketing

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They say email marketing is making a comeback... well guess what? We say it never left! We take a closer look at how to better-manage the life cycle for your events, with a focus on using smarter tactics and strategies for email. Everyone talks about the importance of data, but what does that really mean for your event? We'll hear from industry experts about ways you can turn key customer data into measurable campaigns that drive sales and build ROI for your brand.

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Managing the Event Life Cycle: Actionable Data & Email Marketing

  1. 1. Managing the Event Life Cycle ACTIONABLE DATA & EMAIL MARKETING #IEBA2014 Etix RockhousePartners EmmaAXS Joe Kustelski Brian Bauer Christopher Lester Doug Lyons
  2. 2. #IEBA2014 Follow along bit.ly/EtixIEBA
  3. 3. #IEBA2014 GOOD DATA BEATS AN OPINION ANY DAY OF THE WEEK. -Bill Shakespeare
  4. 4. #IEBA2014 The average adult’s attention span is eight seconds.
  5. 5. #IEBA2014 More than 50% of all emails are viewed on a mobile device.
  6. 6. #IEBA2014
  7. 7. #IEBA2014 The average online order is 2.7 tickets. (You know 1/3 of your audience.)
  8. 8. #IEBA2014
  9. 9. #IEBA2014 THIS MAN IS NOT YOUR FRIEND.
  10. 10. #IEBA2014 THIS FUZZY FELLA IS. Raymond Samuel Tomlinson is a US programmer who implemented an email system in 1971 on the ARPANET.
  11. 11. #IEBA2014 Also your friends… Brian Bauer RockhousePartners Christopher Lester Emma Doug Lyons AXS
  12. 12. #IEBA2014 AUTOMATION SEGMENTATION PERSONALIZATION
  13. 13. #IEBA2014 WHAT’S WORKING NOW
  14. 14. #IEBA2014 AUTOMATION
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  16. 16. #IEBA2014 ,
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  22. 22. #IEBA2014 SEGMENTATION
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  28. 28. #IEBA2014 PERSONALIZATION
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  32. 32. #IEBA2014 WHAT’S NEXT?
  33. 33. #IEBA2014 Fans 11% $268 value Lovers 25% $212 value Superfans 18% $552 value Purchases:tickets, merchandise & other Attitudes:emotional connection Joyriders 30% $168 value Spenders 16% $532 value FAN MONETIZATION Segmentation & activation of communities
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  35. 35. 7% 20% 30% 30% 40% 55% 0% 10% 20% 30% 40% 50% 60% 2012 (A) 2013 (A) 2014+ (P) SALES TRAFFIC Mobile
  36. 36. 36 AEG Confidential and Proprietary AXS App –Share and Revoke Ticket View My Event View Share Ticket View Shared Ticket/Revoke View
  37. 37. AXS In-Venue Services Directions Parking Mobile Tickets Interactive Venue Map
  38. 38. AXS Mobile Notifications Push Notification Concessions
  39. 39. #IEBA2014 WHAT YOU CAN START DOING…Today
  40. 40. #IEBA2014 1.Send a Welcome Email. 2.Send a Thank You Email. 3.Own your Community with CRM. 4.Try A/B Testing. 5.Measure three things.
  41. 41. #IEBA2014 Follow along bit.ly/EtixIEBA
  42. 42. Managing the Event Life Cycle ACTIONABLE DATA & EMAIL MARKETING #IEBA2014 Etix RockhousePartners EmmaAXS Joe Kustelski Brian Bauer Christopher Lester Doug Lyons
  43. 43. #IEBA2014 But wait… There’s more. From Emma.
  44. 44. #IEBA2014
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