The document outlines a comprehensive marketing strategy for enhancing on-site revenue at amphitheaters by leveraging email marketing and the LN app to improve the fan experience. It highlights the importance of data-driven communications, tailored messages, and systematic testing to optimize upselling of various products and services. The goal is to scale successful tactics across multiple events to maximize ticket sales and overall fan satisfaction.

1. Matt Annerino
CHARTING POST-
CONVERSION
OPPORTUNITY

2. GOOD MORNING!

3. MY INSIDER SUMMIT STORY

4. 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

5. CHALLENGE
Increase 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

6. STRATEGY: Put Email Marketing in Driver’s Seat and
Evolve 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

7. MAPPING THE FAN JOURNEY
On Sale
Presale or
Onsale
Newsletter (weekly)
Fan
Advisory
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 show
Driving ancillary sales
Promotion in-venue features
Capturing venue and
artist feedback
Tour Promo
Bounceback
Offer
Cart abandon
Show / venue info,
weather, parking
LN App
2-3 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

8. 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

9. 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

10. 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

11. 2016:
Find Small Pockets of Opportunity that can Scale
40+ Venues
1000+ Events
10k+ Avg Attendance
= SCALE!

12. HURDLES
Products 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

13. muli
TARGETING AND PERSONALIZATION
Show Attributes
• Venues:42
• Available Products: 12
Fan Attributes
• Seat locale: 4
• LN App: 2 (Y/N)
• Ancillary purchase: mult.
• Spend: mult. cohorts

14. VENUE:PRODUCT MAPPING
(this is when we realized it would be very manual)

15. EXAMPLES

16. 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

17. 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

18. d
2016: TESTS
800+ 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…

19. 2017: SCALE
Expand 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

20. 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 image
Basic 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 + Go
Signature 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 SECTION
Helpful links/contact us
* Tertiary Priority
LN App, In Seat WiFi (Sponsored)
* Secondary Priority
F+B Offers
Experience App?
* Secondary Priority
UPSELL BANNER 2
(locally programmed concessions / F&B)
*Tertiary Priority
Helpful links/contact us/traffic/weather/additional show info
*Tertiary Priority
2017: SCALE
WIP content map

21. 2017: MAPPING THE FAN JOURNEY
On Sale
Presale or
Onsale
Newsletter (weekly)
Fan
Advisory
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 show
Driving ancillary sales
Promotion in-venue features
Capturing venue and
artist feedback
Tour Promo
Bounceback
Offer
Cart abandon
Show / venue info,
weather, parking
LN App
2-3 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

22. LEARNINGS
Small 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

23. THANK YOU!