Managing the Event Life Cycle: Actionable Data & Email Marketing

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The document discusses managing the life cycle of events through actionable data and email marketing. It provides tips on automation, segmentation, and personalization of marketing communications. Specific recommendations include sending welcome and thank you emails, owning customer relationships through CRM, testing emails, and measuring key metrics. Mobile usage trends and fan profiling are also covered.

Presentaciones y charlas públicas

Managing the Event Life Cycle
ACTIONABLE DATA & EMAIL MARKETING
#IEBA2014
Etix
RockhousePartners
EmmaAXS
Joe Kustelski
Brian Bauer
Christopher Lester
Doug Lyons

#IEBA2014
GOOD DATA BEATS AN OPINION
ANY DAY OF THE WEEK.
-Bill Shakespeare

#IEBA2014
The average adult’s attention span is
eight seconds.

#IEBA2014
More than 50%
of all emails are viewed on a mobile device.

#IEBA2014
The average online order is
2.7 tickets. (You know 1/3 of your audience.)

#IEBA2014
THIS FUZZY FELLA IS.
Raymond Samuel Tomlinson is a US programmer
who implemented an email system in 1971 on the ARPANET.

#IEBA2014
Also your friends…
Brian Bauer
RockhousePartners
Christopher Lester
Emma
Doug Lyons
AXS

#IEBA2014
AUTOMATION
SEGMENTATION
PERSONALIZATION

#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

7%
20%
30%
30%
40%
55%
0%
10%
20%
30%
40%
50%
60%
2012 (A)
2013 (A)
2014+ (P)
SALES
TRAFFIC
Mobile

36
AEG Confidential and Proprietary
AXS App –Share and Revoke Ticket View
My Event View
Share Ticket View
Shared Ticket/Revoke View

AXS In-Venue Services
Directions
Parking
Mobile Tickets
Interactive Venue Map

AXS Mobile Notifications
Push Notification
Concessions

#IEBA2014
WHAT YOU CAN START DOING…Today

#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.

#IEBA2014
But wait…
There’s more.
From Emma.

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Managing the Event Life Cycle: Actionable Data & Email Marketing

1. Managing the Event Life Cycle ACTIONABLE DATA & EMAIL MARKETING #IEBA2014 Etix RockhousePartners EmmaAXS Joe Kustelski Brian Bauer Christopher Lester Doug Lyons

2. #IEBA2014 Follow along bit.ly/EtixIEBA

3. #IEBA2014 GOOD DATA BEATS AN OPINION ANY DAY OF THE WEEK. -Bill Shakespeare

4. #IEBA2014 The average adult’s attention span is eight seconds.

5. #IEBA2014 More than 50% of all emails are viewed on a mobile device.

6. #IEBA2014

7. #IEBA2014 The average online order is 2.7 tickets. (You know 1/3 of your audience.)

8. #IEBA2014

9. #IEBA2014 THIS MAN IS NOT YOUR FRIEND.

10. #IEBA2014 THIS FUZZY FELLA IS. Raymond Samuel Tomlinson is a US programmer who implemented an email system in 1971 on the ARPANET.

11. #IEBA2014 Also your friends… Brian Bauer RockhousePartners Christopher Lester Emma Doug Lyons AXS

12. #IEBA2014 AUTOMATION SEGMENTATION PERSONALIZATION

13. #IEBA2014 WHAT’S WORKING NOW

14. #IEBA2014 AUTOMATION

15. #IEBA2014

16. #IEBA2014 ,

17. #IEBA2014

18. #IEBA2014

19. #IEBA2014

20. #IEBA2014

21. #IEBA2014

22. #IEBA2014 SEGMENTATION

23. #IEBA2014

24. #IEBA2014

25. #IEBA2014

26. #IEBA2014

27. #IEBA2014

28. #IEBA2014 PERSONALIZATION

29. #IEBA2014

30. #IEBA2014

31. #IEBA2014

32. #IEBA2014 WHAT’S NEXT?

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

34. #IEBA2014

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 AEG Confidential and Proprietary AXS App –Share and Revoke Ticket View My Event View Share Ticket View Shared Ticket/Revoke View

37. AXS In-Venue Services Directions Parking Mobile Tickets Interactive Venue Map

38. AXS Mobile Notifications Push Notification Concessions

39. #IEBA2014 WHAT YOU CAN START DOING…Today

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. #IEBA2014 Follow along bit.ly/EtixIEBA

42. Managing the Event Life Cycle ACTIONABLE DATA & EMAIL MARKETING #IEBA2014 Etix RockhousePartners EmmaAXS Joe Kustelski Brian Bauer Christopher Lester Doug Lyons

43. #IEBA2014 But wait… There’s more. From Emma.

44. #IEBA2014

45. #IEBA2014

46. #IEBA2014

47. #IEBA2014

48. #IEBA2014

49. #IEBA2014

50. #IEBA2014

51. #IEBA2014

52. #IEBA2014

53. #IEBA2014

54. #IEBA2014