Managing the Event Life Cycle: Actionable Data & Email Marketing
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Transcript of Managing the Event Life Cycle: Actionable Data & Email Marketing
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Managing the Event Life CycleACTIONABLE DATA & EMAIL MARKETING
#IEBA2014
EtixRockhouse Partners
EmmaAXS
Joe KustelskiBrian Bauer
Christopher LesterDoug Lyons
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#IEBA2014
Follow along
bit.ly/EtixIEBA
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#IEBA2014
GOOD DATA BEATS AN OPINION
ANY DAY OF THE WEEK.
- Bill Shakespeare
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#IEBA2014
The average adult’s attention span iseight seconds.
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#IEBA2014
More than 50% of all emails are
viewed on a mobile device.
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#IEBA2014
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#IEBA2014
The average online order is
2.7 tickets.(You know 1/3 of your audience.)
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#IEBA2014
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#IEBA2014
THIS MAN IS NOT YOUR FRIEND.
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#IEBA2014
THIS FUZZY FELLA IS.
Raymond Samuel Tomlinson is a US programmer who implemented an email system in 1971 on the ARPANET.
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#IEBA2014
Also your friends…Brian BauerRockhouse Partners
Christopher LesterEmma
Doug LyonsAXS
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#IEBA2014
AUTOMATION
SEGMENTATION
PERSONALIZATION
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#IEBA2014
WHAT’S WORKING
NOW
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#IEBA2014
AUTOMATION
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#IEBA2014
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#IEBA2014
,
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
SEGMENTATION
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
PERSONALIZATION
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
WHAT’S NEXT?
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#IEBA2014
Fans11%
$268 value
Lovers25%
$212 value
Superfans18%
$552 value
Purchases: tickets, merchandise & other
Att
itud
es:e
mot
iona
l con
nect
ion
Joyriders30%
$168 valueSpenders
16%$532 value
FAN MONETIZATIONSegmentation & activation of communities
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#IEBA2014
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7%
20%
30%30%
40%
55%
0%
10%
20%
30%
40%
50%
60%
2012 (A) 2013 (A) 2014+ (P)
SALES TRAFFIC
Mobile
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36AEG Confidential and Proprietary
AXS App – Share and Revoke Ticket View
My Event View Share Ticket View Shared Ticket/Revoke View
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AXS In-Venue Services
Directions Parking Mobile Tickets Interactive Venue Map
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AXS Mobile Notifications
Push Notification Concessions
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#IEBA2014
WHAT YOU CAN START
DOING…Today
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#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.
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#IEBA2014
Follow along
bit.ly/EtixIEBA
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Managing the Event Life CycleACTIONABLE DATA & EMAIL MARKETING
#IEBA2014
EtixRockhouse Partners
EmmaAXS
Joe KustelskiBrian Bauer
Christopher LesterDoug Lyons
![Page 43: Managing the Event Life Cycle: Actionable Data & Email Marketing](https://reader034.fdocuments.in/reader034/viewer/2022051323/547e6f4fb4af9fb4158b5613/html5/thumbnails/43.jpg)
#IEBA2014
But wait…
There’s more.
From Emma.
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014
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#IEBA2014