Market new offerings to past game attendees
Market new offerings to past game attendees
Email Marketing
Media & Entertainment

Market new offerings to past game attendees

Create an email marketing campaign that promotes new offerings (such as vendors and concessions) to fans who last attended a game more than a year ago.

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Market new offerings to past game attendees

Create an email marketing campaign that promotes new offerings (such as vendors and concessions) to fans who last attended a game more than a year ago.

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Why implement this use case?

  • Although these fans may not have attended a game yet this season, they have shown past interest in your team and venue. Since they are already engaged with your brand, they may be easier to win back than a new prospect, which ultimately lowers your customer acquisition cost.
  • Previous attendees may not have returned because they were not satisfied with the vendor and concession options at your venue, or didn’t feel that they got enough value out of their outing. By focusing on new offerings, you can spark interest in potential customers who want to check out the new food, concessions, or other services.
  • Promoting new vendors — especially with a special offer or coupon — can help increase concession sales and revenue with fans. Increased concession sales can also help establish a good working relationship with the new vendors, which ultimately saves time and money spent on replacement vendors.

Goal of this use case

Reduce customer acquisition cost by creating a campaign to win back previous game attendees and increase revenue with ticket and concession sales.

Tools and platforms you need

1

Data Source

Data source, such as a cloud data warehouse like BigQuery, Snowflake, or Redshift.

2

Data Activation

Data activation tool, such as a composable CDP (like GrowthLoop).

3

Email marketing destination or CRM

Select the email platform where you will message your customers. This could be Iterable, Marketo, Salesforce, or a similar tool.

Data sources you need

List the data sources needed for this particular use case (such as ticket purchases, memberships, etc.)

Customer profiles

Tickets

How to set up this use case in GrowthLoop

Step 1

Set up your data warehouse as a source in GrowthLoop. 

Step 2

Create your customer table in your data warehouse and ensure it includes fields for claim history and account types. Learn more about preparing customer data for GrowthLoop.

Step 3

Activate your email platform (Iterable, Pardot, etc.) as a destination.

Step 4

Create an audience in GrowthLoop. Make sure to include filters that specify customers who have attended games in the past, customers who have not purchased a ticket in the last 12 months, and customers whose addresses are within your venue’s region. 

You can also use the AI-powered audience builder tool to describe the audience in detail. For example: “Create an audience of customers who have attended previous games but haven’t purchased tickets in the last 12 months. Include customers who live within the [your region] metropolitan area.”

Step 5

Once you’re satisfied with the audience, click export audience.

Step 6

In the Create Export view, search for your destination and click select.

Step 7

You can double-check a successful export to your destination by navigating to your audience viewer Exports tab within your GrowthLoop app to view the activity tracker and make any scheduling changes you may need.

Step 8

Log into your email marketing platform and navigate to your audiences to confirm that this audience was received and populated. Some platforms can take up to 48 hours to populate an audience.

Step 9

Once you’ve confirmed that the customer audience list synced with your email tool, create and launch an email campaign promoting new vendors and concessions and send it to this winback audience. Consider offering a coupon or other discount for trying a new vendor. 

Step 10

Use your email platform to measure success through platform metrics like opens and click-through rates.

Step 11

Use GrowthLoop to measure the campaign's success based on key end results like ticket sales, and determine what adjustments you can make to future campaigns to increase revenue and improve CAC.

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