 Crystal Baird » FanOne Marketing
 Alissa Cunningham » Budweiser Events Center
 Chris Kaiser » University of Michigan
 Ricky Durst » Pocono Raceway

Marketing Automation
What is Marketing Automation?
 Combines strategy and technology to help companies identify, manage & qualify sales prospects
 Highly intelligent as it knows not only who opened and clicked through an email, but also which pages each prospect viewed
 Knows which prospects filled out a form
 Integrates to a CRM system and knows the relative value of a prospect
 Scores and qualifies prospects based on who they are and how they interact with campaigns and websites and escalates quality leads so that sales teams can focus their time on the best prospects
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Marketing Automation
Web forms inputs
Incoming Emails
Registration cards
Call Center
Complete Marketing Automation
Marketing Platform
External sources
Excel inputs
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»

Strategy
 Objective
» Strategically execute retargeting initiatives to more efficiently communicate with fans based on engagement activities
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Many ways to A/B Test
 Subject Line
 Time of day
 Day of week
 Content

50/50 split
 10/10/80 split
 Only test one variable at a time
#PACnet15
A/B Testing
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 Sent email with two different headlines; 50% to group A and 50% to group B. Email was sent at the same time.
 Last Chance to Save up to
$20 on a WWE 4 pack!
 Last Chance to Take
Advantage of Discounted
WWE 4 pack!
 Which performed better?
#PACnet15
A/B Testing
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A/B Testing
Email A
 Last Chance to Save up to $20 on a WWE 4 pack!
Email B
 Last Chance to Take Advantage of Discounted WWE 4 pack!
 Sent to 22,024 contacts
 Distinct Opens: 2,661 (12.08%)
 Total Opens: 3,098 (14.07%)
 Distinct Clicks: 68 (.31%)
 Total Clicks: 79 (.36%)
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 Sent to 22,038 contacts
 Distinct Opens: 2,498 (11.33%)
 Total Opens: 2,937 (13.33.%)
 Distinct Clicks: 87 (.39%)
 Total Clicks: 99 (.45%)
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 Sent email on two different days
» 50% to group A
» 50% to group B
» Email was sent at the same time.
 Spring Wedding Expo this
Weekend
 3/19/14 – Wednesday
 3/20/14 – Thursday
 Which performed better?
#PACnet15
A/B Testing
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A/B Testing
Email A
 Spring Wedding Expo this
Weekend
 Sent 3/19/14 - Wednesday
 Sent to 30,209
 Total Opens: 2,920 (9.67%)
 Total Clicks: 48 (.16%)
#PACnet15
Email B
 Spring Wedding Expo this
Weekend
 Sent 3/20/14 - Thursday
 Sent to 30,395
 Total Opens: 2,921 (9.6%)
 Total Clicks: 36 (.12%)
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Cart Abandonment
Follow up with people who have put tickets in their cart but have not purchased
 Can be event specific or general
 Open rates are 40-50%
 Click through rates are 20-30%
 NOT recommended:
» Offering discounts for every campaign or event
» Creating event-specific campaigns without enough time to build a cart pool
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#PACnet15
Cart Abandonment
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Event Specific
 Email sent the next day to known accounts that left item in cart but did not purchase
 Deployed: 3/4/14
 Messages sent: 123
 Distinct Opens: 51 (41.46%)
 Distinct Clicks: 14 (11.38%)
 Opt-outs: 0
 ROI: 3 tickets/$150
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Cart Abandonment
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Generic Campaign
 Email sent the next day to accounts that left item in cart but did not purchase
 Deployed: 12/10/14
 Messages sent: 61
 Distinct Opens: 35
(59.02%)
 Distinct Clicks: 7 (11.48%)
 Opt-outs: 0
 ROI: 3 tickets/$287.50
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Cart Abandonment
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Retargeting
Track consumers who have visited your site without making a purchase
 Drives revenue
 Adds another purchaser to your database
 Complements other marketing campaigns
 How it works
» Tracking cookie placed on computer
» Served ads to buy tickets to event they viewed earlier
» Customer clicks and is taken to your ticketing page
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Cirque du Soleil
 Spent: $726.33
 Impressions: 145,266
 Click Through Rate: 5.71%
 Total Conversions: 57 tickets

Revenue Generated: $8,314.84
 ROAS: $11.45 : $1
#PACnet15
Retargeting
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Web Tracking Scripts
 Place web tracking scripts on certain pages of website
 Allows you to send automatic message to customer
 Can receive customer information to reach out directly
 Pages that make sense: group sales, sponsorship, booking, etc.
 Set parameters on how often someone visits or how regularly
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Web Tracking Scripts
Events Are Always More Fun With Friends!
Dear Alissa,
Events are always more fun with friends, particularly when a group discount or special experience is involved!
We noticed you were looking at group sales opportunities for upcoming shows on our website and we wanted to let you know that many of our shows are Group Eligible meaning we have a special discounted price and can help you create an unforgettable night for you and your friends.
Based on availability of the show, private pre-show parties, catered dinners, meet and greets, merchandise items with ticket, fundraising opportunities or the ability to participate in the show are just some of the ways we can add to your groups experience during the event.
We have many different shows at our facility sure to please everyone in your group, so bring your friends, family, clients or co-workers and make a night of it!
Please contact Viki Arias at abc@xyz.com or 540-555-1234 to discuss upcoming group sales opportunities.
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»

Strategy
 Objectives
» Maintain the Season Ticket Renewal Rate in a year with a weak home schedule.
» Make the renewal process more “fun” and personalized for our
Season Ticket Holders
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Startup Process
 Initial Conversation
» Provided us with examples from other schools/teams
 Established the PURL Framework with FanOne
» Provided us with examples from other schools/teams
» Creative Assets (Produced our own)
» Campaign Timeline
» Personalization
▫ First Name
▫ Last Name
▫ Account Number
▫ Priority Points
» Integrate Account Data via FanOne
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#PACnet15
Campaign Execution
The PURL
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Emails
 PURL Launch Email
» Unique OR : 75.31%
» Unique CTR: 66.63%
 Reminder Email
» Unique OR : 73.91%
» Unique CTR: 54.03%
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Campaign Execution
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Results
 Total PURL Visits: 36,908
 Total Visitation Rate: 78.4%

Overall Renewal Rate: 94.3%
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»

Automation Strategy
 Why Automated Marketing?
» Fan experience and cultivating relationships are at the core of
Pocono Raceway's sales objectives. Automated marketing gives us the tools to communicate a relevant and meaningful message from click to scan.
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Retargeting
 Total spend in 2014 - $6,600
 Yielded over 1.3 million impressions
 Yielded over 50K in incremental revenue
 Average ROAS of $7.48
 Three versions based upon ticket page
» June
» August
» Indy
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Post-Transaction Emails
» # different versions (5-7)
» Yielded 20 new transactions
» Accounted for the sale of 42 additional products
» $2513 in additional revenue
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#PACnet15
Cart Abandonment
» Executed at 10am the day following purchase
» Yielded 41 new / follow-up transactions
» Accounted for the sale of 104 additional products
» $5928 in additional revenue
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#PACnet15
Scan-In Emails
» Over 10,000 delivered
» 5 different versions
» 39% open rate and highest clickthrough rate on Camping version
» Open rate helps with partnership opportunities for advertising
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#PACnet15
Scan-In Emails - Friday
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Sunday – Pre 10:00 a.m.
Scan-In Emails - Sunday
Sunday – Post 10:00 a.m.
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Please complete either the session evaluation form on your chair or online at http://pacnet.paciolan.com/schedule .