Arenatip #3 - How to communicate around an event for prospecting ?

A sports event is an opportunity to convert your fan base. By targeting non-buyers with effective communication, you can spark their interest, encourage them to experience the stadium, and turn their curiosity into action. A prospecting campaign not only helps fill the stands but also maximizes the event's impact on the club's visibility.

Objectives

Capture the attention of non-buyers and encourage them to discover the event.
Maintain their interest throughout the sales period.
Create a sense of urgency as the event approaches to maximize conversions.

Step 1 - Announce the ticket sales opening

On Arenametrix :

Create a list "Prospects GP 'Event Name' " on Arenametrix

Filters :
- Include :
  - Number of performances: Greater than or equal to 1
    - Ticket status: Sold
  - Season: select the last two or three seasons
- Exclude :
  - Product types: Subscription
    - Ticket status: Sold
- Exclude :
  - Product: 'Event Name'
    - Ticket status: Sold

Status : Dynamic

On Brevo :

Create an Email Campaign "Ticket Sales Opening 'Event Name' " on Brevo

Sender:
- Select your sender address and name it

Recipients:
- Select your list "Prospects GP 'Event Name' "

Campaign Subject:
- Choose a message (e.g., "Ticket sales now open for the upcoming match!")

Design:
- Edit your email templates using Brevo’s Drag and Drop feature, adding your wording, logo, photos, and calls to action to redirect your fans to your ticketing and store.

Schedule and send your campaign when the ticket sales open.

Step 2 - Communicate 7 days before the event

On Arenametrix :

Use the list "Prospects GP 'Event Name' " on Arenametrix as you did for the ticket sales opening.

On Brevo :

Create an Email Campaign "D-7 Ticket Sales 'Event Name' " on Brevo

Sender:
- Select your sender address and name it

Recipients:
- Select your list "Prospects GP 'Event Name' "

Campaign Subject:
- Choose a message (e.g., "Only one week left before the match against...")

Design:
- Edit your email templates using Brevo’s Drag and Drop feature, adding your wording, logo, photos, and calls to action to redirect your fans to your ticketing and store.

Schedule and send your campaign 7 days before the event.

Step 3 - Remind 1 day before the event by creating a sense of urgency

On Arenametrix :

Use the list "Prospects GP 'Event Name' " on Arenametrix as you did for the 7 days before the event campaign.

On Brevo :

Create an Email Campaign "D-1 Ticket Sales 'Event Name' " on Brevo

Sender:
- Select your sender address and name it

Recipients:
- Select your list "Prospects GP 'Event Name' "

Campaign Subject:
- Choose a message (e.g., "Last tickets available for tomorrow's match!")

Design:
- Edit your email templates using Brevo’s Drag and Drop feature, adding your wording, logo, photos, and calls to action to redirect your fans to your ticketing and store.

Schedule and send your campaign 1 day before the event.

Step 4 - Leverage the experience to drive engagement through a newsletter

On Arenametrix :

Use the "Opt-in Newsletter" list on Arenametrix, created via a Brevo newsletter consent collection form.

To create the infrastructure for your newsletter on Arenametrix and Brevo, refer to the methodology.

Use the Newsletter consent if you have chosen the multi-consent module in compliance with GDPR regulations.

On Brevo :

Create an Email Campaign "Post-Match Newsletter 'Event Name' " on Brevo

Sender:
- Select your sender address and name it

Recipients:
- Select your list "Opt-in Newsletter" or your Newsletter consent list.
- Exclude your list of game buyers and subscribers if you plan to send them a separate post-game email.

Campaign Subject:
- Choose a message (e.g., "Your post-match newsletter!")

Design:
- Edit your email templates using Brevo’s Drag and Drop feature, adding your wording, logo, photos, and calls to action to redirect your fans to your ticketing and store.

Schedule and send your post-match newsletter.