Arenatip #4 - How to communicating before, during, and after an event to boost loyalty

Frequent spectators and engaged fans are the backbone of your club. During an event, thoughtful communication aimed at them helps strengthen their attachment and enhance their experience. By supporting them before, during, and after the event, you turn their visit into a memorable experience while encouraging them to return.

Objectives

• Strengthen the emotional bond with your supporters by placing them at the heart of the experience.
• Prepare and inform your buyers so they can fully enjoy the event.
• Encourage them to return by capitalizing on their satisfaction after the event.
• Multiply touchpoints to encourage purchases.

Step 1 - Post-purchase thanks

Marketing Automation Option :





On Arenametrix :

Create a list "Post-Purchase Ticketing" on Arenametrix

• Filters :
  • Include :
    • Purchase period:since 1 day
      
      • Ticket status: Sold
      • Sales channels: all those related to Ticketing
        
        
  • Exclude :
    • Product types: Subscription
      • Ticket status: Sold
        
        
  • Exclude :
    • Performance period : in 1 day
      • Ticket status: Sold
        
        

• Status : Dynamic

Note: Ask your ticketing provider to remove the generic, non-personalized purchase thank-you email to avoid duplicates.

On Brevo :

Create an Automation with the Editor on Brevo

• Drag the trigger block Added to a list
  
  • Select your list "Post-Purchase Ticketing"
    
    

• Drag the action block Send an email
  
  • Select your pre-created email template

 

Step 2 - Communicate practical information 7 days before the event

One Shot Campaign Option :



On Arenametrix :

Create a list "Buyers 'Event Name' " on Arenametrix

• Filters :
  • Include :
    • Product: 'Event Name'
      • Ticket status: Sold
        
        
• Status: Dynamic

On Brevo :

Create an Email Campaign "Buyers Communication D-7 'Event Name' " on Brevo

• Sender:
  • Select your sender address and name it
    
    

• Recipients:
  • Select your list "Buyers 'Event Name' "
    
    

• Campaign Subject:
  • Choose a message (e.g., "Get ready for an unforgettable evening ! ...")
    
    

• 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.

Marketing Automation Option :

 

On Arenametrix :

Create a list "Pre-Event Buyers D-7" on Arenametrix

• Filters:
  • Include:
    • Performance Period: in 7 days
      • Ticket status: Sold
      • Sales channels: all those related to Ticketing
        
        
• Status : Dynamic

 

On Brevo :

Create an Automation with the Editor on Brevo

• Drag the trigger block Added to a list 
  • Select your list "Pre-Event Buyers D-7"
    
    
• Drag the action block Send an email
  • Select your pre-created email template

 

Step 3 - Reminder about available services 1 day before the event

One Shot Campaign Option :

On Arenametrix :

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

 

On Brevo :

Create an Email Campaign "Buyers Communication D-1  'Event Name' " on Brevo

• Sender:
  • Select your sender address and name it
    
    

• Recipients:
  • Select your list "Buyers 'Event Name' "
    
    

• Campaign Subject:
  • Choose a message (e.g., "See you tomorrow")
    
    

• 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.

 

Marketing Automation Option :

On Arenametrix :

Create a list "Pre-Event Buyers D-1" on Arenametrix

• Filters:
  • Include:
    • Performance period: in 1 day
      • Ticket status: Sold
      • Sales channels: all those related to Ticketing
        
        
• Status: Dynamic

 

On Brevo :

Create an Automation with the Editor on Brevo

• Drag the trigger block Added to a list
  • Select your list "Pre-Event Buyers D-1"
    
    

• Drag the action block Send an email
  • Select your pre-created email template

 

Step 4 - Post-event thanks 1 day after the event with highlights and a satisfaction survey

One Shot Campaign Option :

On Arenametrix :

Use the list "Buyers 'Event Name' " on Arenametrix as you did for 7 days before and 1 day before the event.

 

On Brevo :

Create an Email Campaign "Communication D+1 'Event Name'" on Brevo

• Sender:
  • Select your sender address and name it
    
    

• Recipients:
  • Select your list "Buyers 'Event Name' "

• Campaign Subject:
  • Choose a message (e.g., "We saw you in the stands")
    
    

• 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.

Marketing Automation Option :

On Arenametrix :

Create a list "Post-Event Buyers D+1" on Arenametrix

• Filters :
  • Include :
    • Performance period: since 1 day
      • Ticket status: Sold
      • Sales channels: all those related to Ticketing
  • Exclude :
    • Performance period: since 0 days
      • Ticket status: Sold
        
        
• Status : Dynamic
  
  

 

On Brevo :

Create an Automation with the Editor on Brevo

• Drag the trigger block Added to a list
  • Select your list "Post-Event Buyers D+1"

 

• Drag the action block Send an email
  • Select your pre-created email template