Arenatip #5 - How to prepare for the new season?

The transition between two seasons is a critical stage for a sports club. A clean and well-organized Arenametrix account allows you to start the new season on solid foundations. This ensures smooth communication with your fans, effective campaign management, and optimal promotion of your new products and events. Anticipating and structuring this period helps you avoid wasting valuable time and maximizes the impact of your efforts right from the start of the season.

Objectives

• Close the previous season with strategic campaigns that thank and retain your fans.
• Update your marketing tools to reflect the new season (visuals, partners, content).
• Organize your Arenametrix account to simplify campaign management throughout the season.

Step 1 - Thank you campaigns to close the season

For the General Public





On Arenametrix :

Create a list "Ticket Buyers GP 20XX/20XX" on Arenametrix

• Filters :
  • Include :
    • Number of performances: greater than or equal to 1 
      
      • Ticket status: Sold
      • Season: Current season 20XX/20XX
        
        
  • Exclude :
    • Product types: Subscription
      • Ticket status: Sold
        
        

• Status : Dynamic

On Brevo :

Create an Email Campaign "GP Season 20XX/20XX Review" on Brevo

• Sender:
  • Select your sender address and name it
    
    

• Recipients:
  • Select your list "Ticket Buyers GP 20XX/20XX"
    
    

• Campaign Subject:
  • Choose a message (e.g., "Thank you for your support")
    
    

• 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 end-of-season campaign.

 

 

On Arenametrix :

For subscribers and season ticket holder

Create a list "Subscribers 20XX/20XX" on Arenametrix

• Filters:
  • Include:
    • Product type: Subscription
      • Ticket Status: Sold
      • Season: Current season 20XX/20XX
        
        
• Status : Dynamic

On Brevo :

Create an Email Campaign "Subscribers Season Review 20XX/20XX" on Brevo

• Sender:
  • Select your sender address and name it
    
    

• Recipients:
  • Select your list "Subscribers 20XX/20XX"
    
    

• Campaign Subject:
  • Choose a message (e.g., "Thank you for your support!")
    
    

• 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, especially renewals (Refer to "How to Manage Subscription Campaigns").

Schedule and send your end-of-season campaign.

 

 

Step 2 - Suspend certain marketing automation scenarios

Some scenarios are no longer relevant once the season is over and could lead to errors or confusion in your communications.

On Brevo :

• Identify all active marketing automation scenarios related to:
  • Events
  • Reactivation of inactive contacts (ticketing and marketing)
    
    
• Pause them in your Brevo account to avoid any inappropriate sends during the off-season. This will prevent sending reminders to contacts without something to offer.
  
  
• Keep the birthday and post-purchase ticketing and merchandising scenarios active during the off-season.
  
  
• Reactivate them once the pre-season begins.

 

Step 3 - Update your email and marketing automation templates

Your campaigns should reflect the latest updates from your club: squad, partners, visuals, and branding guidelines for the new season.

 

On Brevo :

• Update the photos with the new team roster (players, staff, etc.).
  
  
• Refresh the logos and mentions of partners to align with your commercial agreements.
  
  
• Apply the new branding guidelines or artistic direction set for the upcoming season.
  
  
• Double-check your calls-to-action to ensure they direct to relevant and updated pages (new ticketing, store, etc.).

 

Step 4 - Create your new lists and prepare your data for the season

A clear organization of data makes it easier to launch targeted and relevant campaigns throughout the season.

On Arenametrix :

• Set up new lists for each match of the upcoming season based on your ticketing data.
  
  
• Integrate potential lists for new merchandising products.
  
  
• Update your strategic lists:
  • Core target groups (buyers from the last 2-3 years).
  • Subscribers from the previous season.
  • Any other relevant lists with filters based on the previous season.