Play: Multi-Property Cross-Selling

What you need

Data and Integrations

• Product data (e.g., ticketing, merchandise, and/or digital products)

For added value, include:

• Email pull and push
• Social media pull and push
• Fan demographic data enhancement
  (Paid demographic data appends)

StellarAlgo Tools

• Segment Builder
• Segment Analyzer
• Fan Universe Dashboard

When to run this Play

The Multi-Property Fan Cross-Selling Play can be executed at any point in the season, however the most value is seen if conducted during the season because fan engagement is typically higher at this time.

Scope and effort required

This Play is complimentary to your ongoing efforts. It is a new strategy that requires additional resources and time to execute. The Multi-Property Cross-Selling Play can be run as a one-off activation or as a month- to season-long effort.

Strategy Sequence

1. Opportunity Identification

Fans exist in a team’s fan universe after they have interacted with that property (e.g., engage or purchase). For fans who have only purchased with a single property, this presents an opportunity to drive engagement across all properties.

2. Baseline

Capture a baseline to compare to season-after-season. This will also help you to answer the question “How did we do?” after running the Play.

3. Plan

The planning phase is where your expertise comes into play. Here you will plan your cross-selling campaigns. Typically, our partners who see the most success are those who facilitate cooperation and coordination between the marketing and sales departments at multiple properties to create a cohesive, integrated strategy.

4. Execute

Execute your fan cross-selling campaigns based on the plan.

Using the StellarAlgo Platform, you can push your activation lists to a wide range of tools to execute your Play.

5. Measure

Determine the percentage of fans in your current season who performed best against your campaign goals.

When you partner with StellarAlgo, campaign results are compiled in your StellarAlgo Platform so you can quickly and easily measure your success, set benchmarks, and make adjustments for future campaigns.

6. Results Capture

Identify which strategies or tactics were most effective at monetizing fans. Compare current season conversion rates with baseline rates.

More fans.

Better Engagement.

Stellar Results.

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