Play: Multi-Property Fan Nurturing

What you need

Data and Integrations

• Ticketing data
• Email pull and push, and/or
• Social media pull and push

For added value, include:

• Fan demographic data enhancement
  (Paid demographic data appends)

StellarAlgo Tools

• Segment Builder
• Segment Analyzer

When to run this Play

The Multi-Property Fan Nurturing Play can be executed at any point in the season or off season. Fans can be easier to engage with a property that is in season, however, running off-season nurturing campaigns can also be effective since there typically tends to be less overall marketing communications during this time, making it easier to grab the attention of fans.

Scope and effort required

This Play is complimentary to your ongoing efforts. It’s a new strategy that requires additional resources and time to execute. Multi-property fan nurturing efforts are intended to be run 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 engaged 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 multi-property fan nurturing 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.

Multi-property partners have a distinct advantage because they already have a pool of fans who have a demonstrated affinity for at least one property; these are high value fans who are worth the effort to nurture and engage.

4. Execute

Build your target fan lists using the Segment Builder and save them in the Segment Analyzer. Typically, these lists will be made up of fans from one property who have yet to interact with another property.

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. Identify your engaged fans for targeting in the Multi-Property Cross-Selling.

More fans.

Better Engagement.

Stellar Results.

Get Started