Play: Package Buyer Retention

What you need

Data and Integrations

• Ticketing data

For added value, include:

• Email pull and push
• CRM pull and push

StellarAlgo Tools

• Data Analysis Retention Tool
• Segment Builder
• Segment Analyzer

When to run this Play

The Package Buyer Retention Play can be executed throughout the season, as well as in the off-season.

Each major time period throughout the year is an opportunity to segment package buyers, and the StellarAlgo retention model has pre-saved segments:

• Less likely to renew
• Fence sitters
• Most likely to renew

Specific segments can be focused on at relevant points,with season rollover representing a major opportunity to develop momentum and focus on important package buyers.

Scope and effort required

Package buyer retention efforts are intended to be run as a seasonal effort to ensure the effects of package buyer account prioritization are most apparent.

Strategy Sequence

1. Opportunity Identification

Opportunity identification is where you will identify the number of fans that could potentially be activated during this Play. This will help you to assess whether undertaking this strategy is a worthwhile investment.

Use the Segment Builder to determine the number of package buying fans from the previous season that have not renewed for your upcoming season.

2. Baseline

Capture a baseline to compare season-to-season. This will also help you to answer the question “How did we do?” after running the Play. The primary metric to use as a baseline is the package buyer retention rate.

Select 3 to 5 historical seasons and determine package buyer retention rates for each of the historical seasons.

3. Plan

• Identify your package renewal opening date
• Identify package renewal system
• Set your goals
• Understand retention model features
• Confirm your retnention score season rollover date
• Plan your campaigns and initiatives

The complete, unlocked Play provides StellarAlgo partners with a checklist of activities mapped to each part of the season to help you plan ahead and execute successfully.

4. Execute

Package buyer retention execution is driven using a pattern similar to your baseline measurement approach, with some minor adjustments to ensure you are pulling fans who have yet-to-buy for the upcoming season, as opposed to measuring historical performance of fans who did buy season-to-season in your baseline.

Build your target fan lists using the Segment Builder and save them in the Segment Analyzer. Execute the analyses you selected based on your plan.

5. Measure

It’s recommended to measure your retention performance at regular intervals throughout the Play. Current season retention rates can be found in the Data Analysis: Retention tool in your StellarAlgo Platform.

6. Results Capture

Identify which strategies or tactics were most effective at retaining your package buyers. Just as important, identify which strategies or tactics were least effective at retaining package buyers.

Answer, “How did we perform this season compared to previous seasons?” and compare retention rates with baseline rates.

More fans.

Better Engagement.

Stellar Results.

Get Started