Stellar Play: Single-Game Buyer Win-Back

What you need

Data and Integrations

A single ticketing integration is all that’s required, though this Play scales very well with additional integrations.

• Ticketing data

For added value, include:

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

StellarAlgo Tools

• Segment Builder
• Segment Analyzer

For added value, include:

• StellarAlgo Machine Learning Toolkit: Event Propensity scoring
• Customer Product Migration

When to run this Play

The Single-Game Buyer Win-Back Play is best executed in the early season, where quick wins can be found. Lapsing fans are more predisposed to come out during the early season, and as such there are more opportunities to convert them.

If running this Play as a one-off campaign, it’s best to focus on early-mid season.

Running this Play in the mid-to-late season poses certain challenges as the lapsing buyer segment often entrenches throughout the season and it may be more difficult to prove value.

Scope and effort required

This Play can be run as a one-off marketing activation, as a series of activations within a broader campaign, or as series of campaigns with activations planned throughout the season.

Strategy Sequence

1. Opportunity Identification

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

Identify how many fans purchased single-game tickets in the previous season and have yet to purchase single-game tickets for the current season.

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.

Win-back rate is the simplest measure of win-back performance, representing the total number of single-game buyers who returned for a subsequent season. Note: This rate excludes Package buyers.

3. Plan

Lapsing fans demonstrate an entrenching effect as a season progresses, which means you may see lower conversion rates in the mid-to-late part of the season and fans that might have been winnable earlier may not convert.

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 when running the Single-Game Buyer Win-Back Play as a strategy that spans your entire season.

4. Execute

Build your target fan lists using the Segment Builder and save them in the Segment Analyzer. Execute your fan single-game buyer win-back campaign(s) based on the plan.

Using the StellarAlgo Platform, single-game win-back execution is driven using a pattern similar to our baseline measurement, with some minor adjustments to ensure we’re pulling fans who have yet to buy for the current season.

5. Measure

Determine the percentage of fans in your current season who performed best against your campaign goals. It’s recommended your measure performance at regular intervals throughout the running of this Play.

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 win-back rates with baseline rates.