Digital Marketing only continues to grow. The demand for live events in the last few years has sky-rocketed. Investing in digital marketing in both digital media channels, and marketing automation email marketing will allow your events to be competitive in this busy live-events market.
Paciolan digital marketing clients have seen significant growth in media spending as well as their return on ad spend. Paciolan email marketing clients increased both open rate and click rate from the previous year.
How do we sustain this growth? You need to find new fans! Understand your data is key. You want to tap into as much of your own data that you can to reach the right people and build from those data points. That data becomes a marketing opportunity for all aspects of the business.
If you attended the 2024 NACMA conference, you may have seen these concepts and examples presented in the Paciolan session, "Where Have You Been All My Li-Li-Life?"
Inside The Database
Transfer & Resale Customers
Tap into your transfer and resale customers as a marketing opportunity! Download your Transfer data and apply that to your digital ads on Meta like Minnesota and Purdue.
Third-Party Appended Data
Purdue used Dynamic content in emails for the Lead Scoring Model from Fanbase Fan Profiles.
Ole Miss applied their top Fanbase Fan Profiles & Lookalike audiences to their digital marketing ads. These Fanbase audiences accounted for 57% of all conversions for these MBB & WBB campaigns.
Email Engagement & Web Nurturing
TCU implemented a web nurturing path in Eloqua to retarget their email openers, web visitors, Browse Abandoners, and Cart Abandoners. This is an easy way to increase ticket sales to those that have already shown interest!
Special Events & Attendance
Use segmentation in Eloqua to retarget those who have attended other related events.
Spring Game Attendees
Coach's Caravan Attendees
Neutral Site Games
Campus Events & Tours
Concerts or other External Events
High Percentage Attendees of Other Sports
Propensity Modeling
Reach high-intent fans & lookalikes during key events, using a tool like Fanbase Propensity Scores.
Outside The Database
Lookalike Modeling
You know who your purchasers are today, Why not find more fans like them? Use the tools by Meta and Google to create lookalike Audiences to serve ads to widen reach. This is a great Strategy for mid-funnel Discovery and Consideration campaigns.
Affinity Audiences
Best practice affinities audiences to use:
School-specific Fandom
OU MBB fan, UCI BSB fan, etc.
General Fandom
College football interest, basketball interest, etc.
Demographics: Age, Occupation, Household income
Apparel, Brands, Activities, Hobbies, etc. That are related to the brand or event.
Think Outside The Box!
Michigan targeted Video Game Lovers and Apparel brands to gain impressions and conversions for their Men's Basketball ads.
Sometimes, all you have to do is ask
Get creative! Ask your partners if they have audiences they can share based on their terms & conditions:
Merchandise Purchasers
Website/Mobile App Subscribers
Concessions Purchasers
University Lists - Students, Alumni, etc.
Sponsorship Contests
Combine ALL of these audiences to create a successful campaign
If you want to implement anything new from these examples, or you have questions on where to start, reach out to your PAC Digital rep or Marketing Automation rep today!
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