New insight: Among all first-time ticket buyers, renewal rates for the following year’s event were 12 percent higher if the fan had the track’s mobile app.
More Efficient Sales Campaign
SMI now tracks the entire sales process in FanThreeSixty’s sales management tool. In just eight months, sales teams logged 250,000 fan touchpoints and streamlined over 150 sales programs, deepening fan insights and centralizing overall sales efforts.
With increased visibility into the sales process, SMI discovered that the purchasing behaviors of time ticket buyers is much different than repeat purchasers. These previously hidden insights help SMI tailor communication strategies that increase conversions and upsell opportunities.
“We’ve been able to significantly streamline our ticket sales process and develop smarter outreach strategies.”
-Geoff Ulrich, Vice President of Partnerships, SMI
Each track bolsters its standout race experience by delivering more personalized and relevant mobile content at every point throughout the fan journey. Each track’s mobile app connects directly into the technology platform, providing the ability to directly engage with each fan based on their behaviors and preferences while also seamlessly capturing how they engage.
Enhance Mobile Engagement
●Directly send personalized offers and experiences
●Present essential event and venue information
●Provide more relevant sponsored content
●Identify new fans for future outreach
●Learn more about each fan as they engage.
Surpassed 100,000 app downloads in just 18 months.
Resulted in 52,000 new sales leads by identifying previously unknown fans.
48,000 existing profiles were appended with additional engagement behaviors.
Moving Forward
Each race weekend brings a windfall of new data that further enriches SMI’s understanding of its fanbase—the process of deepening relationships and engaging the next generation of racing fans has really just begun. On the horizon are new data strategies that will help anticipate and predict fan behavior, and further automate fan journeys within the sales process.
Your fans are out there too.
We’ll help you find them.
www.fanthreesixty.com
Read the full story at http://www.fanthreesixty.com/case-study-smi/