Revenue

Boost ticket sales by targeting last minute buyers ⌚️

GOAL
↗️ Ticket Sales
WHAT YOU NEED
Email (FTS or 3rd party)
DIFFICULTY
Easy
TIME
30 - 60 min.
Last Minute Purchasers

Overview

Feeling pressure to fill the stadium for an event a few days away? Create a campaign that focuses on fans who traditionally purchase tickets at the last minute. If you hit these fans at the right time with the right message (maybe even with the right offer), you’ll have them thinking that you know them better than they know themselves.

Mavs-Email


Why it Matters

Industry experts recognize that fans are buying tickets closer to the day of an event, which can create a level of unease when all you want is assurance that you'll have butts in seats at your next event. Focusing on Last Minute Buyers allows you to target fans that have a history of purchasing last minute, but also allows you to better influence the timing of their decision making.

Almost 30% of all ticket purchases happen in the 48 hours prior to the event. 


Getting Started

There are a couple variations you can consider when getting started with this play. You can use the Last Minute Buyers audience to hit these fans with an offer right before the event, hoping for a quick conversion. Alternatively, you can go for a more long-term, strategic approach by attempting to turn last-minute buyers into earlier purchasers. Either way, you will use the same audience.

Recommendations

  • Literally Last Minute 
    • When to Send: 48 hours prior to the event
    • Incentive/Offer: Since this audience traditionally purchases 48 hours prior to an event, an incentive is not necessary. If you're on track for low attendance, an incentive could help get more fans through the door.

  • Reward Earlier Purchasers
    • When to Send: 1-2 weeks prior to the event
    • Incentive/Offer: If you are trying to change fans' behavior, they will need a good reason to do so. A strong discount or giveaway is typically enough to push fans to purchase, but giving away experiences is the most lucrative incentive available.

Work with your team to craft an email template for the variation you want to run. We recommend creating a template that contains a few key components that will change for each event. For instance, highlighting a rivalry, having a theme night, doing a giveaway, or hosting a special sponsor event.


Sending your email

FanThreeSixty Email

  1. Design your Last Minute Buyer email in SendGrid and save it as a template. 
  2. In FanThreeSixty, click to the Email section and start a new email.
  3. Click Automated and then Custom Automation. 
  4. Choose Last Minute Buyers as your audience.  
  5. Click Add Email, then choose a schedule for your email. We recommend 36 hours to 72 hours prior to the event.
  6. Select the template you built in SendGrid.  Send a test email to verify everything looks correct, then click Start Sending to send the email.

Third-Party Email

  1. On the Audiences page in FanThreeSixty, click on the Last Minute Buyers card in the Recommended section.
  2. Click Use Audience, then Export Fans.
  3. You can export the list of fans as a CSV, drop it to an SFTP, or push it directly into your email provider if it is directly integrated.
  4. Design a Last Minute Buyer email template in your email provider.
  5. Import the list that you exported via FanThreeSixty and choose these fans as your recipients.
  6. Schedule your email to send. We recommend 36 hours to 72 hours prior to the event.
💡

Tip - To avoid “audience fatigue” from receiving the same emails over and over, consider excluding fans who purchase frequently or purchase multi-game packs.

Measuring Success

Creating a template that can be used repeatedly for last minute buyers will help prevent a lot of heavy lifting throughout the season. Track engagement and clicks over time to see how your email is performing. Keep an eye on the total conversion of fans who purchase tickets after receiving this email.