Personalizing at Scale
PS&E sells approximately 3.5 million tickets annually, and Marketo was the only platform PS&E identified that could enable personalized messaging to consumers at that scale without adding resources. Scaling is essential because not every person who buys a ticket signs up for season tickets.
With personalization at scale, PS&E can cultivate relationships and learn more about consumer behavior. For instance, marketers can track individual fan patterns closely, understanding which game tickets consumers bought, which concerts they attended—even track views on the website. They can also tailor future communications by leveraging social networking data to identify a fan’s favorite player or artist and invite the fan to a specific game or concert. Additionally, marketers have set up strategies, such as automated birthday campaigns, to help drive merchandise sales and enhance the value of being a fan.
"Over the past two seasons, we’ve exceeded 90% renewal rate—the best, in terms of renewals, ever in the history of Palace Sports & Entertainment. I attribute that to the work that we’re doing with Marketo."
PS&E uses Marketo to carry out ongoing campaigns to nurture potential season ticket holders before they’re ready to have a conversation with PS&E’s sales team. Marketo also automates timely communications when plans are almost up for renewal. They also offer reward programs to ticket holders, further personalizing and enriching the experience for the attendees.
The PS&E team keeps members engaged during the Pistons’ off-season by hosting member events. Marketo is critical to automating the communication flows from the invitation and the RSVP, to the “Thanks for attending” email, and the “Sorry we missed you, here’s a recap” email.
"Just think about the quality and value of the data we’re getting, it’s so much better now, and it all feeds into the ecosystem that we’ve created here with our CRM.”
Using Marketo to segment communications to different fan lifestyles, PS&E now has a way to engage more personally with ticket holders at the right time and identify specific indicators to measure if a fan is a likely candidate to buy season tickets."
The results tell the story: since moving to Marketo, PS&E has racked up a 132% increase in year-over-year eMarketing revenue.