Our strategy for ticket acquisition is based on three phases; awareness, consideration and conversion, with each phase having key performance indicators to demonstrate measurable changes in fan behaviour through the purchase funnel.

As with all campaigns, our process begins by analysing client-owned data, which includes previous buyers on a CRM database, in this case, MyEuropeanTour. Personalised messaging is created for these buyers and new content is A/B tested for prospecting audiences. Those who had not purchased tickets before are divided into two broad categories:

• Connected fans,who had visited the European Tour website or engaged with social content
• Cold prospects, who are currently outside the Tour’s media ecosystem

Audience purchase intent is assessed via several methods and these are segregated accordingly and served bespoke tailored messaging. Paid social, paid search and contextual programmatic strategies were then activated to maximise our ability to reach the right audience, in the right environment, at the right time.