Challenge
To sell more tickets with less advertising costs

Another Planet Entertainment (APE) was formed in 2003 by longtime veterans of Bill Graham Presents, Gregg Perloff and Sherry Wasserman. The venues that they work with include The Greek Theater, The Independent, The Bill Graham Civic Auditorium and dozens more. Although APE had been collecting subscribers and blasting newsletters for years, they did not have a clear idea how successful these campaigns were in driving ticket sales. In addition, management was a pain and messages were consistantly being filtered.

Solution
Segmentation, targeting and conversion tracking

FanMail began by helping APE develop a comprehensive fan database that was based on past ticket purchase habits in terms of venue, artist and genre. Armed with a well organized database, the ability to track how campaigns were converting into purchases and a FanMail Enterprise account to manage it all,  APE began segmenting and deploying highly targeted pre-sale ticket announcements.

Results
$28,000 in advance tickets sold through a $75 campaign

To date, APE has sent and tracked millions of newsletters and ticket announcements through FanMail. On a recent show APE tracked $16,000.00 in advance ticket sales as a direct result of an email that cost $11 to deploy. In another campaign, APE generated $28,000.00 in advance ticket sales through a campaign that cost $73 to deploy.