FEVOForum Recap: 4 Key Takeaways to Maximize Your Holiday Promotions

On October 16th, FEVO hosted an insightful webinar focused on how teams can get the most out of their holiday promotions. The discussion featured key figures from FEVO, as well as industry leaders from the Ottawa Senators and Milwaukee Bucks, all sharing strategies to boost sales and engage fans during the Black Friday and Cyber Monday shopping frenzy.

What's New at FEVO: Fresh Tools for Your Holiday Campaigns

FEVO Director of Product Management, Jeff Mather kicked things off by introducing some exciting updates to FEVO Enterprise that are perfect for optimizing holiday offers.

FEVO has reimagined how inventory is built and made a major upgrade, giving teams more flexibility in managing inventory and selling tickets. This new system enhances efficiency, allowing teams to sell in ways they couldn’t before—whether that’s offering specific seat sections or adjusting ticket types.

Another highlight was FEVO’s integration with Queue-it, a queue management tool that helps ensure a smooth checkout experience for fans when demand is high. It’s already been a game-changer for teams like the Milwaukee Bucks during high-traffic offers.

Automating Offers: The Power of Post-Transaction Codes

Next up, FEVO VP, Partner Ops & Implementation Jaime Koteen introduced FEVO’s new Post-Transaction Code feature, which allows promotion codes to be automatically sent after a shopper purchases from a specific Offer. This helps automate campaigns such as exclusive merch campaigns, discounts or bundles for future events, or “Buy One, Get One” (BOGO) Offers—perfect for simplifying holiday deals. Pam David, Ticket Operations Manager from the Ottawa Senators, shared how her team uses this tool to run their Black Friday BOGO campaigns, cutting down on manual work and making it easy for fans to redeem their free tickets.

"This new feature eliminates manual work and creates a streamlined, automated experience for our Black Friday BOGO campaigns.” - Pam David, Ottawa Senators

How the Ottawa Senators Make BOGO Work

Pam also shared the strategy behind their successful BOGO Offerr. The team carefully selects games for the paid tickets, choosing matchups with strong demand while using the free ticket option to help move inventory for less popular games. The result? Fans are happy, inventory gets sold more efficiently, and you get the added bonus of potentially cross-pollinating fanbases!

"We strategically select paid games with demand while using freebie games to move inventory that needs help. This gets fans in seats while protecting the value of premium games.” – Pam David

Bundling for Success: Drive More Sales with Smart Packages

FEVO EVP and Co-Head of Sports and Entertainment, Doug Fowler, and Vice President of Digital Marketing & Automation for the Milwaukee Bucks, Ben Conrad, jumped in to discuss the power of bundling—an easy way to increase value for shoppers and move more tickets. Bundles can include everything from parking passes to food and beverage options, and they’re particularly effective during high-traffic holiday periods. Ben shared how the Milwaukee Bucks use bundles, including premium packages like suites with parking passes, to drive higher sales.

"Whether it’s a family pack or an executive suite with parking passes, bundles give fans a seamless purchase experience while allowing teams to move inventory creatively.” – Doug Fowler, FEVO

Holiday Campaign Tips: Timing, Retargeting, and Strategic Offers

Pam and Ben both emphasized the importance of smart timing and communication when rolling out holiday promotions. Pam mentioned how her team spaces out their marketing campaigns to avoid overwhelming fans, while Ben highlighted the power of retargeting to keep offers top of mind for those who may not convert right away.

"We make sure to monitor fan behavior and leverage data from previous years to choose the right games and pricing for our offers.” – Pam David

Key Takeaways for Your Holiday Promotions

1. Automate Where You Can: Use FEVO’s post-transaction codes to simplify BOGO offers and make it easy for fans to redeem their rewards.
2. Leverage Bundles: Whether it’s a family pack or a premium suite package, bundling can help boost sales while maintaining value.
3. Start Early and Retarget Often: Get your campaigns going early and use email and SMS to follow up with fans who don’t complete a purchase right away.
4. Protect Premium Games: Avoid deep discounts on high-demand games. Instead, focus offers on games where you need more sales.

This webinar provided actionable insights to help teams prepare for the holiday season, ensuring they can capitalize on key shopping days while maintaining brand integrity. If you want to dive deeper into these topics, join FEVO’s Lunch & Learn on October 30th, where you’ll get a sneak peek into more innovative tools and strategies.