AEG is the largest sports and live entertainment brand in the world. The company owns and operates sports and live entertainment venues and convention centers and produces global music and sporting events, concerts, and festivals. The AEG marketing teams have the daunting task of creating and delivering content for tens of thousands of events per year — one moment they may be marketing an L.A. Lakers game, and the next they might be promoting a Katy Perry concert on the other side of the world.
The marketing team needed to be able to quickly schedule and target their email messages to a wide range of customer segments for multiple business units and divisions. Their previous email system did not offer the customer service, user friendly design tools or depth of integration and automation the company needed to achieve its goals, so AEG began the search for a partner who could help them build a custom solution that would meet their email marketing needs and save valuable time.
AEG partnered with Data Axle to integrate the vendor’s multichannel communications platform with all of the brand’s existing marketing platforms: Content Management System (CMS), marketing automation, Customer Relationship Management (CRM), and customer data platforms used by three separate business units.
In addition, Data Axle customized its in-platform proprietary content tool, Inboxable, to enable AEG’s marketing users to easily create visually appealing content in a user-friendly drag-and-drop interface. Inboxable delivers fully branded content to three separate AEG business units and dozens of divisions with separate branding guidelines for each.
“The CMS integration within Data Axle’s proprietary tool Inboxable allows us to create email newsletters populated with events that are selected based on criteria each user can define — like venue, date range or geographic location. In addition, as we set up the templates, the applicable brand style is already applied,” explains Meghan Bender CRM Manager at AEG Presents.
In addition, the email solution’s deep integration with AEG’s other platforms allows the team to easily select audience segments, design campaigns in minutes through the drag-and-drop functionality of Inboxable, select delivery times, and track campaign results seamlessly between platforms.
The new email system and API integrations have allowed AEG to streamline internal workflows and plan and execute campaigns with minimal steps, allowing for a much faster turnaround in getting their messages to market. Instead of a large marketing team relying on a small number of employees to design and deploy all of AEG campaigns — which can create huge bottlenecks — the 100+ marketing users can easily design and deploy campaigns that are on-brand and follow style guidelines without needing any experience with HTML coding or design. In addition, integration with AEG’s custom marketing automation tool means that the company has access to near real-time campaign results and analytics in a single marketing dashboard.
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