Product Strategy
In my Integrated Marketing role at Live Nation, I was tasked with developing a new strategy to sell naming rights of two key products in venues - VIP Club naming rights and Lawn naming rights. I worked with the Fan Insights to create custom quantitative and qualitative customer surveys to build a deeper understanding of the fans buying tickets to these areas and what they would like to see from a naming rights sponsor. I also worked with local venue teams and current venue partners to develop sales packages that would be beneficial to the brand and the venue, creating strong relationships.
The Amphitheater Lawn - Your Local Live Music Community
Our studies showed that lawn fans attended more events annually than any other standard seating area and viewed the lawn as the best place to make new friends and enjoy the event with existing friends.
I created a new program featuring touchpoints that enhanced the experience for these fans and showcased the community element of the area.
The new Lawn Naming Rights program showcased the community aspect of the area and provided brands with unique opportunities to directly engage these super fans.
Premium Experience Partnership - The Next Level of Live Entertainment
Research and client feedback showed that VIP partners wanted more premium options from their sponsorships. Fan surveys revealed two major types of VIP Club attendees - season ticketholders who attend shows all season long and those who go all-in on upgrades when they see their favorite artists.
The new Premium Experience programs used fan feedback to show brands how to become part of the VIP experience in an organic way and included touchpoints throughout the entire fan journey to spotlight the brand’s involvement from the first point of contact to the post-event glow.
Brand Strategy
I’ve worked with brands of all sizes to build impactful, innovative integrated marketing campaigns that create natural connections with target audiences. Each proposal was bespoke, creating unique consumer touchpoints through the medium that best aligned with client goals.
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Custom Event-Relevant Messaging
The most successful marketing is relevant to its audiences. I frequently created brand messaging to integrate into the event, but to still feel true to the brand's voice.
Illustrative concept art and select slides are shown.