In this guide, you’ll learn how and when to set up an effective Holiday Card Campaign that you can customize for certain segments of your audience.
Send your fans and sponsors exclusive content & messages, addressed directly to them!
In this guide, you’ll learn how to get started with our Holiday Card Campaign:
- What is Holiday Card?
- Holiday Card Use-Cases
- How to set up your Holiday Card Campaign
- See it in Action
The What:
Holiday Card is a gated digital card that allows you to send exclusive content to special segments of your fanbase.
Why is it called Holiday Card?
By no means is this campaign limited to the holiday season. But, with three “flip-through” pages, this campaign is perfect for doubling down on the cheesy, heartfelt spirit that takes hold as families recharge and reunite. We just couldn’t resist tying the campaign’s title to the spirit that inspired it.
Here’s what you can expect from the Holiday Card Campaign:
- Three customizable pages to share your message to fans
- The ability to personalize your message to fans, using a dynamic name token
- A tagging feature that lets you send cards to only an exclusive subset of people. This can include fans tagged as high-tier members, sponsors, or any other audience tagged within Tradable Bits.
The Why:
Digital communities have never been more vibrant or impactful on a fan’s daily life than today. And, fans are increasingly turning inward towards smaller, and more authentic communities to connect, share and engage.
The Holiday Card is another tool in your arsenal to develop deeper relationships with the fans in your online community - whether you’re targeting your fan club, or a wider community that has interacted with you somewhere along the way. A simple “We’re thinking about you” gesture can do wonders for loyalty and engagement - especially if it’s targeted.
With this in mind, Holiday Card can function in two different ways:
- Paired with Tradable Bit’s tagging functionality, send segmented groups of fans an exclusive holiday card with content specific to them.
- Publish your campaign and keep it open and available across your channels. Fans will enter their details in exchange for a thoughtful message from you!
Use-Cases:
Have a sponsored event that you want to recap and say thanks for? Or perhaps you want to build even more loyalty among your highest value fans by sending them more intimate messages from your team/artist. Use the holiday card as a gated campaign for content. Based on your tags, any fan that fills out their details for the card will only see the content associated with their tag. So you can get nerdy with segmentation and fan retention.
Fan Club
Similar to tiered memberships, give your fan club some extra attention with the holiday card campaign. Whether that’s sending a BTS Army style photo, or “behind the scenes” content, show your fans you care enough to think of them first.
Fan Milestones
Tag your fans based on their birthday month, their first ticket purchase or some other milestone that’s important for your brand. Then, send them some additional “welcome to the fam” or “Here’s a happy bday from your favourite player” content to mark their milestone, and cherish it.
Seasonal Greetings
We’re all drawn into the festive energy around certain holidays - why not add another valuable touchpoint to your engagement strategy around these events. We’re talking holiday portraits, Valentine's Day Cards, and New Years Greetings. Use Holiday Card to reach out to fans around big, festive events.
Part 1: General Setup
As with all campaigns, the first thing you need to set up are the “run dates” for your campaign, your custom entry form fields and your campaign name.
Please Note: Your card will appear for all of your fans on your Thank You Page. Keep in mind how your card will appear against your Thank You Page background.
Part 2: Holiday Card Content
Once you’ve finished setting all of the above up, now you can get into the crux of this campaign - designing your holiday card! This portion of set up all lives in the Content tab.
i) Title & Content:
First thing’s first - give your card a title, choose a layout and add any optional tags.
Then, you can get started on the content for each card page. There are three pages to set up, that will make up your card:
- Front Page: The cover page for your card
- Left Inside Page: On the backside of your cover page
- Right Inside Page: The final page for your card
On each page, you have the option to set up the following:
Content: This section takes up the top 1/3rd of your card’s page. Generally, this is where you would upload your “header” for the page, which can be a GIF, JPEG, PNG or Video. You can also leave this section blank if it doesn’t fit with your design.
Message: This is where you can add a written message to your fans. On each page, this text will live just below your content image. This section is also optional.
Background: This is where you can add your background colour/image/gif to your card page. The background will live behind your content and message assets.
Note: You can choose a background colour or a background image but not both. Make sure to save your desired asset when you toggle between the two options.
Now that you have finished designing your card, you can take a peek at how it looks with the “Preview Button”. Once you’re happy with your design, you can move on to the next step: Tagging.
ii) Tagging:
The holiday card campaign can be designed to show specific cards to specific fans - all with a simple tag.
At the top of the Holiday Cards Setup, you will see a dropdown section named “CRM Tag”. This dropdown will pull all of the tags associated with your FanCRM. Simply choose the tag of the segment of fans you want to send the card to.
Then, making use of this tagging functionality, you can create multiple different cards, for different groups of fans, within the same campaign.
How does this work for distributing cards to fans?
Once your campaign is published and shared with fans, all they have to do is input their name and email to view their specified card. As they enter, our system will check to see if the fan entering has any tags on their profile that match up with tagged cards. If they do, they’ll receive the card that matches their tag.
If you decide to configure multiple cards without tags in your campaign, fans that enter will be shown one of your configured cards at random. This is a great use-case when it comes to themed events. (i.e. something simple like home vs away coloured cards).
iii) Publish your Campaign:
Just like all campaigns, you have 4 main ways you can publish Holiday Card:
- Standalone Microsite
- Embed on Website
- Native Embed on App
- QR Code
For the holiday card in particular, there are two common ways to promote your campaign:
- Use the Standalone Microsite link, and share publicly across your channels.
- Use the Standalone Microsite link, and send it out internally to your different segments of fans using your email. This way, you can send a direct message to your highest value fans/sponsors.
iv) Post-Campaign Email:
After you’ve published your campaign and have shared it with your fans - you can email all tagged fans who entered with a copy of their card. To do this, go to the Reporting > Results section of your campaign, and click on the button “Send Cards”.
And voila! With that, you have set up your first Holiday Card Campaign!
If you have more questions about setting up a Holiday Card or any other engagement campaigns, please reach out to your Customer Success team!