Yana Shirokova. Fixing the Funnel in Low-Frequency, Experience-Driven Businesses
Format: Online Masterclass
Speaker: Yana Shirokova
Date: September 6, 2024
Time: 18:00 GMT+3
Masterclass Overview
How do you build loyalty when your customers only engage twice a year—and expect to be seen, understood, and valued every time? In this masterclass, Yana Shirokova, Senior Member of the E-Commerce & Digital Marketing Association (ECDMA), unveils her proprietary frameworks for solving one of the toughest marketing challenges: retention in low-frequency, high-emotion businesses.
With more than a decade of hands-on experience in live entertainment, ticketing, and CRM strategy, Yana has designed systems that work even when traditional models collapse. This session offers a practical and strategic toolkit—developed and field-tested in real businesses—for turning rare interactions into lasting relationships and long-term revenue.
Why You Should Attend
Low-frequency, experience-driven sectors—such as events, travel, premium services, and cultural institutions—don’t fit the mold of standard CRM tactics. Purchase cycles are irregular. Emotions run high. And margins leave little room for error. This masterclass is built around solving those exact constraints with methodologies already adopted by major entertainment companies and cultural brands.
Key Takeaways:
– Audience segmentation built for episodic, emotion-based behavior – Trigger chains that feel timely and personal—not like automated spam – CRM tactics that thrive under budget and frequency limitations – Ready-to-use tools and real case studies from theaters, festivals, and ticketing platforms
Agenda
1. The Funnel Doesn’t Work Here — and That’s the Point – Why traditional CRM fails in low-frequency models – The hidden costs of over-marketing in emotionally driven categories – Designing for value per touch, not volume of touches
2. Segmenting the Infrequent but Important Buyer – Behavioral models tailored for rare but meaningful purchases – Mapping emotional context and decision windows – Case examples of micro-segments that outperformed generic targeting
3. Triggers That Actually Work – How to replace scheduled blasts with intelligent trigger logic – Using behavioral and contextual data to time your message – Balancing automation with emotional sensitivity
4. Scaling Without Waste – How the same framework was scaled across resource-constrained environments – Plug-and-play templates for different verticals – Performance metrics and outcomes from real campaigns
+ Open Q&A with Yana Shirokova
About the Speaker
Yana Shirokova is a marketing strategist with over 12 years of experience in the live entertainment and ticketing industries. She currently leads the Loyalty and Analytics function at MTS Live, one of Russia’s largest entertainment and ticketing companies. A Senior Member of the E-Commerce & Digital Marketing Association (ECDMA), Yana is known for pioneering retention systems that succeed where traditional tactics fail—especially in low-frequency, high-impact customer journeys. Her frameworks are now used across theaters, festivals, and cultural platforms, and she regularly advises institutions and brands on CRM strategy and data-informed audience engagement.
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