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Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
Omni Channel Marketing Conference - Crispin Tristram
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Omni Channel Marketing Conference - Crispin Tristram

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  • 1. BECOMING AN OMNI CHANNEL RETAILER BY CREATING CROSS CHANNEL TOUCH POINTS
  • 2. FOR DISCUSSION TODAY How our world is shiftingThe impact on our business How Hoyts is responding
  • 3. FOR DISCUSSION TODAY How our world is shiftingThe impact on our business How Hoyts is responding
  • 4. THE WORLD WE KNEW Cinema was the preferred movie experience Newspapers (and PC’s) were the critical source of showtime information Word of mouth was actually spoken
  • 5. THE MEDIA LANDSCAPE IN FIVE YEARS TIME • MOBILE INTERNET WILL OVERTAKE DESKTOP USAGE: – 90% Smartphone penetration: smarter than todays laptop – 25% Tablet usage: Inexpensive, disposable – 5% of all payments, 86% Second screening: Seamless interaction • CONTEXT AWARE EXPERIENCES – Better Customer Data will deliver this, Customers will control their social data better and require an established relationship to give it to brands – Prevalence of Hi Definition screens in many locations • SOCIAL COMMERCE – 40-50% of digital sales will flow through social and mobile platforms, followed by Google at 20%, 15% referral traffic, and 2% direct-to-URL trafficSOURCE: http://digitalmarketinglab.com.au/index.php/2012/01/29/2012-2015-digital-predictions-trends, INMA: Print + Digital Dynamic
  • 6. THE MEDIA LANDSCAPE IN FIVE YEARS TIME • CONTENT WARS – Even lower cost of data distribution will drive a war among telecommunications companies, wireless providers, and TV companies will occur to decide who to pay for content. • ONLINE VIDEO AND DISPLAY ADVERTISING PLATFORMS TO GROW AT THE EXPENSE OF SEARCH – Forrester predicts a shift away from paid search towards display advertising: decline by 11% as paid search costs continue to rise and ROI is eroded. – Connected TV’s will be upto 80% of sales providing more viewing opportunitiesSOURCE: http://digitalmarketinglab.com.au/index.php/2012/01/29/2012-2015-digital-predictions-trends, INMA: Print + Digital Dynamic
  • 7. FOR DISCUSSION TODAY How our world is shiftingThe impact on our business How Hoyts is responding
  • 8. CINEMA AS AN EXPERIENCE WILL REMAIN STRONG Cinema Spend (A$m) 1600 1400 1200 1000 800 600 400 200 0 2009 2010 2011 2012 2013 2014 2015 2016 Cinema Spend (A$m)SOURCE: PWC Australian & Media Landscape 2012- 2016
  • 9. THE GROWTH IN DOMESTIC TECHNOLOGY CREATES MORE VIEWING OPPORTUNITIES807060 Lack of competitive50 content offerings may40 have stalled Smart TV30 growth and PVR20 penetration but that is10 being resolved quickly 0 HDTV Games PVR Pay TV Internet 3D TV Console enabled TV 2010 2011 2012(e)SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011, CEA Research
  • 10. BOX OFFICE WILL REMAIN THE MOST IMPORTANT PART OF THE BUSINESS, THOUGH THE ROLE OF ONLINE WILL INCREASE AT THE EXPENSE OF PHYSICAL RENTAL 2500 2012-2016 CAGR 2000 32.9% 1500 -9.5% 1000 4.3% 500 0 2009 2010 2011 2012 2013 2014 2015 2016 Online DVD Subs/ Dig Downloads (A$M) In-Store Rental (A$m) Cinema Spend (A$m)SOURCE: PWC Australian & Media Landscape 2012- 2016
  • 11. GLOBAL CASE: MULTICHANNEL STRATEGY "The best way to experience a movie is still in-theatre but when guests Exhibition want to enjoy the movie again, they can now choose from a variety of formats … including digital downloads via our Download To Own Merchandising Media or Video on Demand service, or on DVD or Blu-ray… CUSTOMER … in addition to our existing entertainment content and online ticketing, we believe we are creating one of the most powerful online Interactive Loyalty entertainment experiences available to Canadians” Alternative Ellis Jacob, Cineplexs President and Programming CEO, .SOURCE: Cineplex “Delivering a premium customer experience, Annual Report 2011
  • 12. INTEGRATED MOBILE AND LOYALTY PLAY IS A KEY TO THEIR SUCCESS 2.8 Million app downloads (7% of all Canadians Number 1 movie site Loyalty at the heart SCENE loyalty rewards across movies, concessions, music, DVDs/Blu-rays, digital movie downloads, gift cards, contests. Canadian movie distributors regularly use SCENE to market their movies recognizing its value and unique ability to segment and target movie-goers and ultimately drive box office performance.SOURCE: Cineplex “Delivering a premium customer experience, Annual Report 2011,
  • 13. HOW DIGITAL CHANNELS CAN DRIVE THE CORE BUSINESS Inspiration • INSPIRATION (STREAMING) • Deliver trailers for cinema through the streaming channel • ANTICIPATION (SOCIAL) • Help people arrange movie outings Afterglow Anticipation with social network tools • ADMIN (MOBILE) • Look up, Book, Find Cinema’s • IMMERSION (ONLINE/TABLET) • Interviews, behind the scenes pre and post view • AFTERGLOW (STREAMING) • Opportunity to relive cinema Immersion Admin experience “OverDrive, a global distributor partnered with Amazon last year to entice readers into buying the book they just borrowed”SOURCE: TORCH research customer experience Mapping, http://nowandnext.com/
  • 14. FOR DISCUSSION TODAY How our world is shiftingThe impact on our business How Hoyts is responding
  • 15. 5 KEY CHANNEL INITIATIVES Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targetted digital/mobile to the needs of touchpoints Channel Loyalty and information the business Experiences CRM opportunity
  • 16. 5 KEY CHANNEL INITIATIVES Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targetted digital/mobile to the needs of touchpoints Channel Loyalty and information the business Experiences CRM opportunity
  • 17. IN ADDITION TO HOME THEATRE, TABLETS WILL ALSO DRIVE FUTURE VIEWINGS TABLET PENETRATION 40 35 2012 (e) 39 30 Driven by total market growth 25 63% usage entertainment 20 motivated 15 10 5 0 16-24 25-34 35-44 45-59 60+SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011, Google Multiscreen World
  • 18. ONLINE VIDEO IS NOW A MASS ACTIVITY Downloading Video Over half of the population has experienced some Streaming Video type of online video in the last 12 months 0 20 40 60 Weekly/ More often L12MSOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011,
  • 19. WE WILL DO THIS BY OFFERING THE CONVENIENCE CUSTOMERS CRAVE EVEN MORE THAN PRICE REASONS FOR WATCHING “INTERNET TV” Cheaper than Pay TV Lesss ads Missed broadcast time Watch shows unavailable No/ Skip ads Able to pause/stop Its Free Watch at suitable time 0 10 20 30 40 50 60 70SOURCE: NIELSEN Australian Online Consumer, 2012
  • 20. STREAMING WILL HELP US CAPTURE THESENEW NEW VIEWING OCCASIONS
  • 21. 5 KEY CHANNEL INITIATIVES Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targetted digital/mobile to the needs of touchpoints Channel Loyalty and information the business Experiences CRM opportunity
  • 22. WE KNOW THERE ARE THREE TYPES OF VIEWING DECISIONS CONTENT BASED COMBINED PLATFORM/ CONVIENCE “A good time to catch “It had a good trailer” up with friends” You have to see Avatar “Movies are a great “I love James Bond in 3D escape” movies” “It was on TV at the time”SOURCE: Screen Australia, What to watch
  • 23. WE ARE CREATING MORE INSPIRING CINEMA EXPERIENCESMORE SPECTACULAR MORE LUXURIOUS
  • 24. DIFFERENTIATED CHANNEL EXPERIENCE
  • 25. 5 KEY CHANNEL INITIATIVES Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targetted digital/mobile to the needs of touchpoints Channel Loyalty and information the business Experiences CRM opportunity
  • 26. CINEMA AND DIGITAL CHANNELS CLOSE THE LOOP FOR CUSTOMERS Gain greater share of our customersviewing wallet CINEMA DRIVES ONLINE DRIVES ONLINE AS THE CINEMA As THE MOST PRIMARY POWERFUL SOURCE OF TRIGGER FOR INFORMATION ONLINE VIDEO VIEWS A more compelling presence online so they consider us first
  • 27. BUILDING A HOYTS DIGITAL ECOSYSTEM
  • 28. 5 KEY CHANNEL INITIATIVES Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targeted digital/mobile to the needs of touch points Channel Loyalty and information the business Experiences CRM opportunity
  • 29. VALUING OPINION IN A CAREFULLY CURATED SETTING CREATES GREAT ENGAGEMENT Phase 1 1 Drive SEO/Website Views HouseOwn Our Ensure Ownership 2 Of ContentContent 3 Capture Consumer Data (O&A EDM Databases)
  • 30. 5 KEY CHANNEL INITIATIVES Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targeted digital/mobile to the needs of touchpoints Channel Loyalty and information the business Experiences CRM opportunity
  • 31. Data Driven Targeted Content to localise and personaliseeDMs previously have successfully focused on offer and title Moving forward we will add location relevant content We will also shoot location relevant photography
  • 32. RECAP Creating Capitalising on Better the Tailoring SocialExpanding our Differentiated targetted digital/mobile to the needs of touchpoints Channel Loyalty and information the business Experiences CRM opportunity
  • 33. “Our tools are evolving exponentiallyfaster than our ability to interpret how the tools will impact our world. Thismay be the most important trend of all” SHELLEYPALMER 2013 CET REPORT

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