Traction on CRM

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Tractions view on CRM presented at Imedia summit in the Hunter Valley

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  • Lifecycle Analysis By observing and plotting the flow of users and their interaction behaviour it is possible to map their loops of interaction with a brand. For Vue this is centred around visiting the cinema. This in itself has sub-routines or alternate cycles, that can also be valid behavioural processes. Once the cycles are mapped, key points of interaction are defined and these provide the initial touch points for communication. Communication may be triggered direct, ambient, responsive or interactive etc. Triggered messaging types Functional Triggers: are perfunctory (password notification, profile updates) and may include a series of messages such as a welcome program to a new a customer Event-based Triggers: are based on time and/or profile events; that is, communications at set time and date frequency (week, monthly statements) or according to demographic and behavioural attributes specific to a customer Transactional Triggers: usually involve commerce events to optimise on sales, cross-sell and up-sell opportunities Lifecycle Triggers: focus on key pre-determined milestones for the customer (lifestage), purchase cycle (pre-booking, registration, booking, etc) and/or stages of the educational program or campaign (pre-launch, launch, etc)
  • Traction on CRM

    1. 1. Relationship Marketing Explained Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    2. 2. What is Relationship Marketing? It emphasises customer retention and satisfaction, rather than a dominant focus on point-of-sale transactions. (1) “ The sale merely consummates the courtship, at which point the marriage begins. The quality of the marriage determines whether there will be continued or expanded business, or troubles and divorce.” (2) Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    3. 3. The Five Steps of Relationship Marketing Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    4. 4. attract > engage > analyse and profile > target > build a relationship attract
    5. 5. attract > engage > analyse and profile > target > build a relationship engage
    6. 6. attract > engage > analyse and profile > target > build a relationship analyse & profile
    7. 7. attract > engage > analyse and profile > target > build a relationship target
    8. 8. attract > engage > analyse and profile > target > build a relationship build a relationship
    9. 9. <ul><ul><ul><li>Defensive marketing </li></ul></ul></ul><ul><ul><ul><li>Reduce customer turnover </li></ul></ul></ul><ul><ul><ul><li>Increase customer loyalty </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    10. 10. <ul><ul><ul><li>Offensive marketing </li></ul></ul></ul><ul><ul><ul><li>Obtain new customers </li></ul></ul></ul><ul><ul><ul><li>Increase customer purchase frequency </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    11. 11. The four pillars of Relationship Marketing Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    12. 12. infrastructure > people > intelligence > process infrastructure
    13. 13. infrastructure > people > intelligence > process people
    14. 14. infrastructure > people > intelligence > process intelligence
    15. 15. infrastructure > people > intelligence > process intelligence
    16. 16. infrastructure > people > intelligence > process process
    17. 17. Relationship Marketing Strategies <ul><ul><ul><li>Change focus </li></ul></ul></ul><ul><ul><ul><li>Think about your weaknesses </li></ul></ul></ul><ul><ul><ul><li>Stay in contact </li></ul></ul></ul><ul><ul><ul><li>Provide value </li></ul></ul></ul><ul><ul><ul><li>Show appreciation </li></ul></ul></ul><ul><ul><ul><li>Be responsive </li></ul></ul></ul><ul><ul><ul><li>Grow and adapt </li></ul></ul></ul><ul><ul><ul><li>Train and monitor </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    18. 18. Relationship Marketing Strategies <ul><ul><ul><li>Encourage registration </li></ul></ul></ul><ul><ul><ul><li>Ask more </li></ul></ul></ul><ul><ul><ul><li>Allow choice of format </li></ul></ul></ul><ul><ul><ul><li>Allow choice of frequency </li></ul></ul></ul><ul><ul><ul><li>Allow choice of content </li></ul></ul></ul><ul><ul><ul><li>Track user interaction </li></ul></ul></ul><ul><ul><ul><li>Reward customer loyalty </li></ul></ul></ul><ul><ul><ul><li>Encourage recommendation </li></ul></ul></ul><ul><ul><ul><li>Encourage feedback </li></ul></ul></ul><ul><ul><ul><li>Respond quickly </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    19. 19. Relationship Marketing in action Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    20. 20. Vue Overview <ul><li>UK’s leading operator of modern multiplex cinemas with more than 600 screens that attract over 32 million customers every year </li></ul><ul><li>MMS is digital comms partner, charged with overhauling all digital channels </li></ul><ul><li>Objectives are to consistently: </li></ul><ul><ul><li>Retain high frequency and value customers (increase average purchase value) </li></ul></ul><ul><ul><li>Identify and attract potential high value (profitable) customers </li></ul></ul><ul><ul><li>Encourage existing and potential high value customers to purchase online </li></ul></ul><ul><ul><li>Maximise advertising and sponsorship revenue by creating a value from the customer insights available </li></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    21. 21. Vue Profiling <ul><li>A typical Vue customer profile – Londoners </li></ul><ul><li>General </li></ul><ul><ul><ul><li>Mostly single customer households </li></ul></ul></ul><ul><ul><ul><li>Aged 18-44 </li></ul></ul></ul><ul><ul><ul><li>Fairly evenly split by gender </li></ul></ul></ul><ul><ul><ul><li>Living as singles or married independents (no children) </li></ul></ul></ul><ul><ul><ul><li>Tend to visit more than the cinema closest to their home </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    22. 22. Vue Profiling <ul><ul><ul><li>A clear understanding of profit margins </li></ul></ul></ul><ul><ul><ul><li>Access to ticket sales data crucial </li></ul></ul></ul><ul><ul><ul><li>Assessing current value (spend) </li></ul></ul></ul><ul><ul><ul><li>Potential value modelling </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    23. 23. Vue targeting – value focus Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    24. 24. Vue deployment – email channel <ul><li>Dynamic ( Personalised ) Content </li></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission. Registration Confirmation Film Times Promotions Online Ticket Booking Confirmation Reactivation 20 content targets, 5 audience Segments = 1,860,480 combinations
    25. 25. Vue deployment – email channel Initial contact or re-contact Members Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    26. 26. Vue deployment – email channel Initial contact or re-contact Members Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    27. 27. Vue Activity Summary <ul><ul><ul><li>Personalised content </li></ul></ul></ul><ul><ul><ul><li>Customer lifecycle management </li></ul></ul></ul><ul><ul><ul><li>Triggered messaging </li></ul></ul></ul><ul><ul><ul><ul><li>Functional </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Event based </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Transactional </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lifecycle </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Predictive modelling </li></ul></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    28. 28. Vue Objectives Review <ul><li>Objectives/Result: </li></ul><ul><ul><li>Retain high frequency and value customers </li></ul></ul><ul><ul><ul><li>Lower churn rate achieved, increase in ticket purchase frequency and increased the average spend </li></ul></ul></ul><ul><ul><li>Attract potential high value customers </li></ul></ul><ul><ul><ul><li>Higher sign up in key regions </li></ul></ul></ul><ul><ul><li>Encourage existing and potential high value customers to purchase online </li></ul></ul><ul><ul><ul><li>Improved ticket sales online (42% incr. 08/09) plus increased traffic prior to in cinema purchase </li></ul></ul></ul><ul><ul><li>Maximise advertising and sponsorship </li></ul></ul><ul><ul><ul><li>Ticket alerts driving direct sales and second sell from cross sell opportunities, now able to tap local area marketing as well as broad reach </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    29. 29. Relationship Marketing Summary <ul><ul><ul><li>Improves customer retention </li></ul></ul></ul><ul><ul><ul><li>Reduces cost of marketing </li></ul></ul></ul><ul><ul><ul><li>Identifies priority customers </li></ul></ul></ul><ul><ul><ul><li>Word of mouth </li></ul></ul></ul><ul><ul><ul><li>A customer for life </li></ul></ul></ul><ul><ul><ul><li>Fewer competitors </li></ul></ul></ul><ul><ul><ul><li>Provides advertising opportunities </li></ul></ul></ul>Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.
    30. 30. Questions? Copyright MassMedia Studios Pty Limited.  Not to be copied or distributed without permission.

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