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Neolane: EMI Case Study


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EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd.
No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue.
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Neolane: EMI Case Study

  1. 1. Case Study: EMI Music Copyright Neolane - 2010 Neolane confidential
  2. 2. About EMI Music Mission is to connect artists with fans / consumers Represent thousands of artists such as : Copyright Neolane – 2010
  3. 3. Objectives for EMI Music Reinvent their business model  Build 360° view of customer  Engage fans interactively and gain loyalty  Personalize relationships  Up-sell and Cross-sell  Funnel traffic to retail and download sites to work with partners – Develop new revenue streams  Measure and Report – Update customer profiles A consumer-oriented approach to marketing Copyright Neolane – 2010
  4. 4. Start with Data Acquisition A centrally-stored database, updated in real time 250+ web forms capture consumer information in real-time from artists’ web sites Copyright Neolane – 2010
  5. 5. Customer-Centric Information Management  THE RESULT = Fan loyalty  3+ million subscriptions in 18 months  150 campaigns / month on average  Email open rate: > 25-30% Consumer  Response rates: ~ 30%  Ten of Thousands of third-party opt-ins  2+ million qualified consumers registered for at least one service Copyright Neolane – 2010
  6. 6. Types of Relationship Campaigns Artist communications and cross-selling  Artist newsletters  Cross-sales campaigns Online surveys and competitions  Qualification campaigns  Recruitment campaigns  Sponsoring campaigns  Polling campaigns Cross-channel communications  Integration of feedback from direct mail channel  Use of SMS, WAP Push, MMS to maximize traffic and increase revenue Copyright Neolane – 2010
  7. 7. Results Exceeded Expectation Strengthened brand through creation of personalized customer relationships Mobile is totally integrated in the cross-channel mix…and it is only the beginning Centralized customer database provides deep customer knowledge across channels Reversed sales decline – in 18 months, digital and additional revenues increased substantially Copyright Neolane – 2010
  8. 8. Contact Information Kristin Hambelton Senior Director of Marketing Neolane, Inc. 617-467-6760 Copyright Neolane – 2010