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Congres ondernemen in de toekomst - Kinepolis

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Presentatie uit het congres 'Ondernemen in de toekomst is waardengedreven', georganiseerd door Business Education en Katholiek Onderwijs Vlaanderen.

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Congres ondernemen in de toekomst - Kinepolis

  1. 1. COMMUNICATION AS A SERVICE Jan 2016 Stefaan Claes - Int’l CRM & digital marketing director
  2. 2. ABOUT
  3. 3. AMBITIONS
  4. 4. MY ROLE • Corporate CRM & digital marketing team: • Center of expertise • Development and maintenance of websites, digital apps, multi- channel campaign management platform, etc. • Has the country marketing teams as internal clients • 50/50 IT experts and digital marketing experts • Corporate marketing • IT
  5. 5. STRANGE THINGS IN CINEMA MARKETING • Trailers • Actual frequency < desired frequency
  6. 6. “THE BEST MARKETER” Some points that are important in the way we approach marketing. • The consumer is in the driving seat. (From product driven to customer driven.) • Key values: transparency, honesty, authenticity and relevance • From permission based to preference driven to Communication as a Service • Data driven marketing Marketing automation • Real time marketing
  7. 7. Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014. FORRESTER ABOUT RELEVANCE
  8. 8. FORRESTER ABOUT PERSONALISATION Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.
  9. 9. Coverage > Reach Quality > Effectivity Depth > Mass communication > Segmented and One to one
  10. 10. One to one Segmented Mass (Default) Data clustering: RFM, loyalty, … Product driven: Ladies, Students, Seniors, … Preference driven “AND”, not “OR” Social media Social media Social media
  11. 11. Web & Mobile Web & Mobile ATMATM Ticket Desk Ticket Desk Movies Meta-data, programming Movies Meta-data, programming Preferences + socio-demo, opt-ins, … Preferences + socio-demo, opt-ins, … Transactions, movie history, wishlist Transactions, movie history, wishlist CSI NPS CSI NPS Mail Segmented, “Dedicated”, My Kinepolis, ... Mail Segmented, “Dedicated”, My Kinepolis, ... (Personalized) Website (Personalized) Website (Personalized) Mobile apps (Personalized) Mobile apps Other Smart TV, SMS, 0900, … Other Smart TV, SMS, 0900, … External (Pre-)Birthday, CSI Result, Bad Movie XP LC2C, … External (Pre-)Birthday, CSI Result, Bad Movie XP LC2C, … Internal Key Client Issues, Seating Comfort, … Internal Key Client Issues, Seating Comfort, … Recommendation Engine Recommendation Engine Profiling Engine Profiling Engine “THE MACHINE”
  12. 12. Are the movies we recommend the movies you want to see? BE FR ES
  13. 13. NUMBERS: ROLE OF ONLINE (GOOGLE/TNS CONSUMER BAROMETER)
  14. 14. NUMBERS: WEB (BE JAN-DEC 2015)
  15. 15. NUMBERS: MOBILE APPS (TOTAL JAN-DEC 2014)
  16. 16. [data driven features on the website] HOMEPAGE PERSONALISATION
  17. 17. [data driven features on the website] MOVIE HISTORY
  18. 18. [data driven features on the website] WISHLIST
  19. 19. [data driven features on the website] NOTIFICATIONS AND NOTIFICATION EMAILS
  20. 20. [data driven features on the website] NOTIFICATIONS AND NOTIFICATION EMAILS
  21. 21. [data driven features on the website] NOTIFICATIONS AND NOTIFICATION EMAILS
  22. 22. MY KINEPOLIS advantages Voordeel #1 Zomaar een gratis filmticket voor je verjaardag! Voordeel #2 Jouw persoonlijke kinepolis.be homepage Voordeel #3 Films die ik heb gezien Voordeel #4 Check je 100 Days Card en Family Card saldo Voordeel #5 Filmrecensies Voordeel #6 Get notified! Voordeel #7 Overzicht van je tickets Voordeel #8 Films die ik wil zien Voordeel #9 Newsletters op maat Voordeel #10 Straffe wedstrijden Voordeel #11 Jouw persoonlijke film top 5 Voordeel #12 Acties en promoties Voordeel #13 Nieuwe releases Voordeel #14 Nog vlotter je online tickets aankopen
  23. 23. General Family Women Men AUTOMATION CAN’T DO EVERYTHING (yet?)
  24. 24. Content Emotion Magic HAVING THE CONTENT RIGHT ISN’T ENOUGH

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