Three solutions are proposed: 1) Run an attention to retention campaign targeting sporadic loyal customers using outdoor mobile marketing events. 2) Optimize their website with chat support and customer dashboards to foster relationships. 3) Meet regularly with top loyal customers to gather insights and improve retention through new cross-media products.

1. Attention to Retention
Case Competition: Clear Channel

2. Business Environment
None
?
Carat,
Mindshare
Weak
CLEAR CHANNEL
DSB, CPH Airport, 3F, Coca Cola DK,
&
Banedanmark Arla foods
AFA JCDECAUX
Problematic
TV2 & TV3
High Advertising, JP
advertising

3. Issues
Main issue:
• Clear Channel experience a high decree of sporadic
rebuy
• The economic profit of longterm relationships are
almost none
• The Clear Channel brand has a lesser recognition rate
among the customers
• The salesforce’s main focus is on attention, rather than
retention.

4. Solutions
• Transfer the focus from Transactional
marketing to Relationship marketing
• Build up recognition throughout the
excisting customerbase
• Find new differentiation advantages in the
Outdoor Market vs. mass media
advertising

5. Relationship management
Creation of loyalty, customer portfolio
Repeat patronage
High Low
Strong
Loyalty Latent loyalty
Attitude
strength
Spourious loyalty No loyalty
Weak

6. Customer groups
• Loyal customers
– 79 customers, with an average gross
spending of 2.6 million DKKR over three years
• Example:
• Spourious loyal customers
– 269 companies, with an average spending of
1.3 million DKKR over three years
• Example:

7. Operational level: Solution 1
Attention to retention campaign
• Target group: Spourious Loyal Customers.
• Create an independent team, to set-up 1 or 2
market events. Consisting of sales personnel,
a sales director and a creative staff member.
• Theme: Cross media development: Outdoor
Mobile Marketing

8. Event
• 1st Goal: Create relationships
– Means: Get around the media agencies, and
have direct contact with customers
– Succesfactor: Get 5-15 direct customers relations
• 2nd Goal: Heighten attitude (recognition) for
the Clear Channel brand within the target
group
– Means: Show the positive effect of combining
traditional outdoor advertising with digital media

9. Invitation

10. Augmented reality

11. Operational level: Solution 2
Website optimization
• Create chat function on webpage
– Customer is able to get live support staff feedback
– Opportunity to create personal relationships
• Create customer login page
– Campaign dashboard, with information on current and
recent campaigns purchased
– Gives valuable feedback on campaign performance
– Reduce the need of analysis made by media
agencies

12. Tactical level solution
• Target group: Large loyal customers
• Book 2-3 meetings a year, with relationship
building as a context
• Gather relevant data and information on
customer needs on:
– Cross media advertising
– Ways to improve Clear Channels retention

13. Strategic level solution
• Knowledge gathered from the loyal client
meetings, should:
– Make a base for new product development