Date post: | 18-Dec-2014 |
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Business |
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I’m in an on/off relationship
Lucy Conlan
Barbican Centre
Scene setting: Outline of business
Scene 1: The audience
Scene 2: The website
Scene 3: The emails
Scene 4: Audience engagement
Scene 5: Summary results
Background
• Established arts centre
• 5 key product areas plus membership
• Sub brands and 600 product lines
My role:– To lead on the Barbican’s strategy for customer
relationships
The Barbican
A flavour…
The stars
Ralph Fiennes, Marianne Faithfull,
Damon Albarn, Cecilia Bartoli,
Ken Loach, Mike Leigh,
Deborah Warner, Courtney Pine,
Amy Winehouse, Dizzy Gillespie
Valery Gergiev, Roger Moore
and many many more…
Challenges
• Surplus of research information
• Deficit of direct and online information
• Membership scheme in decline
• No ‘joined up’ customer thinking; teams working in silos
• No testing structure
What marketing challenges did I face?
Scene 1
• The audience
Who does the Barbican attract?
How did we target such an audience?
• Didn’t look at them too hard
• Stepped back and used RFV parameters
• Gave accessible names – Active & Rusty
• Members isolated and at top of hierarchy
• Apply segmentation to email and direct mail
Do segments behave differently? ….Yes!
Open Click Forward52%
30%
Members/Non members
13%
6%6% 3%
Value difference
• Average annual spend per name on list
Non members
£63
£7
Members
CRM overview
For key product launches:
• Stage 1: Launch online to members first
• Stage 2: Follow up to non member online audience
• Stage 3: DM (where responders excluded)
• Stage 4: Email follow up– Non members, and offline customers
reminded of benefit of membership and online
Response by media
Launch email
Income
£0
£2,000
£4,000
£6,000
£8,000
£10,000
£12,000
£14,000
£16,000
12/06/2007
14/06/2007
16/06/2007
18/06/2007
20/06/2007
22/06/2007
24/06/2007
26/06/2007
28/06/2007
30/06/2007
02/07/2007
04/07/2007
06/07/2007
08/07/2007
10/07/2007
12/07/2007
14/07/2007
16/07/2007
18/07/2007
20/07/2007
22/07/2007
24/07/2007
26/07/2007
28/07/2007
30/07/2007
01/08/2007
03/08/2007
05/08/2007
Members’ email
Contemporary email list
Brochure LandMembers Brochure Land
Scene 2
• The website
Website
• Why change it?– Previous website ‘tired’– Difficult to navigate– Could end up in a cyber cul de sac– Limited cross selling opportunities– Prior to change online sales at 5%– Box office were too good! Needed to raise the
stakes online and gain more advance sales
The old website
What does the new website achieve?
• Personalisation
• Clear navigation
• Events coded- searchability
• Integrated promotion of membership
• Cross selling opportunity
• Podcast area
• Voting & reviews
The new
Does the audience love it?
• Recent emailed survey:– 87% state booking online is preferred– 65% use the website to find out more before
booking
• Main reasons for booking:Choosing their own seat
Flexibility
Scene 4
• The emails
The email audience
• Grows by 3% a month (at 130k)– prize draw and viral activity– Home page sign up
• Customised email system for ‘quick’ targeting solutions– Last purchase – Membership status
Loyalty encouraged by messaging
• Online offers – ‘exclusive’, ‘launch’
• Hear of event before the general public
• Listen to the artist – try before you buy
• Play the game – dinosaurs & all
Challenging apathy
• We haven’t heard from you
• We still haven’t heard from you
• Prize draw
• OK, we’ll just talk to you each week
Reactivates 5%
New customers
5%
Customers on email
list65%
Customers new to email30%
Prize draw – reward for existing
Email creative
• 3 Templates currently – mirror web look
• ‘Newsflash’
• Poster approach
• Weekly summary
• Membership monthly
Creative tested and reviewed
Keeping them regular
Bespoke E-flyers work better if they target specific audiences
A recent season launch flyer generated £180,000
Surprising them
Being seasonal
A consistent and managed relationship from the point of first booking
When they’re new
When they’re committed
When they’re renewing – Trigger!
Scene 4
• Audience engagement
All very well but do our customers have a voice?
• Vote for films• My first panto• Online surveys• Complaints via MD office
Jack & the Beanstalk
• Schools marketing – panto example– Bespoke panto microsite– Schools engagement (lessons/activities)– Children/adult engagement (game)
Promoting pantomime
Inspiring schools: teachers & pupils
Bean there, done that
Retention summary
• Key – repeat attendance
• Forwarding emails
• Participation online
• Becoming a member
• Rewarding members and key segments– Hearing first– Priority booking
Scene 5 the finale
• The all important results
Has it worked - overall?
• 58% repeat, 42% new
• Increase in repeat spend - £1.2 million
• DM – reduced by half:
re-investment in online marketing
Has it worked online?
• Online sales at 60% (5% in 2003)
• Email – we have 67% of bookers email addresses
• Membership base grown 11k to 15k
Has customer experience improved?
45% increase in positive comments
14% decrease in complaints
So much still to do!
• Our alternative venue: – The website; Barbican without walls
– Communities• On the website• Social networking• Involving the artists more
Establishing what is and isn’t in our control
To sum up
• On/off relationship set to continue, however ‘on’ is in ascendance
• Thank you
www.barbican.org.uk