STARTING MEANINGFUL CONVERSATION THROUGH MULTI-CHANNEL COMMUNICATIONS
When MediaCom were challenged by Universal Pictures to help them flesh out their CRM program, they knew they could turn to their preferred partner Response One for expert help.
Universal Pictures are famous for their innovation on the big screen, but with cinemas obtaining audience data at point of purchase, they wanted a way to interact with their consumers across multiple touch-points.
Combining Universal's determination and Response One’s market-leading experience in loyalty programs, data and CRM, we pioneered a unique CRM programme designed to allow Universal Pictures to fully harness the power of their communications.
To create a valuable CRM programme we firstly needed to gain a deep understanding of what CRM meant to Universal Pictures.
Through workshops we established individual and business goals alongside providing clarity around what value CRM would add to the customer journey. These workshops solidified Universal Pictures trust in our expertise and provided invaluable insight in to how to successfully build a loyalty program through CRM.
In order to create personalised communications across all channels we needed to understand their customers; what were their favourite movies? What were their genre interests? How often do they visit the cinema? - All critical insight we could not obtain through email data capture alone.
In order to achieve this we knew their audience needed to feel part of Universal Pictures; we needed to create an intelligent membership sub-brand in which Universal Pictures advocates could interact – which is when ‘our universe’ was born.
The platform provided Universal’s audience with a central community hub allowing access to exclusive content, special offers, competitions and the chance to win tickets to screenings and premieres.
This approach was by no means a quick fix; it was about creating a fundamental customer-centric business model which complimented the values of their audience.
Following the launch of 'our universe' on their website, Universal Pictures incentivised sign-up with 50% off Universal Pictures movie box sets via www.zoom.co.uk, with a plan to extend to other partnerships.
SIGN UP TO “OUR UNIVERSE”
Working together with Universal Pictures, Response One designed and built the “our universe” sign up form, enabling us to capture data at events and through social media campaigns. The sign up form captures customer contact details and movie preferences to enable us to serve personalised content and derive customer insight.
WELCOME TO “OUR UNIVERSE”
Using the data we collect at sign up, we send out personalised welcome emails and monthly newsletters, with details on box office releases, exclusive behind the scenes news and competitions. We also announce exciting trailer breaks targeted to those customers that have asked to be reminded.
Using the insights generated from this partnership, we are continuing to develop the customer journey through all channels with Universal, specifically looking at the film life-cycle and up-sell.