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I’m in an on/off relationship
Lucy Conlan
Barbican Centre
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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
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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
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A flavour…
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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…
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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?
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Scene 1
• The audience
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Who does the Barbican attract?
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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
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Do segments behave differently? ….Yes!
Open Click Forward52%
30%
Members/Non members
13%
6%6% 3%
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Value difference
• Average annual spend per name on list
Non members
£63
£7
Members
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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
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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
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Scene 2
• The website
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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
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The old website
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What does the new website achieve?
• Personalisation
• Clear navigation
• Events coded- searchability
• Integrated promotion of membership
• Cross selling opportunity
• Podcast area
• Voting & reviews
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The new
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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
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Scene 4
• The emails
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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
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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
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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%
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New customers
5%
Customers on email
list65%
Customers new to email30%
Prize draw – reward for existing
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Email creative
• 3 Templates currently – mirror web look
• ‘Newsflash’
• Poster approach
• Weekly summary
• Membership monthly
Creative tested and reviewed
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Keeping them regular
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Bespoke E-flyers work better if they target specific audiences
A recent season launch flyer generated £180,000
Surprising them
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Being seasonal
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A consistent and managed relationship from the point of first booking
When they’re new
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When they’re committed
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When they’re renewing – Trigger!
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Scene 4
• Audience engagement
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All very well but do our customers have a voice?
• Vote for films• My first panto• Online surveys• Complaints via MD office
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Jack & the Beanstalk
• Schools marketing – panto example– Bespoke panto microsite– Schools engagement (lessons/activities)– Children/adult engagement (game)
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Promoting pantomime
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Inspiring schools: teachers & pupils
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Bean there, done that
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Retention summary
• Key – repeat attendance
• Forwarding emails
• Participation online
• Becoming a member
• Rewarding members and key segments– Hearing first– Priority booking
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Scene 5 the finale
• The all important results
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Has it worked - overall?
• 58% repeat, 42% new
• Increase in repeat spend - £1.2 million
• DM – reduced by half:
re-investment in online marketing
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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
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Has customer experience improved?
45% increase in positive comments
14% decrease in complaints
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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
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To sum up
• On/off relationship set to continue, however ‘on’ is in ascendance
• Thank you
www.barbican.org.uk