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EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd. No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue. Read the full case study here: bit.ly/awwa51
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Neolane confidentialCopyright Neolane - 2010
Case Study: EMI Music
Copyright Neolane – 2010
About EMI Music
Mission is to connect artists with fans / consumers
Represent thousands of artists such as :
Copyright Neolane – 2010
Objectives for EMI Music
Reinvent their business model
Build 360° view of customer
Engage fans interactively and gain loyalty
Personalize relationships
Up-sell and Cross-sell
Funnel traffic to retail and download sites to work with partners – Develop new revenue streams
Measure and Report – Update customer profiles
A consumer-oriented approach to marketing
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Start with Data Acquisition
A centrally-stored database, updated in real time250+ web forms capture
consumer information in real-time from artists’ web sites
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Customer-Centric Information Management
THE RESULT = Fan loyalty
3+ million subscriptions in 18 months
150 campaigns / month on average
Email open rate: > 25-30%
Response rates: ~ 30%
Ten of Thousands of third-party opt-ins
2+ million qualified consumers registered for at least one service
Consumer
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Types of Relationship Campaigns
Artist communications and cross-selling
Artist newsletters
Cross-sales campaigns
Online surveys and competitions
Qualification campaigns
Recruitment campaigns
Sponsoring campaigns
Polling campaigns
Cross-channel communications
Integration of feedback from direct mail channel
Use of SMS, WAP Push, MMS to maximize traffic and increase revenue
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Results Exceeded Expectation
Strengthened brand through creation of personalized customer relationships
Mobile is totally integrated in the cross-channel mix…and it is only the beginning
Centralized customer database provides deep customer knowledge across channels
Reversed sales decline – in 18 months, digital and additional revenues increased substantially
Copyright Neolane – 2010
Contact Information
Kristin Hambelton
Senior Director of Marketing
Neolane, Inc.
617-467-6760
