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
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