COMMUNICATION AS A SERVICE

Jan 2016

Stefaan Claes - Int’l CRM & digital marketing director

ABOUT

AMBITIONS

MY ROLE

• Corporate CRM & digital marketing team:• Center of expertise

• Development and maintenance of websites, digital apps, multi-channel campaign management platform, etc.

• Has the country marketing teams as internal clients

• 50/50 IT experts and digital marketing experts

• Corporate marketing

• IT

STRANGE THINGS IN CINEMA MARKETING

• Trailers

• Actual frequency < desired frequency

“THE BEST MARKETER”

Some points that are important in the way we approach marketing.

• The consumer is in the driving seat.(From product driven to customer driven.)

• Key values: transparency, honesty, authenticity and relevance

• From permission based to preference driven to Communication as a Service

• Data driven marketingMarketing automation

• Real time marketing

Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

FORRESTER ABOUT RELEVANCE

FORRESTER ABOUT PERSONALISATION

Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

Coverage> Reach

Quality> Effectivity

Depth> Mass communication > Segmented and One to one

Oneto

one

Segmented

Mass (Default)

Data clustering: RFM, loyalty, …

Product driven: Ladies, Students, Seniors,

…

Preference driven

“AND”, not “OR”

Social media

Social media

Social media

Web

&

Mobile

Web

&

Mobile

ATMATM

Ticket

Desk

Ticket

Desk

MoviesMeta-data,

programming

MoviesMeta-data,

programming

Preferences+ socio-demo,

opt-ins, …

Preferences+ socio-demo,

opt-ins, …

Transactions,

movie history,

wishlist

Transactions,

movie history,

wishlist

CSINPS

CSINPS

MailSegmented, “Dedicated”,

My Kinepolis, ...

MailSegmented, “Dedicated”,

My Kinepolis, ...

(Personalized)

Website(Personalized)

Website

(Personalized)

Mobile

apps

(Personalized)

Mobile

apps

OtherSmart TV, SMS,

0900, …

OtherSmart TV, SMS,

0900, …

External(Pre-)Birthday,

CSI Result,Bad Movie XP

LC2C,…

External(Pre-)Birthday,

CSI Result,Bad Movie XP

LC2C,…

InternalKey Client

Issues, Seating Comfort, …

InternalKey Client

Issues, Seating Comfort, …

Recommendation EngineRecommendation Engine

ProfilingEngineProfilingEngine

“THE MACHINE”

Are the movies we recommend the movies you want to see?

BE

FR

ES

NUMBERS: ROLE OF ONLINE (GOOGLE/TNS CONSUMER BAROMETER)

NUMBERS: WEB (BE JAN-DEC 2015)

NUMBERS: MOBILE APPS (TOTAL JAN-DEC 2014)

[data driven features on the website]

HOMEPAGE PERSONALISATION

[data driven features on the website]

MOVIE HISTORY

[data driven features on the website]

WISHLIST

[data driven features on the website]

NOTIFICATIONS AND NOTIFICATION EMAILS

[data driven features on the website]

NOTIFICATIONS AND NOTIFICATION EMAILS

[data driven features on the website]

NOTIFICATIONS AND NOTIFICATION EMAILS

MY KINEPOLIS advantages

Voordeel #1

Zomaar een gratis filmticket

voor je verjaardag!

Voordeel #2

Jouw persoonlijke

kinepolis.be homepage

Voordeel #3

Films die ik heb gezien

Voordeel #4

Check je 100 Days Card en

Family Card saldo

Voordeel #5

Filmrecensies

Voordeel #6

Get notified!

Voordeel #7

Overzicht van je tickets

Voordeel #8

Films die ik wil zien

Voordeel #9

Newsletters op maat

Voordeel #10

Straffe wedstrijden

Voordeel #11

Jouw persoonlijke film top 5

Voordeel #12

Acties en promoties

Voordeel #13

Nieuwe releases

Voordeel #14

Nog vlotter je online tickets

aankopen

General Family Women Men

AUTOMATION CAN’T DO EVERYTHING (yet?)

Content

Emotion

Magic

HAVING THE CONTENT RIGHT ISN’T ENOUGH