The dm Forum is where professional marketers come to learn and grow. Exceptional speakers are complemented by thought-provoking discussion– and the latest instalment was no exception.
February speakers brought insights from on field and in the theatre.
Mohit Bhargava of Village Cinemas and Ben Jenkins of Richmond Football Club gave two different accounts of loyalty.
Mo Bhargava explained how to go beyond the shallow notions of customer service and loyalty programs. He presented a case study– the case of a disgruntled patron called Bob. Bob’s expired ticket voucher was rejected, so he took to social media to voice his disappointment. Turns out Bob was a seriously committed customer of Village– worth about $428 to the cinema every year.
In Mo’s eyes, this was a call to action, and it prompted a significant change in thinking. Village focused on regaining Bob’s loyalty rather than his patronage. With better understanding, Mo explained, comes better customer experiences. So they collapsed their customer experience and service intelligence to create a single customer view. The result was a reward that made Bob want to come back– not just a popcorn voucher.
This led into a deeper discussion about customer understanding. Understanding Australia’s racial and cultural diversity, he said, is essential to marketing success. His case study was The Fast And The Furious series, where understanding diversity made serious cash. Vin Diesel made a film that attempted to reflect the experience of people of colour in Los Angeles. It might not win on Rotten Tomatoes, but the series is still smashing box offices.
Ben Jenkins of Richmond Football club told a different story of customer loyalty. Aside from the Mighty ‘Pies, Richmond is the biggest club in the AFL. They’ve got a rich and strong history, but they’ve been having a tough few seasons…
In this unique case study, he talked about how to keep a community of fans engaged even when you have no control over the success of the team. Because of this uncertainty, Richmond’s marketers have to be proactive and reactive. Being proactive means always anticipating eventualities– positive or negative– and marketing around those. And reactive is the rollout of this. Win or lose, bad press or good press, the team is covered.
But of course, it’s not just a team that Richmond is marketing– it’s a community. It’s a diverse community, and the club wants to create an even more diverse one. But how do you speak to everyone at once? To capture new fans, and to engage existing ones, they use one magic umbrella tool: content. They use the wealth of content available to them as a football club and blast it out via every channel they can. Snapchat, Facebook, Podcasts, Email, Television, Billboards, Radio: no age group is left untapped. … It might sound haphazard, but they use detailed audience insights to keep it targeted and specific. It’s hard work, but the Tigers are no strangers to that.
The take-away message was the power of audience insight. Traditional approaches and traditional assumptions are not enough anymore– you need to understand your audience to win them over.
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