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eCRM Strategy
W
W
Develop an integrated eCRM program that creates behavioural change and drives frequent, repeat purchase of Tap King refills
by directly engaging and incentivising the Occasional Kings consumer segment.
Purpose of this document
W The challenge
We were concerned that Occasional Kings needed a more critical and completely different motivation
to what has been offered before, in order to to kickstart and maintain a Tap King refill behaviour.
So we took stock and revised the offer.
W Profile of an Occasional King
Purchase Behaviour: • <3 x TK purchases
• Habitual tension:
• Want to get in and out (32%) but
• Influenced by promotions (44%)
• Willing to pay for quality (products, services & experiences)
• Early adopters / influencers
Drinking behaviour: • Carefree me time
• Mostly at their home with partner
• While consuming media (40%)
• Seeking ‘escape’ and to treat themselves
Top Royal Pursuits: 1. Movies (39% of Kings)
2. Entertaining (37% of Kings)
3. Tech / Gadgets (32% of Kings)
Demographics: • Even mix of males and females
• 28 - 39 years old
• High income earners
• Urban dwellers
Liquid of choice
W Supporting data
Sales vs Loyalty by Brand
0%
7.5%
15%
22.5%
30%
TN TED HSD XXXX JBP 150 L. Chancer
% of TK Sales % of Loyal Kings (3 + Freq)
Loyal Kings
Occasional Kings
Sales Behavioural
W Content
Value Proposition
Program Development
Buyer Journey
Communications Plan
Content and Contact Plan
Next Steps
W Value proposition
Be the King of your Domain with entertainment on tap.
Watch whatever you want, whenever you want all while enjoying the best draught beer in the comfort of your castle.
W Fresh approach: Entertainment on Tap
Our eCRM strategy is anchored by a major entertainment service launch, keenly anticipated by our target audience.
We will leverage the popularity of Netflix in Australia and create a two tiered loyalty scheme that will encourage trial, prompt refill
sales and reward consistent purchasers.
Ultimately, our eCRM program will provide an in-home beer experience like no other and allow us to develop a strong,
ongoing consumer loyalty program.
Launching March 31st
W
W Picture it…
+ =
1 MONTH
SUBSCRIPTION
Media streaming: Business case
Tap King is a premium priced, high quality offering that relies on loyalty and referrals.
A recent study by Spotify shows the many loyalty and price elasticity attributes that exist in people who stream media.
Capturing consumers with these attributes helps to deliver brand advocacy and protects against switching.
W
W Media streaming: Consumer case
Media streaming (in particular VSOD) services have the highest intrinsic value of any other offer currently available, as far as our
Occasional Kings are concerned.
Australian movie and technology enthusiasts have demonstrated that they value these services well above the financial cost of
acquiring them by:
• Australians being notoriously the highest consumers of pirated entertainment content in the world
• 340,000 Australians currently hacking TV streaming services overseas - and paying for it - in order to view their content
W Media streaming and the Occasional King
Purchase Behaviour: • <3 x TK purchases
• Habitual tension:
• Want to get in and out (32%) but
• Influenced by promotions (44%)
• Willing to pay for quality (products, services & experiences)
• Early adopters / influencers
Drinking behaviour: • Carefree me time
• Mostly at their home with partner
• While consuming media (40%)
• Seeking ‘escape’ and to treat themselves
Top Royal Pursuits: 1. Movies (39% of Kings)
2. Entertaining (37% of Kings)
3. Tech / Gadgets (32% of Kings)
Demographics: • Even mix of males and females
• 28 - 39 years old
• High income earners
• Urban dwellers
Liquid of choice
W Why Netflix? - Consumer case
*Source: Google.com/trends comparative search, Australia 24th February 2015 *Source: Sandvine video downstream sources, USA, 2013
W Why Netflix? - Business case
Brand fit
Monthly mechanic
Growth / interest
Cost / value adds
O
TBC
No hardware barrier
TBC TBC TBC TBC TBC
O
OOO
W Content
Value Proposition
Program Development
Buyer Journey
Communications Plan
Content and Contact Plan
Next Steps
W Program mechanic
SILVER: Aquire (Mandatory)
GOLD: Retain (Additional)
Additional 2 x refills
*We are currently developing a partnership to secure pricing subsidies from Netflix in exchange for our co-investment in their awareness and trial targets and Samsung in exchange for new TV launch promotion.
Trigger
Reward
Surprise & Delight
33,500 unitsReward cap
Monthly, basic . subscription ($9.99)
entertainment pack: The more codes, the more chance
4 x Tap King kingies
N/A
Monthly, basic . subscription ($9.99)
W Phasing & Sales analysis
*Worst case scenario - not including partnership subsidies from Netflix.
20% Loyalty 80% Loyalty50% Loyalty
Each option uses a total of 33,500 Netflix basic subscriptions and costs < $340,000*
Total ARs: 16,750
Loyal ARs: 3,350
Total beer sold (L): 321,600
Total ARs: 9,570
Loyal ARs: 4,785
Total beer sold (L): 275,616
Total ARs: 6,700
Loyal ARs: 5,360
Total beer sold (L): 257,280
W
4500
9000
13500
18000
MAY JUN JUL AUG SEP OCT
214,400
235,840
257,280
278,720
300,160
321,600
20% repeat ongoing engagement
= GOLD: Retain (Additional)
= SILVER: Acquire (Mandatory)
= Cumulative Beer volume (L)
W 20% repeat ongoing engagement
W
4500
9000
13500
18000
MAY JUN JUL AUG SEP OCT
122,496
153,120
183,744
214,368
244,992
275,616
50% repeat ongoing engagement
= GOLD: Retain (Additional)
= SILVER: Acquire (Mandatory)
= Cumulative Beer volume (L)
W 50% repeat ongoing engagement
W
4500
9000
13500
18000
MAY JUN JUL AUG SEP OCT
85,760
120,064
154,368
188,672
222,976
257,280
50% repeat ongoing engagement
= GOLD: Retain (Additional)
= SILVER: Acquire (Mandatory)
= Cumulative Beer volume (L)
W 50% repeat ongoing engagement
W Content
Value Proposition
Program Development
Buyer Journey
Communications Plan
Content and Contact Plan
Next Steps
W
Welcome to Entertainment on Tap
Welcome back to Entertainment on Tap
TK code 1
TK Code 2
TK Code 3
TK Code 3
TK code 1
TK Code 2
Buyer journey
W Preferred platform
Dedicated App Responsive Websitevs.
*Mobile first design, expanded to web.
W Content
Value Proposition
Program Development
Buyer Journey
Communications Plan
Content and Contact Plan
Next Steps
W Two phased communications
Phase One Phase Two
Test & Learn
Contained
33,500 Redemptions
May - Oct
Refine & Expand
Open
TBC
Oct +
Objective
Acquisition
Target
Timing
W Test & learn acquisition targets
95,000Exclusive outreach
6,700 - 16,750One off Silver participation
3,350 - 5,360
7-17%
20-80%
Ongoing Gold participation
SILVER: Aquire (Mandatory)
GOLD: Retain (Additional)
W …if we need it
250,000 +
Call in brand and partner support
W Test & learn production & comms timeline
Mar
Ad
dit
iona
l C
omm
s O
pti
ons
Pla
nned
C
omm
s
Apr May Jun Jul Aug Sep Oct Nov
Inte
rnal
/
Pro
duc
tion
Production v1.0 Production v2.0
W Entertainment on tap evolution
Phase 1 - test & learn: • 6 month program • 33,500 x Netflix codes • 1 x major Samsung prize pack • Digital communication only
April 2015
FY16
Phase 2 - expand & sustain: • Ongoing program • Additional Netflix functionality:
• Personalised profile area • “Other kings viewed” feature • Exclusive events • Direct debit trial
• Additional entertainment services (TBC): • Spotify, etc.
• Additional major prizes • Through the line communications
W Content
Value Proposition
Program Development
Buyer Journey
Communications Plan
Content and Contact Plan
Next Steps
W Role of each channel
Role Become the hub of the loyalty
program by providing information and access to
rewards
Immediate Steps Review UX and create seamless
login Link automated eDM’s to
registration and redemption
Role Inform and prompt action Provide reassurance and
guidance Deliver updates
Immediate Steps Create promotional introduction
of offer eDM Create eDM templates for each
King type Create informative Netflix eDM
Create drop off templates
Role Create interest
Drive traffic to website Conversion channel (subscribers)
Immediate Steps Create cut through ‘campaign
materials’ Push people through to new
content on website Communicate loyalty program
Develop referral messaging
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Entertainment on Tap .
Example content
Your Netflix Subscription will end in 10 days
10 Trending shows on Netflix
Which Netflix blockbuster are you watching more of with your Entertainment on Tap
*Image and video content licensing are in scope of the partnership discussions with Netflix
vs.
Pick up more delicious draught beer to keep your
entertainment on tap
W Content
Value Proposition
Program Development
Buyer Journey
Communications Plan
Content and Contact Plan
Next Steps
W Next Steps & Timeline
Who What When
Lion Sign off on project scope 2nd March
White Provide confirmed SoW 5th March
Lion Approve SoW 10th March
Lion Confirm Samsung partnership & terms 13th March
White Confirm Netflix partnership & terms 13th March
White Begin production 16th March
White Tease program in March eDM 28th March
White / Lion Program launch 30th April - 14th May
White / Lion Initial program evaluation 1st June
*Timelines are based on discussed scope of works and assumptions and are subject to change is the scope does.
W
The end, or just the beginning..
