Presentatie uit het congres 'Ondernemen in de toekomst is waardengedreven', georganiseerd door Business Education en Katholiek Onderwijs Vlaanderen.

1. COMMUNICATION AS A SERVICE
Jan 2016
Stefaan Claes - Int’l CRM & digital marketing director

2. ABOUT

6. AMBITIONS

7. 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

8. STRANGE THINGS IN CINEMA MARKETING
• Trailers
• Actual frequency < desired frequency

9. “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 marketing
Marketing automation
• Real time marketing

10. Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.
FORRESTER ABOUT RELEVANCE

11. FORRESTER ABOUT PERSONALISATION
Source: Marketing Embraces Its Data-Driven Future, Forrester, April 2014.

14. Coverage
> Reach
Quality
> Effectivity
Depth
> Mass communication > Segmented and One to one

15. One
to
one
Segmented
Mass (Default)
Data clustering: RFM, loyalty, …
Product driven: Ladies, Students, Seniors,
…
Preference driven
“AND”, not “OR”
Social media
Social media
Social media

16. Web
&
Mobile
Web
&
Mobile
ATMATM
Ticket
Desk
Ticket
Desk
Movies
Meta-data,
programming
Movies
Meta-data,
programming
Preferences
+ socio-demo,
opt-ins, …
Preferences
+ socio-demo,
opt-ins, …
Transactions,
movie history,
wishlist
Transactions,
movie history,
wishlist
CSI
NPS
CSI
NPS
Mail
Segmented,
“Dedicated”,
My Kinepolis, ...
Mail
Segmented,
“Dedicated”,
My Kinepolis, ...
(Personalized)
Website
(Personalized)
Website
(Personalized)
Mobile
apps
(Personalized)
Mobile
apps
Other
Smart TV, SMS,
0900, …
Other
Smart TV, SMS,
0900, …
External
(Pre-)Birthday,
CSI Result,
Bad Movie XP
LC2C,
…
External
(Pre-)Birthday,
CSI Result,
Bad Movie XP
LC2C,
…
Internal
Key Client
Issues, Seating
Comfort, …
Internal
Key Client
Issues, Seating
Comfort, …
Recommendation
Engine
Recommendation
Engine
Profiling
Engine
Profiling
Engine
“THE MACHINE”

17. Are the movies we recommend the movies you want to see?
BE
FR
ES

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

19. NUMBERS: WEB (BE JAN-DEC 2015)

20. NUMBERS: MOBILE APPS (TOTAL JAN-DEC 2014)

23. [data driven features on the website]
HOMEPAGE PERSONALISATION

24. [data driven features on the website]
MOVIE HISTORY

25. [data driven features on the website]
WISHLIST

26. [data driven features on the website]
NOTIFICATIONS AND NOTIFICATION EMAILS

27. [data driven features on the website]
NOTIFICATIONS AND NOTIFICATION EMAILS

28. [data driven features on the website]
NOTIFICATIONS AND NOTIFICATION EMAILS

29. 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

30. General Family Women Men
AUTOMATION CAN’T DO EVERYTHING (yet?)

31. Content
Emotion
Magic
HAVING THE CONTENT RIGHT ISN’T ENOUGH