“BullsEye CX approached our problem with a totally fresh set of eyes. We now know exactly how much live entertainment contributes to our business and have since been given a heightened understanding of which advertising media is most suitable for different market segments. This fresh intelligence will drive our marketing strategy in the future.”
This case study explores some of the challenges faced by one of BullsEye CX’s clients in the leisure industry.
Our client operated a large venue with a diverse mix of service offerings. To promote live entertainment and events at the venue, this client was spending more than $250,000 a year on external advertising. As time passed, the client began to wonder if this was necessary: live entertainment had been a part of their service offering for a long time, and this figure did seem quite high. The question for BullsEye CX was this: Did the client still require this high spend on external advertising? Was it still relevant for their business and customers?
Firstly, BullsEye CX assessed the media channels the client was using to promote their venue’s entertainment offerings. This assessment looked at: ¥ Traditional channels – flyers, local newspapers, billboards ¥ Electronic channels – website, SMS, social media, email To support this review BullsEye CX also collected, stored and analysed 6 months of customer transaction data regarding live entertainment performances at the venue. Customers who purchased tickets were segmented to provide a profile and dollar value. This segmentation allowed BullsEye CX to compare which customers were responding to the different types of live performances and advertising media.
By mapping the spending patterns of more than 2,000 customers, BullsEye CX were able to measure the direct and indirect revenue streams that live entertainment was generating for the clients. BullsEye CX then measured the relationship between genres of entertainment, primary communication media and the spending patterns of customer segments.
More than 90% of members who viewed the entertainment schedule on the client website failed to purchase a ticket. However, more than 7% of these members went onto purchase a ticket after being sent a customised communication: the trick was converting interest into sales.
The impact of billboard advertising was low when it came to generating sales.
More than 50% of local community members who responded to local newspaper offers fit precisely within the primary target market of the venue -this opportunity was one not to be missed.
Following these insights, BullsEye CX worked with the venue’s marketing team to design and deliver smaller external advertising campaigns, focused specifically on different media that had been used previously.
“The Member Alignment Program that BullsEye CX developed really got our staff¬ thinking what drives our members purchase decisions. BullsEye CX has helped us achieve some great trading results with profits that have not been enjoyed for years.”
Chief Executive Officer, Halekulani Bowling Club
“We knew that great service would drive our business forward, BullsEye CX creates a tangible structure that binds together a range of customer service tactics. The Service Blueprinting program allowed us to identify what members really want in a service package and gave us a tool to measure changes in customer satisfaction.”
Chief Executive Officer, Dapto Rugby League Club
“BullsEye CX was able to identify a service delivery pathway for the Club that has resulted in direct benefits to our Members.”
General Manager, Kogarah RSL Club
Why work with BullsEye CX?
By working with BullsEye CX you will benefit from specialist skills, technology and best- practice industry experience. Get in touch today to find out how Bulls Eye CX can help with your business needs.
About BullsEye CX
BullsEye CX is a leader in consulting, business intelligence and customer centric training in the Australian Licensed Clubs and gaming industries. With competencies in high- end data analytics, problem solving and streamlined coaching service, through workshops and certification courses, BullsEye CX delivers value for its clients through customer retention, business optimisation as well as both revenue and bottom line growth.BullsEye CX delivers unmatched excellence to our clients by harnessing the power of customer intelligence, no matter the organisation size or stage in their growth trajectory.