Discover how Stage Entertainment successfully combines emotional customer relationships and automated communication with DYMATRIX Marketing Automation.
For many years, Stage Entertainment has been synonymous with internationally successful musical and show productions such as Disney's The Lion King, Sister Act, Hinterm Horizont, Blue Man Group and Ice Age Live. Stage Entertainment is active in three areas: Production and marketing of internationally renowned musicals and shows, creative development and marketing of its own musicals and shows, and the operation of currently 26 theatres, 11 of which are in Germany. Stage Entertainment is one of the leading companies in international live entertainment and employs 3,500 people worldwide.
Millions of customers, a sophisticated contact strategy and limited marketing capacities: this constellation led to the decision to set up a comprehensive CRM system consisting of a centralised customer database, campaign management, operational CRM components, customer analytics and reporting. Each customer was to be provided with individualised and event-based communication. This includes information before the musical visit and emotional reviews after the show, coupled with attractive offers. In addition, there are regular updates on new shows, newsletters, competitions and much more. Such a contact strategy means a multiplication of campaigns and promotions. The company was aware of this fact at an early stage and was therefore looking for a solution with a high degree of automation for efficient campaign management.
The first task was to set up a customer-centred database. As the majority of the data was stored in a structured but not customer-centred way, the decision was made to use a CRM data mart for campaign management based on MS SQL Server. The CRM data mart forms the basis for customer-centred communication. Daily calculated customer contact figures guarantee compliance with the jointly defined contact strategy.
The flexible selection client enables the specialist department to set up even complex target group selections without IT support. A large number of aggregated key figures such as the number of visits to musicals, number of tickets booked, last and next visit to a musical are available for selection. It is also possible to make selections at transaction level. For example, a permanent campaign can be set up that sends each visitor an info mail on a predefined day before the event. The integrated interface to INXMAIL allows emails to be sent directly from the marketing automation tool. The desired template is selected in DYMATRIX Marketing Automation and triggered directly when the campaign is executed.
In addition, an operational CRM component (Service Centre module) was adapted to the needs of Stage Entertainment and implemented. This enables the processing of customer data and is used for manual address maintenance, authorisation handling and complaint management. Standard and ad-hoc reporting was set up to actively manage the success of the campaign.
The standardisation and automation of the campaign process make it possible to carry out targeted campaigns more effectively and efficiently with the same resources. The approach to the customer is optimised and multiple approaches are eliminated. Since the department has been able to control and select the customer potential itself, the response to campaigns has increased significantly. In addition, knowledge about customers and their data (quality) has grown significantly since the system was introduced.
Due to the success in Germany, the marketing approach and the technology used for it are currently being introduced in other European countries.