Feld Entertainment

Taking a new approach to Feld’s CX design.

We saw an opportunity to redefine Feld’s CX design and support customer relationship management (CRM) to create targeted communications that worked.

1:85

ROAS on social media

18,000

email signups after GDPR cleanse

48:1

ROI from eCRM programme

Making memories

We have a long-standing partnership with Feld Entertainment promoting their Disney On Ice!, Marvel Universe LIVE! and Monster Jam events across the UK, and we could see an opportunity to add more of that magic to their overall customer experience.

Walking in customers’ shoes

First, we needed to understand the customer base, their needs and expectations. We undertook a range of qualitative and quantitative research, then brought it to life with needs-based profiles. We presented our findings in a workshop that put senior stakeholders in their customers’ shoes to start redefining their CX design.

Putting it all together

Despite Feld having a wealth of data, none of it was connected. We pulled together transactional, social, venue, ticketing, partner and media performance information into one consolidated platform. With one single hub, they could now collect, house and interpret data, creating powerful insights.

Results

This hub helped us build a strong eCRM programme with highly targeted communications based on audience profiles and preferences. It also told us that Feld’s audience were hungry for more brand touchpoints in and around venues to assist and entertain them – which led to us introducing pre-ordering applications for merchandise, food and drinks directly to their seats. What’s more, we were even able to attract new partners and sponsorship opportunities.

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