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The warmer weather in Northern Europe has put some of us Idiro folk in mind of music festivals. That reminds us of how we helped a mobile operator not so long ago.
This mobile operator customer of Idiro’s, like many of its peers, sponsors music festivals and concerts in order to build brand preference – and to reward loyal customers.
Historically, the telco gave VIP tickets away to customers chosen for their high spend or long tenure. However, a perennial problem with free tickets is that many more customers will say yes to free VIP tickets than will actually turn up on the day. Typically this operator was only seeing 35% redemption of its VIP tickets, leading to big empty spaces in the VIP area, a poorer experience for VIP guests leading to the brand experience diluted for those who did turn up, and embarrassment all round the marketing team.
The customer approached Idiro with a request to use Social Network Analysis techniques to choose the best targets for the offer of VIP tickets, to achieve the following objectives:
- Increase the % of VIP customers who show up to the concert
- Target influencers within the base with these VIP tickets, to maximise the positive word-of-mouth from the VIP experience.
Idiro tackled the problem by using the Idiro Social Model to identify influencers with strong social ties to other influencers on the base. In addition, a number of other approaches were also used to identify the right sort of groups of the most appropriate influencers for the task in hand.
We took the trouble to find small groups of influencers who knew each other and met the telco’s spend and tenure criteria for being a VIP.
And the results? The mobile operator targeted these customers with VIP tickets for the next music event – and found that the percentage of VIP customers who took advantage of the offer doubled, to 70%.
Measuring the word-of-mouth benefits of a campaign like this is difficult – because the effects can be very subtle. Nevertheless, Idiro’s customer was delighted with these results.
To learn more about how Idiro’s advanced community marketing analytics can benefit you, please contact Idiro.
