Chelsea FC Membership
Introduction • Our relationship with our customers are a team effort – membership is about the fans, it’s about ticketing, it’s about CRM and it’s about the future prosperity of Chelsea FC. • A scheme that ticks all the boxes - membership should make (more) money but also serve as a tool to grow the fan base • Give the fans a choice. Offering something for everyone. • A membership scheme and a communications plan developed using market & fan research as well as analysis
Objectives 1. 2. 3. 4. 5. 6. Build better relationship with our fans Listen to what fans want Grow paid for membership from 60, 000 to 97, 000 125, 000 e-members (both adults and Juniors) Reduce costs & maximise revenue opportunity Create a membership scheme that will be compatible with a future loyalty programme
UK Membership Comparison Year 70000 2006/2007 – 65, 621 60000 2005/2006 – 62, 939 # 2007/2008 – 56, 821 50000 M e m b e r s 40000 2004/2005 - 45, 000 30000 2003/2004 - 27, 000 20000 10000 0 April May June July August September October Month November December Research Says… January
Member Research Membership Satisfaction 2005/2006 18% 38% 45%
Member Research • 78% members would recommend friends/family with right incentive • 97% members happy to renew if offering remains consistently high • 69% Ticket access is still the key motivator (25% quoted loyalty to the club) • 17% of lapsed members forgot to renew
Last Season Customer Hierarchy Season Tickets (25, 000) Members (56, 821) Database (200, 000 marketable of a total of 670, 000) Monthly unique visitors to chelseafc. com (1. 4 million global) (659, 400 UK users)
Customer Segmentation • Customer profiling has established unique customer segments or ‘clusters’ of very different groups of people who interact with CFC in different ways and have varying needs and motivations • These segments have helped shape our membership proposition
Segmentation 3 £ 1, 000 Customer Spend 1 2 4 5 £ 250 6 7 8 2006/2007 Season £ 0 Date of last interaction 9 2007/2008 Season
Communication strategy Segment Characteristics 1. Man of the Match Highest consumer spend and match attendance 2. Vice Captains High consumer spend, high match attendance 3. Out with Injury High consumer spend and match attendance – last season only 4. Flag Flyers Medium spend, high match attendance, heavy brand engagement 5. Gentleman Fan Medium spend, high match attendance, low brand engagement 6. Out of Favour Medium consumer spend and match attendance – last season only
Communication strategy Segment Characteristics 7. New Signings Low consumer spend and match attendance 8. Fan Family Non match attendance but engage with the brand 9. Gifters Merchandise purchasers 10. Fans for Life Children 11. Members with Children Non member children 12. International Match Players International consumers that attend matches 13. International Brand Players International consumers that don’t attend matches
Customer Insight Driven Product Development
Free e-membership – Why? • We have 261, 000 International Brand Interactors (don’t buy tickets but do engage in another way e. g website, kitbag) • Being ‘part’ of something second most sited reason for being a member • We have 113, 000 UK Brand Interactors • Most of the competition currently have free online offering (with registration) • Challenging data targets • 53% members & 84% supporters would like free online membership* • 63. 8% population has internet access** • From 2003 43% increase in broadband (UK population)*** • We have 1. 4 unique visitors to the web-site a month and we don’t know who they are. Source: *Chelsea Research Conducted **Neilsen/NR ***National Statistics
Free e-membership • Objectives: - Data Generation (with future revenue generation) • More contactable info - Build the foundation for future loyalty scheme - Upsell paid for membership and cross-sell other CFC products Target 100 k new/additional contacts
Free e-membership • Promotion – Consistently promoted throughout season. – Across CFC media & Chelsea. FC. com homepage • Registration – Give people reason to register by clearly explain benefits of joining – Easy to join & simple data capture – Further data capture opportunities • Website sticky content – Quality e-offering – Relevant (updated) content = customers returning • E-comms – Communicate relevant & timely communications – Cross sell & up sell paid for membership (This activity will commence 1 month from the new website launch)
Free Junior e- membership - why? • 18, 000 5 to 15 year old brand interactors • 62% of our under-18 members would consider an e-members scheme • 63% of Children have access to the internet* • Boys (U 16) spend 1. 9 hours a day on the internet, girls 2. 1 hours a day • 72% of all children U 16 have visited a social networking site, and over half of them have set up their own profile. Children as young as eight are now signing up. *Ofcom research
Free Junior e-membership – ‘Building fans for the future’ • Objectives: – To grow the number of Chelsea junior supporters on the database – To upsell Chelsea junior ‘paid for’ membership scheme – Grow long term support and life time value – Attract sponsor – Capture fans at a critical age Target 25, 000
£ 10 Junior Membership – Why • Supports the CFC Junior strategy – maintain and obtain • Obtains good PR for the club • An increase in price for 07/08 has seen a drop off in membership • Competition – some clubs attract Juniors by either having a free scheme (Man City) or a low-cost Junior option (Newcastle)
£ 10 True Blue Junior membership • Objectives – Grow long term support and life time value – Capture fans at a critical age – Grow Database Target 25, 000
£ 10 Junior True Blue Membership Pack • Welcome booklet • Wall chart • Certificate • DVD • Poster • Voucher booklet – kids offers Above collated in a container & mailed in box (October) TBA Plus • • • Team. Card Birthday and Christmas cards ‘Bridge Kids’ bi-annual magazine ‘Bridge Kids’ weekly email Free kids membership online access
Adult True Blue – more flexibility Type Cost Rational Ticket Only (50 k) £ 25 In a recent survey 69% of members said tickets were key motivator for joining membership 6655 ‘gentleman’ fans – buy tickets but never buy product Ticket & magazine (10 k) £ 32 Ticket & pack & magazine (5 k) £ 42 Ticket & pack & online magazine (overseas only) (5 k) £ 42 86% of members prefer the hardcopy of the Chelsea magazine 93% are satisfied with the current membership 108, 000 ‘gifters’ Flag Flyers Our overseas members complained about the current price of True Blue membership (£ 90) 261, 000 International fans engaging but priced out
New Season Customer Hieracrchy Premium Season Tickets True Blue (Tiered) 70 k Adults (TBC) Up sell E-Membership 100 k (TBC) FREE Database 200 k Marketable of total of 670, 000 1. 4 million unique visits to website (659, 400 UK users)
Targeted Marketing and Communications
Targeting • Our customer segments have helped shape our retention, acquisition and member communications. • Communications strategy has been developed to ensure content of message, tone of voice, time a frequency of communication will be tailored to each segment. • Ongoing analysis & evaluation will continue to feedback into the planning process and revise the contact strategy.
Communication strategy Segment Characteristics Communication Product 1. Man of the Match Highest consumer spend and match attendance Retention - personalised invitation letter Premium 2. Vice Captains High consumer spend, high match attendance Retention – second target for Xtra Premium 3. Out with Injury High consumer spend and match attendance – last season only Telemarketing True Blue - choice 4. Flag Flyers Medium spend, high match attendance, heavy brand engagement Retention - high value DM True Blue – ticket, pack and magazine 5. Gentleman Fan Medium spend, high match attendance, low brand engagement Retention - high value DM True Blue - ticket only 6. Out of Favour Medium consumer spend and match attendance – last season only Research and retain ‘reason to believe’ email True Blue - choice
Communication strategy Segment Characteristics Type of campaign Product 7. New Signings Low consumer spend and match attendance Acquisition and retention – email Staged - True Blue and e. Memership 8. Fan Family Non match attendance but engage with the brand Acquisition – email True Blue 9. Gifters Merchandise purchasers Acquisition of friend or family – email to gifter True Blue – ticket, pack and magazine 10. Fans for Life Children Acquisition and retention – email £ 10 Childrens 11. Members with Children Non member children Acquisition of child – email to parents £ 10 Childrens 12. International Match Players International consumers that attend matches Acquisition and retention – email True Blue – ticket, pack and online magazine 13. International Brand Players International consumers that don’t attend matches Acquisition and retention – email e. Membership
Results So Far
Results
Results
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