Amodelthing is a model agency that provides models for the promotions and advertising industry. Since 2004 the agency has invested in attracting more models to its books to provide a wider range of potential work. Amodelthing enjoys success through its commitment to reliability and professionalism. These qualities allow the company to build strong relationships with clients, employees and investors.
With many more models on the books the agency faced the challenge of conveying the wider range of services that they could now provide. Initial communications to potential customers with direct marketing methods did not move the company into any new revenue streams. Customers complained that the ‘one size fits all’ type offers they were receiving were not relevant to them. Some customers were also becoming confused with the wider portfolio.
Amodelthing realised it needed a way of understanding and profiling its customers. With this information they would then be able to quickly market for potential work with targeted offers.
Objective: Amodelthing wanted to get closer to its customers
Action: Amodelthing asked smARTebusiness to develop
an online process for capturing data about its customers
to enable them to effectively segment communication
to their customers. This would enable the customer
to only receive offers that were relevant to them
as a business.
For Amodelthing’s e-marketing strategy smARTebusiness designed a competition where customers had the chance to win the use of a Porsche 911 turbo for a weekend in return for filling in an online survey. The survey was designed to enter answers straight into the smARTmail database, smARTebusiness's e-mail marketing platform. Questions were designed to uncover buying preferences such as: - What exhibitions they promoted at - What medium they used for promotion - What competitor agency they use Amodelthing then identified future potential booking opportunities and with smARTstudiosUK’s design team developed a set of email templates that could be used for different offers.
Offers were then sent out to segmented customers.
This had the benefit of allowing price level segmentation
for differing groups of clients. Revenue was increased
by not focusing on price for non price sensitive
customers and communicating other benefits. SmARTmail
then also tracked all email interaction such as opening
rates, click through and response rates, to further
understand customer’s needs. For example customers
viewing and responding to information about exhibitions,
were then included on the exhibition mail outs.
Results: This email marketing strategy had the knock
on effect of reducing the cost of the traditional
direct marketing approach that Amodelthing had previously
used. Through using e-marketing to understand their
customers, amodelthing has been able to find extra
niches which improved their revenue streams in traditionally
lean times during the promotional calendar. On average
bookings are up 100% on last year now that offers
are finding the right customer. Marketing costs have
also lowered by 20%.
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