EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd. No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue. Read the full case study here: bit.ly/awwa51

1. Case Study: EMI Music
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2. About EMI Music
Mission is to connect artists with fans / consumers
Represent thousands of artists such as :
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3. Objectives for EMI Music
Reinvent their business model
 Build 360° view of customer
 Engage fans interactively and gain loyalty
 Personalize relationships
 Up-sell and Cross-sell
 Funnel traffic to retail and download sites to work
with partners – Develop new revenue streams
 Measure and Report – Update customer profiles
A consumer-oriented approach to marketing
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4. Start with Data Acquisition
A centrally-stored database, updated in real time
250+ web forms capture
consumer information in
real-time from artists’ web sites
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5. Customer-Centric Information
Management
 THE RESULT = Fan loyalty
 3+ million subscriptions
in 18 months
 150 campaigns / month
on average
 Email open rate: > 25-30% Consumer
 Response rates: ~ 30%
 Ten of Thousands of
third-party opt-ins
 2+ million qualified consumers
registered for at least one service
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6. Types of Relationship
Campaigns
Artist communications and cross-selling
 Artist newsletters
 Cross-sales campaigns
Online surveys and competitions
 Qualification campaigns
 Recruitment campaigns
 Sponsoring campaigns
 Polling campaigns
Cross-channel communications
 Integration of feedback from direct mail channel
 Use of SMS, WAP Push, MMS to maximize traffic and increase
revenue
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7. Results Exceeded Expectation
Strengthened brand through creation of personalized
customer relationships
Mobile is totally integrated in the cross-channel
mix…and it is only the beginning
Centralized customer database provides deep
customer knowledge across channels
Reversed sales decline – in 18 months, digital and
additional revenues increased substantially
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8. Contact Information
Kristin Hambelton
Senior Director of Marketing
Neolane, Inc.
kristin-hambelton@neolane.com
617-467-6760
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