CRM database hosting, management & execution

Brief

Established in 2013 following the purchase of BBC Haymarket as part of a management buyout, River Street Events, (RSE), now manage the highly successful and renowned portfolio of BBC Good Food Shows and BBC Gardeners’ World Live events.

RSE was looking for a partner to provide a CRM database hosting and management service with ongoing customer insight analysis, support and execution. The data driven insight would enable them to provide an integrated communications strategy focused primarily on driving increased footfall to BBC Good Food Show events, via substantially improved customer retention and acquisition.

RSE had a good gut feel for who visits BBC Good Food Shows, but did not have a detailed understanding of the precise make up of its customer base by show or how to find more people like them. Moreover, they did not fully understand the relationship or migration of customers between shows or how to maximise cross show promotions to improve sales.

Action

S2 undertook an initial customer profiling and segmentation project across the 8 Good Food Shows covering venues across England, Scotland and Northern Ireland. In depth analysis of RSE’s visitor base by ticket type, frequency, socio-demographics and drive time was used to develop bespoke Pen Personas. These Personas provide detailed information on customers for each show, highlighting what they look like, how they behave and how best RSE can communicate with them. Using this understanding of lifestyles and behaviours enables RSE to tailor a comprehensive communications strategy that delivers a more informed and better targeted sales and marketing activity based on Personas for each specific show.

Our profiling work covered media communication habits and trends which RSE can now use to tailor communications more effectively increasing engagement and retention of existing customers and aiding the acquisition of new prospects.

Once a profile of Good Food Show (GFS) customers was established and the best target prospect identified for each venue, S2 could provide look-a-like prospect data for each show within a defined optimal catchment area.

Result

As part of our database hosting and management service, S2 takes daily feeds from multiple sources including RSE, the ticketing agency, the e-broadcast agency and other online feeds to develop a single customer view master CRM database. This database now drives all forms of communication.

RSE and The BBC Good Food Show now have a thorough understanding of their customer profile for each show and have the ability to target promotional activity much more effectively to drive footfall to each venue.

Understanding media communication habits and trends enables improved targeting of marketing spend geared more effectively to the correct media channels and locations where there are high numbers of potential visitors matching RSE’s customer base.

Through our hosting and management of a single customer view database, S2 is now providing ongoing profiling and analysis of current and predicted ticket sales by Pen Persona both pre and post show to help underpin promotional activity and future strategy. 

Following the success of this work, S2 now also manages the BBC Gardeners’ World Live events.