Proagrica

Farmers Weekly is the leading multimedia information service for farmers and agricultural businesses in print, online and face-to-face.

The challenges:

As one of the oldest and best known B2B publishers in the world, our client uses postal and email channels for its subscription and reactivation marketing.

Over many years response rates had been decreasing while production and postage costs were increasing, and this had led to a situation where the client was seriously considering dropping direct marketing from its overall mix. However, a substantial number of the responders and subscribers appeared to like receiving and responding by post, especially within certain sectors such as agriculture.

The client felt that, in its attempts to continually keep production costs low, creativity had suffered greatly, and this had led to a drop in response rates. In addition to this, the client was struggling to manage the long and complex chain of suppliers involved in its campaigns, including a roster of data suppliers, a data-processing company, a print house, a fulfilment house and an email-broadcasting company.

Campaigns were taking a great deal of time to produce and were blighted with problems, often leading to a “blame culture” between suppliers attempting to avoid taking responsibility for their errors.

The solution:

Rhapsody was immediately able to offer a complete solution to the campaign management problems by providing all the services that the client needed in one place. The client now had a single point of contact responsible for managing each stage of the process from data cleansing through to mailing. This delivered the convenience, efficiency and accountability that the client needed. Rhapsody’s “one company, one contact” philosophy also introduced further savings through economy of scale, meaning greater budget could be allocated to creativity and conceptual development to produce more engaging mail packs.

The results:

By taking ownership of the entire campaign process, Rhapsody was able to introduce efficiencies and improvements at every stage while lifting the burden on the client of managing multiple suppliers. This meant that budgets could be reallocated to other areas of the campaign, enabling the improved creativity the client was looking for and reducing wastage to such an extent that Rhapsody was able to capture the few mailing returns that did come back free of charge.

Rhapsody now runs all of the client’s acquisition and reactivation campaigns from start to finish.

Client quote:

“Rhapsody have consistently completed the set up and mailing of our direct mail campaigns with first class professionalism, efficiency and accuracy. Direct Mailings provide us with key revenue and subscription acquisition throughout the year and I trust Rhapsody to fulfil these integral campaigns totally.”

Will Woodrow, Marketing Manager

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Meridian Audio

Meridian Audio designs, manufactures and sells high performance audio systems through a global network of retailers, distributors and automotive partners. We implemented a new CRM system providing the foundation for more effective loyalty marketing programmes.

Challenge

Meridian wanted to build customer profiles in order to personalise marketing communications and build customer loyalty. They had accumulated a wide range of consumer data, primarily generated when customers register product purchases on mymeridian.com or via its own database. However these databases were in silos with conflicting or inconsistent product information, making customer marketing a complex and arduous task.

 

The solution:

We initially ran a health check on the data set and evaluated the quality of the contact information and product details. Much of the source data was sparse and incomplete and needed to be standardised before use could be made of it. We resolved the data conflicts by setting agreed business rules, then merging and cleansing the records.

We developed a new CRM database which is fully linked to the mymeridian.com website database and is updated automatically so that both databases are in sync.

The Meridian marketing team now has a full view of all customers with filters displaying demographic, locational or purchase data. The CRM also records email send and permission preferences, enabling opt- in and opt outs to be automatically managed.

We are able to access the CRM remotely to handle new data appends, change management, campaign extraction and logging.

Results

Meridian now has an automated, integrated database that provides an accurate, real-time profile of customers and their engagement with the brand. As the mymeridian.com website database is synchronised with the CRM, this takes the pressure away from the marketing team of having to manually manage data. They now have a powerful tool to create effective, personalised customer retention campaigns, which are based on accurate audience segments.

 

Solos Holidays

Solos Holidays is a specialist tour operator providing holidays for the single traveller. We designed and built a bespoke hosted CRM database that resulted in improved marketing ROI.

The challenges:

In 2014 Solos approached Rhapsody to help them improve customer communication and engagement and see how they could identify and reward their most loyal and valuable customers. They sought an agency that could not only provide technical solutions, but add the vital support and consultation to further develop a CRM strategy.

Solos had collected a great deal of legacy data from numerous, disparate sources as well as fresh data on a daily basis through a new CMS. The objective was to collate all information into a single resource that would allow the extraction of meaningful and truly actionable insight on customer demographics and transactions. Solos recognised that repeat business from returning customers was vital to their continued success but were frustrated that they were unable to identify or acknowledge loyal customers in a satisfactory way.

The solution:

Rhapsody’s solution was to develop and build a bespoke CRM database to provide a Single Customer View (SCV) of their business. The first stage was to import, rationalise, cleanse, de-dupe and re-format 15 years of Solos legacy booking and customer data. Once this was complete, we then channelled the fresh data gathered daily via an internal booking system and e-commerce website, through a set of custom built algorithms that would continually cleanse, verify and sense check before adding it to the main database.

Once the CRM database was active, we supplied custom-built, weekly reports that provided the client with geo-demographic, campaign response, acquisition and retention analysis. This information enabled Solos to develop segmented multi-channel marketing campaigns including targeted email communications through our managed email broadcast platform.

We also undertook a number of deep analytical projects to better understand and identify customer value, the buying process and the ROI of printed communications in the overall marketing mix.

The Results:

The new database and reporting has enabled the client (in conjunction with our campaign management services) to quickly identify key segments for more targeted marketing. Results show a clear improvement in ROI where such segmentation has been applied, with some campaigns achieving as much as three times the average response rate to a ‘one message fits all’ campaign.