Building Relationships Through Database Marketing

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Building RelationshipsThrough Database Marketing

Jeanne Griffin
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What We Tested

• Test to determine the number who would provide
  the info requested
• Two Optional Lifestyle Questions
• How Do They Listen
• Favorite Artist or Band

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Project Goals

• Data Integration
• Match Web/E-News Client to Account in Legacy
  System (Currently have email address for 45 of
  Legacy DB)
• Gather Geographic Information on XPNs
  Subscribers to Assist Us in Syncing Data with
  Legacy System

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Project Goals

• Introduce Our Members to our Recently Launched
  XPN Members Only Page
• Increase the number of subscriptions to XPN
  E-News (Members Only Page)
• Obtain Sampling Info on Streamers

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Methodology

• Use the Website and Database Technology as a
  Marketing Tool to Deepen Client Relationships

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Methodology

• Online vs. On-Air
• Licensee Conducted Contest
• Requirement to Disclose Material Terms of Contest
• On-Air Requirements for Contest Rules
• Heavy Promotional Schedule Already Running
• Holiday Campaign Member Events
• Top 50 Countdown
• Eliminate Clutter and Launch Online
• Target Highly Receptive Audience

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• Positioned the Offer on XPN Members Only

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Update or Create Your Personal WXPN Profile
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Update or Create Your Personal WXPN Profile
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Good Luck in the Contest!
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Low Cost Delivery

• Easy to Execute
• Staffing Hours
• 1.5 Days Including Set-Up and Analysis
• Grand Prize was Donated
• Value to Station 400

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Highly Receptive Audience

• E-News Database (30,509)
• XPN.org
• Contest Promoted on WXPNs Members Only Page
  (4,700 Impressions)

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Incentive

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Incentive

• Update or Create Your Personal WXPN Profile
• Automatically Entered to Win an Apple iPod
  Special Edition
• Prize Courtesy of Label

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Impressive Results

• 30,509 Recipients
• 1,491 Bounced (4.89)
• 5,762 Click-Throughs to Profile (18.9)
• Response Rate 19 Completion Rate

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Results contd.

• Click-Through Rate on Other Hyperlinks
• 1.78
• Members Only Page (188)
• Contest Rules (355)

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Results

• Added 2,231 New E-Mail Addresses to our Growing
  Database of Audience Info
• 1,900 New E-News Sign-Ups

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Interest e-News

• e-News Sign-Up
• Monthly 713
• Weekly 445
• Both 807
• Total 1,965

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Results E-News Sign-Up
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Building RelationshipsThrough Database Marketing

• Ongoing Commitment to Your Customer Relationship
• Show an Interest in Your Audience
• Learn What They Value
• Encourage Them to Spend More Time with You
• Build Your Database Mutual Benefits
• Use Data to Better Serve Your Audience and
  Yourself
• Follow a Steady Path Toward Collecting Info on
  Your Audience