ABC Music
Services: Channel Strategy
Customer Touchpoint Strategy
About the Client
ABC Music is Australia’s largest independent record label. It has been in existence for around 40 years and has a massive catalogue of recordings across various genres. ABC Music is currently in the process of moving its entire catalogue online.
We have been working together in a partnership since 2010 to ensure that ABC Music stays ahead of the ‘digital’ pack and optimises all of its customer touch points in such a way that sets them apart from their competitors.
Challenge, Approach & Solution
Zuni developed a customer touchpoint strategy, which provided the ABC Music team with recommendations and a framework from which to plan, implement and efficiently execute digital activities (especially social media) that are optimised for their intended audiences.
- Articulation of the specific objectives of the ABC Music consumer touch point strategy including: Quick wins, High Level Implementation Plan, Production requirements, Recommendation of social media monitoring and engagement tools, Annotated wireframes of the website where implementation can occur and Integration plans for the promotional marketing activities across all social media elements and the website.
- Key findings from the audience and landscape research
- Clear plan for digital delivery across 2012
- Plan for internal organizational change to support ongoing digital activities and optimisation
- Thorough understanding of target markets and content consumption
- Clear understanding of key business objectives and relevant KPIs
- Clear understanding of each digital channels role in facilitating engagement and conversion across ABC Music’s customer segments
Results
- Articulation of the specific objectives of the ABC Music channels
- Plan for internal organizational change to support ongoing digital activities and optimisation
- Clear understanding of key business objectives and relevant KPIs
- Clear understandings of each digital channel’s role in facilitating engagement and conversion across ABC Music’s customer segments
- Development of internal production requirements and process
- Recommendation of social media monitoring and engagement management tools
- Annotated wireframes of the website where implementation can occur
- Integration plans for the promotional marketing activities across all social media elements and the website
Refenence Links
ABC Music has worked with Zuni a number of years now kicking off with a 2010 digital launch for a new album “Sometimes the Stars” release for the South Australian band, The Audreys. With a minimal digital spend using utilising an optimised media strategy, the highly targeted campaign achieved a staggering 1.36% CTR to purchase the album (industry average in 2010 was 0.07%).
Continuing on from the launch, Zuni developed a customer touchpoint strategy for us in 2011. This strategy saw Zuni take a deep dive into new audience research via an extremely successful incentivised survey in order to effectively identify the ways in which various audiences engage with the brand. By developing this strategy, Zuni has allowed us as a brand to really understand how we can personalise and optimise our digital communications with our customers so that it is a meaningful, memorable and aligns with business objectives.
Following implementation of the strategy, we worked together with Zuni, leveraging sound digital advice and review of our first Christmas solus eDM right from conception to end design. This eDM went on to be one of our best email sends with well above industry average open rates and click through rates.
As part of our ongoing relationship, Zuni continues their engagement with us with monthly performance reporting on all of our digital touch points which includes actionable insights and easy to understand data to reinforce it. Zuni brings to the table an in-depth knowledge of digital marketing in the social media, email and website space which result in them being able to provide us with broader industry trends and relevant opportunities to keep us ahead of the game.
Zuni has also provided as a separate piece on advice and support on ABC Music’s content planning strategy and templates which aims to educate and create a skill transfer between Zuni and the ABC Music team around content planning and how to continually optimise and monitor all the various content pieces across all of the digital channels.
We’re delighted with Zuni’s expertise and capabilities. Zuni are an extension of our digital marketing team and we look forward to strengthening our relationship in 2013.
Basil Cook
Manager
If you’re interested in speaking to Zuni about this case study and how we could help your business, please get in touch.