Chelsea FC Membership
Introduction
•Our relationship with our customers are a team effort – membership is about the
fans, it’s about ticketing, it’s about CRM and it’s about the future prosperity of
Chelsea FC.
•A scheme that ticks all the boxes - membership should make (more) money but
also serve as a tool to grow the fan base
•Give the fans a choice. Offering something for everyone.
•A membership scheme and a communications plan developed using market &
fan research as well as analysis
Objectives
1.
2.
3.
4.
5.
6.
Build better relationship with our fans
Listen to what fans want
Grow paid for membership from 60,000 to 97,000
125,000 e-members (both adults and Juniors)
Reduce costs & maximise revenue opportunity
Create a membership scheme that will be compatible with a future
loyalty programme
UK Membership Comparison Year on Year
70000
2006/2007 – 65,621
60000
2005/2006 – 62,939
#
2007/2008 – 56,821
50000
M
e
m
b
e
r
s
40000
2004/2005 - 45,000
30000
2003/2004 - 27,000
20000
10000
0
April
May
June
July
August
September October
Month
November December
Research Says…
January
Member Research
Membership Satisfaction
2005/2006
18%
38%
45%
Member Research
• 78% members would recommend friends/family with right
incentive
• 97% members happy to renew if offering remains consistently
high
• 69% Ticket access is still the key motivator (25% quoted loyalty
to the club)
• 17% of lapsed members forgot to renew
Last Season Customer Hierarchy
Season Tickets
(25,000)
Members
(56,821)
Database
(200,000 marketable of
a total of 670,000)
Monthly unique visitors to
chelseafc.com
(1.4million global)
(659,400 UK users)
Customer Segmentation
• Customer profiling has established unique customer segments or
‘clusters’ of very different groups of people who interact with CFC
in different ways and have varying needs and motivations
• These segments have helped shape our membership proposition
Segmentation
3
£1,000
Customer Spend
1
2
4
5
£250
6
7
8
2006/2007 Season
£0
Date of last interaction
9
2007/2008 Season
Communication strategy
Segment
Characteristics
1. Man of the Match
Highest consumer spend and match attendance
2. Vice Captains
High consumer spend, high match attendance
3. Out with Injury
High consumer spend and match attendance – last season only
4. Flag Flyers
Medium spend, high match attendance, heavy brand
engagement
5. Gentleman Fan
Medium spend, high match attendance, low brand engagement
6. Out of Favour
Medium consumer spend and match attendance – last season
only
Communication strategy
Segment
Characteristics
7. New Signings
Low consumer spend and match attendance
8. Fan Family
Non match attendance but engage with the brand
9. Gifters
Merchandise purchasers
10. Fans for Life
Children
11. Members with Children
Non member children
12. International Match
Players
International consumers that attend matches
13. International Brand
Players
International consumers that don’t attend matches
Customer Insight Driven Product Development
Free e-membership – Why?
• We have 261,000 International Brand Interactors (don’t buy tickets but do
engage in another way e.g website, kitbag)
•Being ‘part’ of something second most sited reason for being a member
•We have 113,000 UK Brand Interactors
•Most of the competition currently have free online offering (with registration)
• Challenging data targets
• 53% members & 84% supporters would like free online membership*
• 63.8% population has internet access**
• From 2003 43% increase in broadband (UK population)***
•We have 1.4 unique visitors to the web-site a month and we don’t know who
they are.
Source: *Chelsea Research Conducted
**Neilsen/NR
***National Statistics
Free e-membership
• Objectives:
- Data Generation (with future revenue generation)
• More contactable info
- Build the foundation for future loyalty scheme
- Upsell paid for membership and cross-sell other CFC products
Target 100k new/additional contacts
Free e-membership
• Promotion
– Consistently promoted throughout season.
– Across CFC media & ChelseaFC.com homepage
• Registration
– Give people reason to register by clearly explain benefits of joining
– Easy to join & simple data capture
– Further data capture opportunities
• Website sticky content
– Quality e-offering
– Relevant (updated) content = customers returning
• E-comms
– Communicate relevant & timely communications
– Cross sell & up sell paid for membership
(This activity will commence 1 month from the new website launch)
Free Junior e- membership - why?
•
18,000 5 to 15 year old brand interactors
• 62% of our under-18 members would consider an e-members scheme
• 63% of Children have access to the internet*
• Boys (U16) spend 1.9 hours a day on the internet, girls 2.1 hours a day
• 72% of all children U16 have visited a social networking site, and over half of them
have set up their own profile. Children as young as eight are now signing up.
*Ofcom research
Free Junior e-membership – ‘Building fans for the future’
• Objectives:
– To grow the number of Chelsea junior supporters on the database
– To upsell Chelsea junior ‘paid for’ membership scheme
– Grow long term support and life time value
– Attract sponsor
– Capture fans at a critical age
Target 25,000
£10 Junior Membership – Why
• Supports the CFC Junior strategy – maintain and obtain
• Obtains good PR for the club
• An increase in price for 07/08 has seen a drop off in membership
• Competition – some clubs attract Juniors by either having a free
scheme (Man City) or a low-cost Junior option (Newcastle)
£10 True Blue Junior membership
• Objectives
– Grow long term support and life time value
– Capture fans at a critical age
– Grow Database
Target 25,000
£10 Junior True Blue Membership
Pack
•
Welcome booklet
•
Wall chart
•
Certificate
•
DVD
•
Poster
•
Voucher booklet – kids offers
Above collated in a container & mailed in box (October) TBA
Plus
•
•
•
•
•
TeamCard
Birthday and Christmas cards
‘Bridge Kids’ bi-annual magazine
‘Bridge Kids’ weekly email
Free kids membership online access
Adult True Blue – more flexibility
Type
Cost
Rational
Ticket Only (50k)
£25
In a recent survey 69% of members said tickets were
key motivator for joining membership
6655 ‘gentleman’ fans – buy tickets but never buy
product
Ticket & magazine (10k)
£32
Ticket & pack & magazine
(5k)
£42
Ticket & pack & online
magazine (overseas only)
(5k)
£42
86% of members prefer the hardcopy of the Chelsea
magazine
93% are satisfied with the current membership
108,000 ‘gifters’
Flag Flyers
Our overseas members complained about the
current price of True Blue membership (£90)
261,000 International fans engaging but priced out
New Season Customer Hieracrchy
Premium
Season
Tickets
True Blue
(Tiered)
70k Adults (TBC)
Up sell
E-Membership
100k (TBC)
FREE
Database
200k Marketable of total of 670,000
1.4 million unique visits to website
(659,400 UK users)
Targeted Marketing and Communications
Targeting
• Our customer segments have helped shape our retention,
acquisition and member communications.
• Communications strategy has been developed to ensure
content of message, tone of voice, time a frequency of
communication will be tailored to each segment.
• Ongoing analysis & evaluation will continue to feedback into
the planning process and revise the contact strategy.
Communication strategy
Segment
Characteristics
Communication
Product
1. Man of the
Match
Highest consumer spend and
match attendance
Retention - personalised
invitation letter
Premium
2. Vice
Captains
High consumer spend, high match
attendance
Retention – second target
for Xtra
Premium
3. Out with
Injury
High consumer spend and match
attendance – last season only
Telemarketing
True Blue - choice
4. Flag Flyers
Medium spend, high match
attendance, heavy brand
engagement
Retention - high value
DM
True Blue – ticket, pack
and magazine
5. Gentleman
Fan
Medium spend, high match
attendance, low brand
engagement
Retention - high value
DM
True Blue - ticket only
6. Out of
Favour
Medium consumer spend and
match attendance – last season
only
Research and retain ‘reason to believe’ email
True Blue - choice
Communication strategy
Segment
Characteristics
Type of
campaign
Product
7. New
Signings
Low consumer spend and match
attendance
Acquisition and
retention – email
Staged - True Blue and
eMemership
8. Fan Family
Non match attendance but engage
with the brand
Acquisition – email
True Blue
9. Gifters
Merchandise purchasers
Acquisition of friend or
family – email to gifter
True Blue – ticket, pack
and magazine
10. Fans for
Life
Children
Acquisition and
retention – email
£10 Childrens
11. Members
with Children
Non member children
Acquisition of child –
email to parents
£10 Childrens
12.
International
Match Players
International consumers that
attend matches
Acquisition and
retention – email
True Blue – ticket, pack
and online magazine
13.
International
Brand Players
International consumers that don’t
attend matches
Acquisition and
retention – email
eMembership
Results So Far
Results
monthly membership stats
75000
70000
65000
60000
55000
50000
45000
40000
35000
30000
25000
20000
15000
10000
5000
0
2005/6 monthly
2006/7 monthly
2007/8 monthly
ar
ch
M
Fe
b
n
Ja
D
ec
N
ov
ct
O
t
Se
p
t
us
ly
Au
g
Ju
ne
Ju
m
ay
2008/9 monthly
Results
Tiers - Actual versus Forecast
50,000
45,000
40,000
35,000
30,000
25,000
Actual
20,000
Forecast
15,000
10,000
5,000
0
Ticket Only
Magazine
Full Pack
International
Junior
Thanks for listening!