La réputation du Cirque du Soleil n’est plus à faire. En 30 ans, cette entreprise pas comme les autres a ébahi des spectateurs aux quatre coins de la planète. Un tel succès ne s’improvise pas. Derrière les prouesses spectaculaires des artistes, il y a l’intelligence marketing qui influence les décisions d’affaires du plus grand cirque du monde.
Le 20 novembre, profitez de la chance unique de découvrir les coulisses du marketing au Cirque du Soleil avec Axel Bedikyan, directeur, stratégie et intelligence marketing. Lors de cette conférence interactive, Axel Bedikyan présentera comment la récolte et l’analyse d’information soutiennent les prises de décisions et par quel processus elles sont mises au service de tous les secteurs de l’entreprise. Des sondages aux études ethnologiques, rien n’est laissé au hasard dans cet univers spectaculaire.
2. IT STARTED WITH A DREAM
1984
QUÉBEC (CANADA)
73 EMPLOYEES
DREAM TO CREATE,
TRAVEL THE WORLD
3. 400+ cities in 60 countries
50 nationalities
25 LANGUAGES
app 4,000 employees
1,300 artists
15M tickets sold in 2012
160+ M tickets sold all timE
4. SHOWS WORLDWIDE
RESIDENT ARENA BIG TOP
WARNING: AROUSING ACROBATICS.
CHEEKY COMEDY. PROVOCATIVE PLEASURE.18+ RATED CIRQUE
WARNING: SENSUAL ACTS.
SEXUAL HUMOR. NEW SULTRY ACROBATICS.18+ RATED CIRQUE
WARNING: SULTRY, STIMULATING,
SIDESPLITTING FUN PERFORMANCES.18+ RATED CIRQUE
5. KEY BRAND METRICS
CIRQUE DU SOLEIL IS A POWERFUL BRAND
ABLE TO CONNECT WITH ITS CONSUMERS IN A UNIQUE WAY.
93%
AWARENESS
AMONGST LIVE
ENTERTAINMENT BUYERS
8.9/10
BRAND LOVE
SCORE
65%
repeat index
9. our 8 pillars
TRANSPORTS
YOU OUT OF
THIS WORLD
IS
IMMERSIVE
CONNECTS
TO
EMOTIONS
IS
FUNDAMENTALLY
HUMAN
IS
DREAMLIKE
IS
A FEAST
FOR THE
SENSES
DELIVERS
THE
UNEXPECTED
STRIVES
FOR
PERFECTION
14. THE NEED:
MOVE AWAY FROM A MASS COMMUNICATION
STRATEGY TO TARGETED MESSAGING
TARGET
MARKET
Behavioural
Consumer Behaviour
Values – Attitudes
SOCIOGRAPHICS
Education – Economics
Employment - Expectations
DEMOGRAPHICS
Generational segments
MASS MARKET
The entire population
15. USING A SEGMENTATION BASED ON ATTITUDES
TO GO BEYOND TACTICS BASED ON SOCIODEMOS
AGE: 25-34 | ETHNICITY: Hispanic | HOUSEHOLD INCOME: $70K-$90K
SOCIODEMO PROFILE
how she thinks
Seeks last-minute deals
and does not mind
lower category seats.
- - -
Avoids spending money without
the assurance and validation
of others
Opinion leader
- - -
Willing to pay up
if an experience meets
her high standards.
how she thinks
18. TECHNOLOGY
why?
IMPROVE
DECISION MAKING
-
CENTRALIZE DATA
-
PROVIDE 1 VERSION
OF THE TRUTH
-
AUTOMATE
MANUAL PROCESSES
SUPPORT USERS
-
GENERATE
AUTOMATED REPORTS
-
ENSURE DATA QUALITY
-
ENSURE USAGE
-
MAKE THE SYSTEM
EVOLVE
R.O.M.E.
-
OPERATIONAL MODEL
-
DATA INPUT
PROCESSES
what? how?