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Intro video
IT STARTED WITH A DREAM
1984
QUÉBEC (CANADA)
73 EMPLOYEES
DREAM TO CREATE,
TRAVEL THE WORLD
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
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
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
THE BRAND CONNECTS WITH CONSUMERS
NPS=83
80
62
78
53
76
50
69
42
30 years later,
We go far beyond acrobatics
WE BELIEVE THAT
WITH CREATIVITY AND INSPIRATION,
ANYTHING IS POSSIBLE
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
Brand essence video
Déjeuner Stratégie Réseau APCM - Cirque du Soleil
Consumer Insights
Market Insights
Business Intelligence Technology
Consumer intelligence
why?
RESONATE WITH
CONSUMERS
-
IMPROVE
EXPERIENCES
-
UNDERSTAND
BEHAVIOURS
-
PUSH
TARGETED OFFERS
-
TARGET
NEW AUDIENCES
-
UNDERSTAND DRIVERS
& BARRIERS
EXIT/SATISFACTION
SURVEYS
-
COnCEPT TESTING
-
SOCIAL MEDIA
LISTENING
-
PAST PURCHASER
ANALYTICS
-
SEGMENTATION
ONLINE SURVEYS
-
IN-PERSON
INTERIVIEWS
-
ETHNOGRAPHIC
STUDIES
-
TRANSACTIONAL
DATABASE
-
SOCIAL MEDIA
LISTENING
what? how?
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
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
THE CONSUMERSCOPE
SEGMENTATION
jet setters connoisseurs frugals special
occasionals
crowd
followers
market intelligence
why?
BETTER UNDERSTAND
MARKETS
-
UNDERSTAND
SLAES DRIVERS
AND BARRIERS
-
IMPROVE
PLANNING PROCESS
MARKET SIZING
-
MARKET SELECTION
-
SITE SELECTION
-
PERFORMANCE
TRACKING
-
POST MORTEMS
MARKETING
INTELLIGENCE
SOLUTION
-
GIS
-
PREDICTIVE MODELS
-
FORECASTING MODELS
what? how?
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?
TECHNOLOGY
R.O.M.E.
BRIEF DEMO

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Déjeuner Stratégie Réseau APCM - Cirque du Soleil