Chelsea FC Membership

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Chelsea FC Membership
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Introduction

• Our relationship with our customers are a team
  effort membership is about the fans, its about
  ticketing, its about CRM and its 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

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Objectives

• 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

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UK Membership Comparison Year on Year
2006/2007 65,621
2005/2006 62,939
Members
2007/2008 56,821
2004/2005 - 45,000
2003/2004 - 27,000
Research Says
Month
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Member Research
Membership Satisfaction
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38
45
2005/2006
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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

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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 (1.4milli
on global) (659,400 UK users)
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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

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Segmentation
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2
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Customer Spend
1,000
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5
250
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7
8
9
0
2006/2007 Season
2007/2008 Season
Date of last interaction
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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
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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 dont attend matches
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Customer Insight Driven Product Development
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Free e-membership Why?

• We have 261,000 International Brand Interactors
  (dont 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 dont know who they are.

Source Chelsea Research Conducted
Neilsen/NR National Statistics
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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
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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)

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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
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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
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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)

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10 True Blue Junior membership

• Objectives
• Grow long term support and life time value
• Capture fans at a critical age
• Grow Database

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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

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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 86 of members prefer the hardcopy of the Chelsea magazine
Ticket pack magazine (5k) 42 93 are satisfied with the current membership 108,000 gifters Flag Flyers
Ticket pack online magazine (overseas only) (5k) 42 Our overseas members complained about the current price of True Blue membership (90) 261,000 International fans engaging but priced out
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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)
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Targeted Marketing and Communications
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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.

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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
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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 dont attend matches Acquisition and retention email eMembership
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Results So Far
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Results
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Results
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Thanks for listening!