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A CRM for the royal baby

23rd Jul 2013
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Less than 24 hours since the Duchess of Cambridge gave birth to the Royal Baby, and the Royal-flavoured marketing campaigns have splurged forth. E-commerce stores and high streets are ramping up their teaser campaigns full of memorabilia aimed at Royalists and fickle monarchists. Digital and market research firms are jumping on the news-jacking bandwagon to produce inter-related Royalist infographics. The Royal Baby is the new darling of worldwide social media commentators, and acts as a timely ruse for publicity-hungry royalist celebrities.

If you haven’t yet ‘creatively’ leapt on the Royalist bandwagon, here’s my, ahem - alternative - guide to maximising your CRM campaigns in the following weeks, and experience the (guilt-free) once-in-a-lifetime kerching factor:-

Marketing automation The Royal Baby is going to be heavily marketed. The world is awaiting the first photo of the Baby, and waits with bated breath to know the name of the regal son. The Duke and Duchess of Cambridge will schedule glossy photo shoots and conduct rounds of Baby-friendly media interviews. The strategy here is to keep a monitoring detail on the press coverage.

If a member for the press turns ‘rogue’ on the Royalist line of message, and suddenly goes Republican, you want to know who's out of line - quickly. For instance, the Guardian allowed people to switch off baby news - you'd want to know about these divergences from the message.

Equally, as the Royals have found out, social media is where everything happens. What's the temperature? What's the mood of the nation? Following a hashtag is easy, but you need to measure sentiment. 

Segmenting

Successful customer campaigns are built on rich and relevant databases. You can to drill down into your prospect database to research the following revealing nuggets, and astutely segment:

Traditional Female Royalist:

  • Check for dress size and dress style.
  • Does she like Tim Henman?
  • Has she had Royal interaction before (e.g. queuing for the Royal Jubilee?)

Millennial Generation:

  • Are there any mentions across platforms from nascent supporters who wave the royal flag?
  • Which attended the Olympics opening ceremony, or attended Jubilee street parties?
  • Do they have a known crush on Kate or Wills, or even, Harry?

Ex-Pats:

  • Is anyone buying your UK traditional products?
  • Are they originally from or living the USA, Japan or Italy – all countries stereotypically known for their curious love of the UK Royal Family?

Latent Royal ‘Watchers’:

  • Have they responded to previous Royal-related campaigns with success eg Jubilee occasions; Kate and Will’s marriage; Kate’s fashion sense; Charles and Camilla’s  marriage; Zara Phillips and Mike Tindal's marriage?  

Other Royals

  • They're your peers - who are they, and what are they saying? They have a huge following on Twitter, so are they helping craft your message?
  • Finding suitors takes time, so the Royal Baby CRM can get started now - who in the European Royal Families is going to be ideal in 18 years' time?

At which point you can then you can profile your ideal market and segment precisely for maximum attention.

Contact Levels

How would structure your data? Do you start off with what’s your top level customers, or do you prefer to split into, let’s say: Royalists; non Royalists; every-day Republican households, and millionaires.

It’s then a smart move to pull down into the particulars of: name, and then family. You can even think: do you want to have family as a group, and within that, cross-reference the family members because within that field you could have 'Royalists' and 'non-Royalists'.

There is a lot of complexity built into your database. It’s necessary to really work hard on this aspect because everything at this point affects the resulting marketing metrics. If you want to extract the right data you have to structure it the best way beforehand.

Merchandise

Let’s face it: the Royal Baby will serve to sell mountains of Royal branded mugs, bibs, baby grows, T-shirts, crockery, bottles, drinks, and a whole array of other special edition mementos. With the established marketing giants already in on the game – see Paddy Power, Mothercare, Jelly  Babies, Seraphine,  etc., it’s a savvy move to run your new bespoke range of Royal Baby merchandise through email marketing campaigns which you can manage through your chosen CRM system.

Secondly, think of the targeted advertising you can carry out once you've segmented your audience. You don't want to be sending e-mails selling baby bibs to the Tim Henman, flag-waving, Middle England Aunties - you want to be contacting them about plates and mugs.

Above all, the Royal Baby CRM is about maximising sales of product - whether that product be mugs and plates, or even tourist visits to Great Britain, sentiment and segments are central to the effort.

However... the royal baby won't be getting a CRM. But if he did, we're sure it could be the best CRM in the world... probably!

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