Delivering the right message at the right time sounds simple, but is still a big challenge for companies. Feyenoord, a major football club in the Dutch Premier League, was no exception.
Challenge
Feyenoord has a very large (e-mail) database with fans, which is being used by many of the in- and external stakeholders. Delivering the right message to each individual fan without being perceived as “spam” is really challenging, time consuming and food for discussion. That needed to change!
Approach
In close cooperation with Feyenoord, we at Oxyma created a custom Contact Strategy, taking both contact pressure and relevance of the message for the target audience into account.
Our approach:
Step 1: Gather all data
First things first, like in football, you need to know what is going on at the pitch. So, we gathered all relevant data, both qualitative (interviews) as well as quantitative (email KPI’s and databases) about the different target audiences.
Step 2: Crunch the data into meaningful insights
Out of this big pile of data, insights were extracted: meaningful conclusions that helped truly understand the fans and their needs. We found some hidden gems or, like a player on the pitch, spotted that free player amongst the defenders.
Step 3: Turn insights into practical business rules
Next, we put all relevant insights per target audience into practice. By creating specific business rules, each stakeholder knew exactly what to do and when to do it in terms of communicating with the fan. It’s like that perfectly timed pass to the striker.
Step 4: Finally: use the business rules to deliver the right message!
Thanks to the set of business rules, the perfectly crafted messages got all the attention needed to score big time!
Result
After following this step by step approach, Feyenoord is capable of delivering content that fits the customer needs at those moments when it’s most relevant. In addition to this, the club prevents sending too many (irrelevant) messages to the fan. By applying the Contact Strategy Framework, the contact pressure on this big fanbase is in balance. And that is exactly what we were aiming for: delivering the right message at the right time, it’s like scoring that winning goal!
