Carlsberg’s Customers Create and Execute Multi-Channel Marketing Campaigns using MRM’s Marketing Automation Platform

Carlsberg’s Customers Create and Execute Multi-Channel Marketing Campaigns using MRM’s Marketing Automation Platform

Summary

Carlsberg’s Premier Sports Club provides over 4,000 customers in the UK with marketing materials to promote live sport at their venues.
With increasing numbers of on-trade businesses using social media to promote their outlet,
Carlsberg came to MRM to help them update their trade marketing support so that it met their customers digital aspirations.

Challenge

Lack of Customisation

Pro-active customers were creating their own marketing collateral for use online, however these images looked highly unprofessional with frequent misspellings and used copyrighted materials without permission. The “home-made” images were also incorrectly proportioned and used low resolution images.

Up to Date Fixtures

As the fixture lists changes on a regular basis it was impossible to have standardised marketing collateral as they would quickly become out of date. It was important that the solution that was put in place could be easily and regularly updated.
Challenge
Solution

Solution

MRM developed a marketing automation platform that allows pubs and other venues showing live sports to create professional quality content for their digital channels, including websites and social media accounts.

The customer simply logs on, selects the sport and fixtures they want to promote, adds a custom message and uploads to Facebook and Twitter.

Results

In the first 7 months, customers created over 2,800 marketing items featuring the Carlsberg brand. With each customer having hundreds of friends and followers on Facebook and Twitter this meant that up to a million people could have viewed their advert online.
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“In 2014 we identified a customer need for digital support to help them promote sporting fixtures to drive footfall into outlet. We chose to work with MRM as we felt they understood our customer needs and were very competitive on price. They delivered against the brief, creating a site that is very user friendly which has helped our customers to drive their businesses. They also provide support directly to customers which takes the pressure off our sales team.”
Customer Marketing Manager - Carlsberg UK