Commonwealth Financial Group by ProQuest


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									                                                                                                                                                                                 Developing CRM and loyalty
                                                                                                                                                                                 programs can seem daunting for
                                                                                                                                                                                 small companies. It’s easy to get
                                                                                                                                                                                 caught up in the technology and
: Famed comedy club Carolines was having trouble establishing                                                                                                                    lose sight of the very thing that
relationships with its online patrons. “The problem Carolines                                                                                                                    makes a brand special.
had was that the Web site was just a point to buy tickets,” says                                                                                                                 Famous New York comedy club
Yves Darbouze, CEO and creative director at Plot Multimedia                                                                                                                                        launched an
Developers. “They didn’t have an online plan where they were                                                                                                                     interactive campaign and Web
creating a future for themselves as a Web property.”                                                                                                                             site to boost ticket sales. While I
                                                                                                                                                                                 might quibble about the design,
                                                                                                                                                                                 this site does a great job of high-
                                                                                                                                                                                 lighting what makes Carolines
Plot, which became Carolines interactive agency of record in                Carolines overall average weekly ticket sales have doubled com-                                      special: The comedians. The site
January, developed an e-commerce and CRM system for the club.               pared to this time last year, totaling an average of $65,000 to                                      design puts the videos front and
A video widget showing Carolines performances also enables                  $90,000. In addition, traffic to Carolines Web site has quadrupled                                    center and makes it easy to buy
viewers to share the videos with friends and add them to their own          in the past year. The club recently renewed Plot’s contract for three                                tickets. You’ll return to this site
sites. When the widget is closed, an offer to buy tickets to the featured   additional years.                                                                                    over and over again, because it’s
comedian’s next performance comes up. Plot, which also manages                                                                         — Lauren Bell                             easier to find a funny comedian
Carolines SEM and social media strategy, has developed a Twitter                                                                                                                 here than on YouTube.
page that Tweets the jokes of the comedian performing that week.                                                                                                                 What do you do with a com-
                                                                                                                                                                                 pany that’s developed a cult fol-
                                                                                                                                                                                 lowing? Nothing. Well, almost
                                                                                                                                                                                 nothing. All
                                                                                                                                                                                 had to do was give its custom-
                                                                                                                                                                                 ers a voice. By adding a simple
                                                                                              Commonwealth Financial Group                                                       review section to its Web site,
                                                                                                                                          eminar                      eries      Danner increased conversion
: In order to introduce itself        So far, Commonwealth’s                                                                                                                     by 50%. But Danner should go
to new brokers through a series       ROI has been $38,000 from                                                                  “   Our brokerage clients are telling us that
                                                                                                                                                                                 even further. It wouldn’t be dif-
                                                                                                                                     and lower premiums are enabling them
of webinars earlier this year,        the program. The firm is now                                                                    to close more business in less time.
                                                                                                                                                                          ”      ficult to add links to tie in prod-
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