Developed with the support of strategic marketing agency Quantum Jump, Sky Business have launched a B2B communications programme to accommodation sector customers.
Sky Business’ focus is helping Kiwi businesses access the very best of Sky’s content and services – to do this they have identified the need for deeper engagement and a better understanding of their customers.
In a post-COVID landscape where the accommodation sector faces many challenges, and there is increased pressure from competing global entertainment services, Sky identified that a tailored approach for each accommodation sector would be most beneficial. From helping customers convert their analogue systems to digital, to offering easy in-room casting with improved content packages, Sky Business is there every step of the customer journey.
“With the key barriers to purchase identified as price and lack of product knowledge, we acknowledged the need to really nurture our existing clients. With customers from all ends of the accommodation sector and a range of packages and solutions available, engaging on a personalised level was fundamental to delivering effective solutions,” says Chris Shaw, Head of Sky Business.
“With Quantum Jump’s help, we set about offering exciting treats and wrapping around a highly personalised journey through to purchase. We’ve developed purpose-driven comms that demonstrate value at each touchpoint,” adds Jess Mason, Senior Marketing Manager Sky Broadband and Business.
“This has been a fascinating project digging into the extensive offering of Sky Business and finding ways to resonate with diverse hotel operators, creating a responsive and segmented campaign approach. We look forward to enjoying the benefits of Sky Business ourselves during future hotel visits,” comments Ben Goodale, Quantum Jump CEO.
Leveraging marketing automation and customer journey strategy, emails have been targeted based on existing packages – and offer incentives to upgrade.
“It comes down to listening to the customer and putting them first,” say Chris Shaw, Head Sky Business.
“Sky Business is there to be a commercial partner and a significant part of that partnership is understanding and personalisation – the better we know our customers, the more we can help them.”
The ongoing programme includes marketing automation, eDMs, and online.
Chris Shaw – Head of Sky Business
Jessecca Mason – Senior Marketing Manager Sky Broadband and Business
Marcus Brown – Senior Product Lead – Sky Business
Bennet Lee – Sky Business Commercial Manager
Josh Numanga – Sky Business Marketing Lead
Wayne Pick – Creative Partner
Duncan Blair – Copy
Justin Biddle – Digital & Production
Helen McGrath – Group Account Director
Bella Chaytor Waddy – Account Manager
Ben Goodale – CEO