Consultancy and design for Anteo’s new CRM system

Thanks to funding from Europa Cinema’s Collaborate to Innovate initiative, which provides support for exceptional innovative and collaborative projects produced by members of the Europa Cinemas Network, Anteo, together with another ten Italian cinemas, is developing a new CRM – Customer Relation Management system.

For Anteo, which today manages one of the most important cinema circuits between Milan, Monza, Cremona and Treviglio, this platform is at the basis of a fundamental organisational modernisation process. The CRM system makes it possible to develop the offer, improve communication and analyse audience habits, contributing to more strategic and targeted management of the relationship with cinemagoers.

Since 2022, BAM! has worked alongside Anteo in studying audiences, drawing up a questionnaire and managing the relative communication campaign.
The results that emerged highlighted the need to collect and analyse data on cinemagoers on a widespread and continuous basis. Thanks to effective profiling, Anteo intends to pursue the objective of constructing an offer increasingly in line with the needs of existing and potential audiences.

Anteo decided to entrust BAM! with the strategic consultancy aimed at identifying its information needs and with structuring a CRM for proper data collection and management, to be used to process offers and communication and marketing campaigns. Focusing on “marketing automation”, the project aims to reduce manual processes and improve communication between marketing and planning departments.

The consultancy and design process structured by BAM! for Anteo’s data strategy, which lasted approximately six months, consisted of a number of interviews and two workshops with the aim of gathering as much information as possible from representatives of various departments at Anteo (management, communication, programming, ticketing staff) on the organisation’s current digital ecosystem and data collection methods.

At the end of the context analysis, after having identified critical issues and needs, the phase of identifying opportunities and strategic objectives related to the new CRM system begins. This will result in design and customisation guidelines, developed together with the software programming company.

Lastly, BAM! is responsible for developing an initial lead generation campaign, targeting priority audiences, identified together with the management. More precisely, after devising the action, BAM! will proceed with the drafting of an investment plan and the development of the campaign’s creativity and content.

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