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Combining digital mobile experience with paper mail moment
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COMBINING DIGITAL MOBILE EXPERIENCEWITH PAPER MAIL MOMENT
Dominique DeclerqBrand Manager, Club Med
Vincent NolfManaging Director Media Mail - bpost business
Business Review - 30 mai 2012
Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion
Our 80 villages
Our Discovery
routesResorts Valmorel - Ile Maurice
Cruise
le Club Med 2
Business &
Corporate
offer
Our offer is built on 5 pillars
Club Med in a nutshell
120 M€ turnover
2nd market after France
100 000 customers
50 GO in Belgium
… 30% of our activity
in Flanders
North America
& The Caribbean
6 Resorts
South
America
3 Resorts
Europe & Africa
63 Resorts
Asia & Pacific
8 Resorts
80 resorts
26 markets
1 200 000 clients worldwide3 Targets: Families / Couples / Singles &
Friends
Our mission in Belgium: make people dream
In Belgium:
Activate
the dream
In Village:
Turn
dream into
reality
The « dream » as umbrella of our communication
Business Review - 30 mai 2012
Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion
And about our Business Objectives ?
Grow on our Premium selection
Increase penetration on Business target
Create relationship
Develop Flanders Stimulate Direct Selling
Your Challenge
Our analysis
Our solution
solutionapproach
Our analysis to turn dreams into reality
• Make communication in line with the « happiness »
• Ensure the happy moments are shared
Win customers• Rely on the existing clients to be ‘ambassadors’ of the Club Med, as they are likely to know targets with similar profile (high potential)
Increase customer loyalty
Strengthen brand image
The marketing challenges
• Ensure satisfaction for the brand choice
• Reward customers with valuable benefits
The solution: grant customers with Mobile Post Cards
= take a picture with your
smartphone and let bpost print
and send this picture to your
addressee under the form of a
real postcard already franked.
Launched June 2011 for ios and July
2011 for Android
Mobile Post Card is highly appreciated
+ 65.000 downloads
+ 95.000 sent cards
High press coverage
Business Review - 30 mai 2012
Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion
Our action
Target: Club Med Clients Offer
• Going into Top 10 villages
(FR&NL) with free Wi-Fi
(i.e. Sinai Bay, Wengen)
• Start as of november
• 3 free mobile post cards/
person
Before his / her holidays
A DM is sent to the client
few days afterholiday booking
With visual of ‘his’/’her’Village
Information texton bpost apps, internet link, QR codeto download apps
Recurrent ‘automatic’ campaign, based on weekly registrations
During the holidays
During the holidays
Coucou,Une petite carte sympa pour ungrand bonjour tout blanc!!Gros bisous.
Ethan, Gaelle, Eloïse & Karine
Barbara Vanspey
Rue de la vignette 32
1060 Bruxelles
A user-friendly app
Personal text
Zonnige groetjes van Sinai Bay
Tot snel
Barbara
Barbara Vanspey
Rue de la vignette, 32
1060 Bruxelles
A co-branded card is developed
Printed on glossy paper
Franked with a stamp
Before 3PM created, delivered the next day
Business Review - 30 mai 2012
Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion
The added value of the Mobile Post Card for Club Med
An innovative communication tool which allow our clients to share theirClub Med experience :
Valorize this rich experience through various channels in opposition with a 2012 communication which was promo-centric
Start a true dialogue with our clients and prospects throughparticipative communication and initiate positive conversations around ourbrand
Create a personalised relation which reflects the Club Med ‘spirit’: « happiness » and « share »
Mobile Post Card: a strong relation builder
Granting Customers
• Surprise customers
or prospects
• Create reward
through a ‘valuable’
incentive
Recruiting
addresses
• Build prospection
database based on
recipients addresses
(likely to be similar
profile as senders)
Creating
conversations
• Share this moment
on an viral and
unexpected way
• Will generate ‘likes’
among friends and
relatives …
Thank
you