Bdma congres club med

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

Karine.vanloo@gmail.com

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