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COMBINING DIGITAL MOBILE EXPERIENCE WITH PAPER MAIL MOMENT Dominique Declerq Brand Manager, Club Med Vincent Nolf Managing Director Media Mail - bpost business

Bdma congres club med

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Combining digital mobile experience with paper mail moment

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Page 1: Bdma congres club med

COMBINING DIGITAL MOBILE EXPERIENCEWITH PAPER MAIL MOMENT

Dominique DeclerqBrand Manager, Club Med

Vincent NolfManaging Director Media Mail - bpost business

Page 2: Bdma congres club med

Business Review - 30 mai 2012

Club Med in a nutshell

Challenges and solution

A multi-touchpoints action

Conclusion

Page 3: Bdma congres club med

Our 80 villages

Our Discovery

routesResorts Valmorel - Ile Maurice

Cruise

le Club Med 2

Business &

Corporate

offer

Our offer is built on 5 pillars

Page 4: Bdma congres club med

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

Page 5: Bdma congres club med

Our mission in Belgium: make people dream

In Belgium:

Activate

the dream

In Village:

Turn

dream into

reality

Page 6: Bdma congres club med

The « dream » as umbrella of our communication

Page 7: Bdma congres club med

Business Review - 30 mai 2012

Club Med in a nutshell

Challenges and solution

A multi-touchpoints action

Conclusion

Page 8: Bdma congres club med

And about our Business Objectives ?

Grow on our Premium selection

Increase penetration on Business target

Create relationship

Develop Flanders Stimulate Direct Selling

Page 9: Bdma congres club med

Your Challenge

Our analysis

Our solution

solutionapproach

Page 10: Bdma congres club med

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

Page 11: Bdma congres club med

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

Page 12: Bdma congres club med

Mobile Post Card is highly appreciated

+ 65.000 downloads

+ 95.000 sent cards

High press coverage

Page 13: Bdma congres club med

Business Review - 30 mai 2012

Club Med in a nutshell

Challenges and solution

A multi-touchpoints action

Conclusion

Page 14: Bdma congres club med

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

Page 15: Bdma congres club med

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

Page 16: Bdma congres club med

During the holidays

Page 17: Bdma congres club med

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

Page 18: Bdma congres club med

A user-friendly app

Personal text

Zonnige groetjes van Sinai Bay

Tot snel

Barbara

Barbara Vanspey

Rue de la vignette, 32

1060 Bruxelles

[email protected]

Page 19: Bdma congres club med

A co-branded card is developed

Printed on glossy paper

Franked with a stamp

Before 3PM created, delivered the next day

Page 20: Bdma congres club med

Business Review - 30 mai 2012

Club Med in a nutshell

Challenges and solution

A multi-touchpoints action

Conclusion

Page 21: Bdma congres club med

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 »

Page 22: Bdma congres club med

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 …

Page 23: Bdma congres club med

Thank

you