Bdma congres club med
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Bdma congres club med

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Combining digital mobile experience with paper mail moment

Combining digital mobile experience with paper mail moment

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Bdma congres club med Bdma congres club med Presentation Transcript

  • COMBINING DIGITAL MOBILE EXPERIENCEWITH PAPER MAIL MOMENT Dominique Declerq Brand Manager, Club Med Vincent Nolf Managing Director Media Mail - bpost business
  • Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  • Our offer is built on 5 pillarsOur 80 villages Business & Corporate offer Our Discovery routesResorts Valmorel - Ile Maurice Cruise le Club Med 2
  • Club Med in a nutshell North America Europe & Africa 63 Resorts  80 resorts& The Caribbean 6 Resorts  26 markets South Asia & Pacific  1 200 000 clients worldwide America 8 Resorts 3 Targets: Families / Couples / Singles & 3 Resorts Friends  120 M€ turnover  2nd market after France  100 000 customers  50 GO in Belgium  … 30% of our activity in Flanders
  • Our mission in Belgium: make people dreamIn Belgium:Activatethe dreamIn Village:Turndream intoreality
  • The « dream » as umbrella of our communication
  • Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  • And about our Business Objectives ? Develop Flanders Stimulate Direct Selling Grow on our Premium selection Increase penetration on Business targetCreate relationship
  • solution approach Your Our OurChallenge analysis solution
  • Our analysis to turn dreams into reality The marketing challenges • Make communication in line with the « happiness » Strengthen brand image • Ensure the happy moments are shared • Rely on the existing clients to be ‘ambassadors’ of the Win customers Club Med, as they are likely to know targets with similar profile (high potential) Increase • Ensure satisfaction for the brand choice customer loyalty • 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 cardsHigh press coverage
  • Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  • Our action Target: Club Med Clients Offer• Going into Top 10 villages • 3 free mobile post cards/ (FR&NL) with free Wi-Fi person (i.e. Sinai Bay, Wengen)• Start as of november
  • Before his / her holidays A DM is sent to the client  few days after holiday booking  With visual of ‘his’/’her’Village  Information text on bpost apps, internet link, QR code to download apps  Recurrent ‘automatic’ campaign, based on weekly registrations
  • During the holidays
  • During the holidays Coucou, Une petite carte sympa pour un grand bonjour tout blanc!! Barbara Vanspey Gros bisous. Ethan, Gaelle, Eloïse & Karine Rue de la vignette 32 1060 Bruxelles
  • A user-friendly app Zonnige groetjes van Sinai Bay Karine.vanloo@gmail.com Tot snel Barbara Vanspey Rue de la vignette, 32 Barbara 1060 BruxellesPersonal text
  • A co-branded card is developed Printed on glossy paper Franked with a stamp Before 3PM created, delivered the next day
  • Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  • The added value of the Mobile Post Card for Club Med An innovative communication tool which allow our clients to share their Club 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 through participative communication and initiate positive conversations around our brand Create a personalised relation which reflects the Club Med ‘spirit’: « happiness » and « share »
  • Mobile Post Card: a strong relation builderGranting Customers Recruiting Creating addresses conversations• Surprise customers • Build prospection • Share this moment or prospects database based on on an viral and• Create reward recipients addresses unexpected way through a ‘valuable’ (likely to be similar • Will generate ‘likes’ incentive profile as senders) among friends and relatives …
  • Thankyou