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CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
CME13 Gilles Van Lembergen: AS Adventure
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CME13 Gilles Van Lembergen: AS Adventure

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Een verslag van de Content Marketing Experience 2013 is te lezen op de Content Marketing Blog: http://contentmarketingblog.nl/?p=469

Een verslag van de Content Marketing Experience 2013 is te lezen op de Content Marketing Blog: http://contentmarketingblog.nl/?p=469

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  • Ambition of A.S.Adventure: market experience, from the dressing room to the product folder...
  • Target = busy 45 year old family manDistribution: instore+ (later): newsagents & free -> Explore More members (card holders: see infra 2010)
  • 108 pages, only 6 ‘product pages’
  • These 4 content drivers are key across channels.They’re the corner stones of our multichannel content strategy.
  • These 4 marcom objectives are integrating the entire content strategybrand awarenessproduct awarenesssales & customer relationship
  • magazine remains ‘main content channel’ guardian of brand id, whatever the pursued marcom objectiveallowing other channels to be adjusted according to ad hoc marcom objectives
  • Transcript

    • 1. Content Strategy Q&A’s for a global Award-Winning Case: A.S.Adventure
    • 2. A.S.ADVENTURE How to use content marketing to build a brand from scratch and make customer relationships really rewarding?
    • 3. 1995. Future client: “We’re a small brand, 1 store in Belgium. We sell adventure (outdoor gear).”
    • 4. 2007 Client: “We sell adventure, yet door-to-door, we’re just pushing products... How do we extend experience marketing to our promo folder?
    • 5. 2007 Our answer: TRAVEL STORIES injecting accessible experience into the door-to-door promo folder (inspiration and aspiration)
    • 6. 2008. Client’s question: “We’ve hit solid growth stage. Could you help us retain our grown customer base and establish the first step of rewarding customer relationships?”
    • 7. Our answer: A.S.MAGAZINE A rewarding customer relationship tool, the basis of a strong community "selling adventure (aspiration) and experience (inspiration)": = matching brand experience with customer aspirations
    • 8. A.S.MAGAZINE Brand / product awareness through customer experience / stories: ’If you want this adventure, A.S.Adventure ought to be your first stop'
    • 9. A.S.MAGAZINE Strategically sound, result-driven content: • INSPIRATION (Why buy walking shoes?) • INFORMATION (Why these walking shoes?) • EXPERTISE / ADVICE (Why buy them at A.S.?) • CROSS-SELLING (What else should I buy?)
    • 10. 2010 Client’s question: “We have lots of customers now, but we still don’t know them... Could you help us intensify customer relationships and increase store visit frequency as well as average basket value?”
    • 11. 2010 Our answer: EXPLORE MORE A loyalty program generating contacts and identified traffic • Advantage card (no margin decrease!!) -> customer data • Monthly emails profile/interests (no spam) -> contact frequency • Triggermails -> upsell last purchase -> store traffic.
    • 12. 2012. Client: “We know our customers now. Could you help us acquire more customers and engage them in equally rewarding relationships?”
    • 13. 2012 Our answer: BLOG + STORY ADS generating acquisition online & offline • Blog repurposed content -> SEO (pre sales funnel) + SEA • + 'story ads' (radio). • Paid  owned  earned AND BACK!
    • 14. 2012. Client: “We’ve got all these channels now. How do we adjust them to achieve ad hoc marcom objectives?
    • 15. 2012 Our answer: 4 MARCOM OBJECTIVES flexibly working together across the multichannel content ecosystem • • • • brand awareness product awareness sales customer relationship.
    • 16. Marcom objectives are defined for each platform, in a complementary way
    • 17. The content strategy is flexible / can be finetuned according to short term marcom / business objectives e.g. overstock -> emphasis on sales across platforms
    • 18. A.S.Magazine content = guardian of brand dna ("selling adventure") across platforms, regardless objective.
    • 19. 2013. Client is a big brand now, 40 stores in Belgium, Market leader in Netherlands (Bever) and UK (Cotswold) & entering French market, that’s scaled ‘adventure sales’.

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