Combining digital mobile experience with paper mail moment

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

2. Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion

3. Our offer is built on 5 pillars
Our 80 villages
Business &
Corporate
offer
Our Discovery
routes
Resorts Valmorel - Ile Maurice
Cruise
le Club Med 2

4. 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

5. Our mission in Belgium: make people dream
In Belgium:
Activate
the dream
In Village:
Turn
dream into
reality

6. The « dream » as umbrella of our communication

7. Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion

8. And about our Business Objectives ?
Develop Flanders Stimulate Direct Selling
Grow on our Premium selection
Increase penetration on Business target
Create relationship

9. solution
approach
Your Our Our
Challenge analysis solution

10. 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

11. 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

12. Mobile Post Card is highly appreciated
+ 65.000 downloads
+ 95.000 sent cards
High press coverage

13. Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion

14. 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

15. 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

16. During the holidays

17. 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

18. A user-friendly app
Zonnige groetjes van Sinai Bay
Karine.vanloo@gmail.com
Tot snel Barbara Vanspey
Rue de la vignette, 32
Barbara
1060 Bruxelles
Personal text

19. A co-branded card is developed
Printed on glossy paper
Franked with a stamp
Before 3PM created, delivered the next day

20. Club Med in a nutshell
Challenges and solution
A multi-touchpoints action
Conclusion

21. 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 »

22. Mobile Post Card: a strong relation builder
Granting 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 …

23. Thank
you