COMBINING DIGITAL MOBILE EXPERIENCEWITH PAPER MAIL MOMENT                  Dominique Declerq                  Brand Manage...
Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
Our offer is built on 5 pillarsOur 80 villages                                                 Business &                 ...
Club Med in a nutshell North America       Europe & Africa                       63 Resorts                               ...
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    ...
solution             approach  Your        Our        OurChallenge   analysis   solution
Our analysis to turn dreams into reality The marketing challenges                        • Make communication in line with...
The solution: grant customers with Mobile Post Cards                   = take a picture with your                   smartp...
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&...
Before his / her holidays A DM is sent to the client   few days after    holiday booking   With visual of    ‘his’/’her...
During the holidays
During the holidays Coucou, Une petite carte sympa pour un grand bonjour tout blanc!!       Barbara              Vanspey G...
A user-friendly app            Zonnige groetjes van Sinai Bay                                                             ...
A co-branded card is developed                  Printed on glossy paper                   Franked with a stamp         Bef...
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 t...
Mobile Post Card: a strong relation builderGranting Customers             Recruiting                Creating              ...
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Bdma congres club med

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Combining digital mobile experience with paper mail moment

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Bdma congres club med

  1. 1. COMBINING DIGITAL MOBILE EXPERIENCEWITH PAPER MAIL MOMENT Dominique Declerq Brand Manager, Club Med Vincent Nolf Managing Director Media Mail - bpost business
  2. 2. Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  3. 3. Our offer is built on 5 pillarsOur 80 villages Business & Corporate offer Our Discovery routesResorts Valmorel - Ile Maurice Cruise le Club Med 2
  4. 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. 5. Our mission in Belgium: make people dreamIn Belgium:Activatethe dreamIn Village:Turndream intoreality
  6. 6. The « dream » as umbrella of our communication
  7. 7. Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  8. 8. And about our Business Objectives ? Develop Flanders Stimulate Direct Selling Grow on our Premium selection Increase penetration on Business targetCreate relationship
  9. 9. solution approach Your Our OurChallenge analysis solution
  10. 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. 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. 12. Mobile Post Card is highly appreciated+ 65.000 downloads+ 95.000 sent cardsHigh press coverage
  13. 13. Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  14. 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. 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. 16. During the holidays
  17. 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. 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 BruxellesPersonal text
  19. 19. A co-branded card is developed Printed on glossy paper Franked with a stamp Before 3PM created, delivered the next day
  20. 20. Club Med in a nutshellChallenges and solutionA multi-touchpoints actionConclusion
  21. 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. 22. 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 …
  23. 23. Thankyou

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