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
CME13 Gilles Van Lembergen: AS Adventure
Q&A’s for a global Award-Winning Case:
How to use content marketing to build a brand from scratch
customer relationships really rewarding?
“We’re a small brand,
1 store in Belgium.
We sell adventure
Client: “We sell adventure,
yet door-to-door, we’re
just pushing products...
How do we extend
to our promo folder?
into the door-to-door
(inspiration and aspiration)
“We’ve hit solid growth stage.
Could you help us retain
our grown customer base
and establish the first step of rewarding
relationship tool, the basis of
a strong community
"selling adventure (aspiration) and
= matching brand experience
with customer aspirations
Brand / product awareness through customer experience / stories:
’If you want this adventure, A.S.Adventure ought to be your first stop'
(Why buy walking shoes?)
(Why these walking shoes?)
• EXPERTISE / ADVICE
(Why buy them at A.S.?)
(What else should I buy?)
“We have lots of customers now,
but we still don’t know them...
Could you help us
and increase store visit frequency
as well as average basket value?”
A loyalty program generating
contacts and identified traffic
• Advantage card (no margin decrease!!)
-> customer data
• Monthly emails
profile/interests (no spam)
-> contact frequency
-> upsell last purchase
-> store traffic.
2012. Client: “We know our customers now.
Could you help us acquire more customers
and engage them in equally rewarding relationships?”
BLOG + STORY ADS
online & offline
• Blog repurposed content
-> SEO (pre sales funnel) + SEA
• + 'story ads' (radio).
• Paid owned earned AND BACK!
2012. Client: “We’ve got all these channels now.
How do we adjust them to achieve
ad hoc marcom objectives?
4 MARCOM OBJECTIVES
flexibly working together
across the multichannel
are defined for each platform,
in a complementary way
The content strategy is flexible / can be finetuned
according to short term marcom / business objectives
e.g. overstock -> emphasis on sales across platforms
= guardian of brand dna
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’.