CME13 Gilles Van Lembergen: AS Adventure


Published on

Een verslag van de Content Marketing Experience 2013 is te lezen op de Content Marketing Blog:

Published in: Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. Content Strategy Q&A’s for a global Award-Winning Case: A.S.Adventure
    2. 2. A.S.ADVENTURE How to use content marketing to build a brand from scratch and make customer relationships really rewarding?
    3. 3. 1995. Future client: “We’re a small brand, 1 store in Belgium. We sell adventure (outdoor gear).”
    4. 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. 5. 2007 Our answer: TRAVEL STORIES injecting accessible experience into the door-to-door promo folder (inspiration and aspiration)
    6. 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. 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. 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. 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. 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. 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. 12. 2012. Client: “We know our customers now. Could you help us acquire more customers and engage them in equally rewarding relationships?”
    13. 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. 14. 2012. Client: “We’ve got all these channels now. How do we adjust them to achieve ad hoc marcom objectives?
    15. 15. 2012 Our answer: 4 MARCOM OBJECTIVES flexibly working together across the multichannel content ecosystem • • • • brand awareness product awareness sales customer relationship.
    16. 16. Marcom objectives are defined for each platform, in a complementary way
    17. 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. 18. A.S.Magazine content = guardian of brand dna ("selling adventure") across platforms, regardless objective.
    19. 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’.