CME13 Gilles Van Lembergen: AS Adventure
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Transcript of CME13 Gilles Van Lembergen: AS Adventure
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Content StrategyQ&A’s for a global Award-Winning Case:
A.S.Adventure
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A.S.ADVENTUREHow to use content marketing to build a brand from scratch
and make customer relationships really rewarding?
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1995.
Future client: “We’re a small brand, 1 store in Belgium.
We sell adventure(outdoor gear).”
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2007
Client: “We sell adventure, yet door-to-door, we’rejust pushing products...
How do we extend experience marketing to our promo folder?
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2007
Our answer: TRAVEL STORIESinjecting accessible experience into the door-to-doorpromo folder (inspiration and aspiration)
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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?”
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Our answer: A.S.MAGAZINEA rewarding customer relationship tool, the basis of a strong community
"selling adventure (aspiration) and experience (inspiration)": = matching brand experience with customer aspirations
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A.S.MAGAZINE Brand / product awareness through customer experience / stories:’If you want this adventure, A.S.Adventure ought to be your first stop'
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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?)
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2010
Client’s question: “We have lots of customers now,
but we still don’t know them...
Could you help us intensify customer
relationshipsand increase store visit frequency as well as average basket value?”
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2010
Our answer: EXPLORE MOREA loyalty program generatingcontacts and identified traffic • Advantage card (no margin decrease!!)
-> customer data• Monthly emails
°profile/interests (no spam) -> contact frequency
• Triggermails -> upsell °last purchase -> store traffic.
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2012. Client: “We know our customers now.
Could you help us acquire more customers and engage them in equally rewarding relationships?”
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2012
Our answer: BLOG + STORY ADSgenerating acquisitiononline & offline
• Blog °repurposed content -> SEO (pre sales funnel) + SEA
• + 'story ads' (radio).• Paid owned earned AND BACK!
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2012. Client: “We’ve got all these channels now. How do we adjust them to achieve ad hoc marcom objectives?
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2012
Our answer: 4 MARCOM OBJECTIVESflexibly working together across the multichannel content ecosystem
• brand awareness• product awareness• sales• customer relationship.
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Marcom objectivesare defined for each platform,in a complementary way
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The content strategy is flexible / can be finetunedaccording to short term marcom / business objectivese.g. overstock -> emphasis on sales across platforms
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A.S.Magazine content = guardian of brand dna ("selling adventure")across platforms,regardless objective.
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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’.