Marketing achievements on the Leisure market

Review & Report

Examples of market research and analysis : •  Market research on the German tourism market (2001) •  Survey about client expectations vs brochure content (based on the 2003 Winter catalog) •  Business review on French travel networks such as Kuoni, Air France, Fnac •  SWOT and Business Review on the “Thomas Cook Voyages” French travel network: 2004,

2008, 2010 with geographic focus aimed at offering tailor-made marketing and sales initiative

•  Survey about travel agent loyalty program •  Risks study and business transfers

Examples of reports : •  Monthly business and activity report

•  Global statistics with key performance indicators

•  Yearly reports: performance analysis, ROI-studies, geographic focus, etc. •  Business performance forecast

Customers

1,500 travel agents of the distribution network

Customers Customers Customers

1,500 travel agents of the distribution network

Marketing 360 applied to B2B-partnership

Develop product & technical

knowledge Convince through own experience

Enhance brand

visibility on POS

1,500 travel agents of

Provide Information

1,500 travel agents of the distribution network

1,500 travel agents of the distribution network

Promote sales

Set up Incentive program

Provide sales support

Investigate in co-branding

Marketing 360 – 1st step : (in)form

Constantly (in)form

Develop product & technical

knowledge Convince through

own experience

Provide Information

Develop product knowledge & technical agility : -  Training sessions -  E-learning -  Technical memos

Turn travel agents to brand ambassadors -  Organize seminars or regional meetings in resorts -  Invite to resort inaugural events -  Reward performances with free stays

Maintain a high level of product knowledge -  Dedicated section on network’s Intranet1 -  Newsletter3

-  Other internal communication ways2 (meetings, notes etc.) -  E-mailing -  Provide brochures and in-store promotion4

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Marketing 360 – 2nd step : Stay top of mind

Stay on the top of mind

Enhance brand visibility -  Buy media spaces1 (windows, screens etc.) -  Provide POS with in-store promotion2 -  Enhance the e-reputation3

- Support special actions on POS

Investigate in co-branding, sponsoring, brand content etc. -  B2B2C e-mailing1 -  Insert product content in networks’ publications2

-  Co-sponsor events targeting end consumers3

-  Co-advertise in local press or outdoor4 -  Build brand content5

Stay on the Stay on the top of mind top of mind

Investigate in co-

branding

Enhance brand

visibility on POS

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Trade marketing with networks -  Buy tactical media spaces1 (radio spots, magazines, Internet etc.) -  Provide exclusive promotions -  Participate to network’s special offers3 or tourism shows2 -  Organize outgoing calls to end consumers2 (direct marketing)

Provide dedicated sales support -  Provide direct access to the booking system and direct assistance if needed -  Private access to the call center (dedicated number) -  Private access to product Information -  Simplify sales procedures through Internet1

-  Overcome all sales constraints

Marketing 360 – 3rd step : Generate sales

Generate Sales

Promote sales

Set up incentive program

Provide sales

support

Motivate and reward business performances -  Organize quiz, games etc. -  Propose sales incentives1 (through free stays, financial bonus etc.) -  Set up a yearly reward program based on BV2, support the “Millionaires’ club” with special trips (Indonesia etc.) -  Reward special performances3 (invitations to special events, flowers, congratulation note of the Chairman etc.

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Marketing 360 for end consumers

Display Advertising

Radio

Brochure Printing &

Pricing

Promote Sales

Partnerships

CRM

Trade Marketing with TAs

Print

Marketing 360 – Above the line investments

Above the line

Carat Germany - Media Agency

Publicis Germany – Communication Agency

Display Advertising

Above the line

Radio

Print

Display advertising campaigns -  Buy media spaces (shelters, outdoor billboards1) -  Design messages and write campaign brief -  Develop the campaign in cooperation with media and communication agencies

Radio advertising campaign (2003) -  Buy media spaces (HR, WDR, Südwest Rundfunk…) -  Design messages for tactical 30’ spots -  Participate to the development with agencies (i.e. validate texts, choice of voices, spots’ registration in studios, etc.)

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German claim: “Re-naissance der Sinne” 1999

German claim: “Club Med, einmalig anders” 2003

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Print advertising campaigns : daily press, magazines, trade press -  Buy media spaces :

• Daily press: FAZ, WAZ, Süddeutschzeitung, Die Welt etc. • Magazines: TV Spielfilm, Abenteuer Reisen, Spiegel etc. • Trade press: Touristik Aktuell, TT, FVW etc.

-  Participate to the development: i.e. validate paper, messages, formats (ads, tacticals, infomercials) etc.) -  Coordinate PR: invitation to inaugural events, interviews etc.

Participate to the development: i.e. validate paper, messages, 3

Marketing 360 – Below the line investments

Brochure Printing &

Pricing CRM

Trade Marketing with TAs

Below the line Mouse House Dusseldorf -

Communication Agency Gremmer Agency

(CRM)

Supervise brochures’ printing & draft pricing policy -  2 seasonal brochures / year with a German insert for prices1

-  Call for tenders -  Supervise translation and produce the insert with a communication agency -  Negotiate price policy with head office -  Sell cross-ads with partners

Develop Trade Marketing with travel agencies -  Produce communication supports for agencies: leaflets, windows’ display, posters

-  Make cross-ads -  Atend key-events: ITB Berlin

And moreover: -  Organize famtrips to make travel agents discover product news -  constantly form and inform travel agents about products’ news -  Invite TAs key clients to special events: movie releases, “Münchner Oktoberfest”

Develop Direct Marketing -  2 seasonal mailings / year linked with brochures releases with or without special offer

-  Database maintenance -  Design loyalty programs : special offers, special mailing, dedicated events etc. -  Use direct marketing supports to advertise (i.e. sales documents)

Marketing 360 – Below the line investments

Promote Sales

Partnerships

Below the line

Communication Agency

Develop Trade Marketing with travel agencies -  Place product in TV-film productions: “Ein Millionär zum Früstück” on Club Med 2 -  Organize events around movies: “Ocean Men” in Munich or “James Bond – The world is not enough” in Francfort -  Contract with B2B partners to co-brand in print supports or to sponsor commercial actions such as clients’ events : Ferrero, Betty Barclay Cup of Hamburg (WTA tournament), Danone, Coca Cola…

Set up short term sales’ events -  Design special offers (long term sales promotion published in the brochure and short term offers aimed at overturning sales trends) -  Produce communication supports for agencies

-  Buy tactical media spaces (radio spots, magazines, etc.) -  Provide exclusive promotions for TAs

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2002

Organize events around movies: “Ocean Men” in Munich or “James

, Coca Cola…

2001