Developing Customer-Centric Strategies

transcript

Developing Customer-Centric StrategiesA look at AAA’s digital marketing program

Darren FreiDigital Content Director, Pace

@DarrenFrei

@PaceComm • #CMWorld

AGENDA① What is Customer-Centric Content?② Targeting Existing Audience(s)③ Audience Acquisition④ Building Content for Consumers⑤ Building Content for Travel Agents

1 What is Customer-Centric Content?

“Everything starts with the

Customer.”Louis XIV

The Sun King, 17th Century France

• Advertising• A sales pitch• One-sided • Channel- or product-centric

What it Isn’t

Content—and an approach for delivering it—that puts the user and their needs at the center of an experience.

What it Is

Product and sales information becomes a relevant next step in the context of the user’s specific need, but it’s not the core message.

Material that feels to your audience like it was perfectly tailored for them.

The Ideal

“Be everywhere, do everything, and never fail to

astonish the customer”Anon.

2 AAA: Targeting Existing Audience(s)

The Challenge

1. Create sustainable, ongoing conversations.

2. Engage members and prospects with consumer-centric content across a set of multichannel touchpoints.

3. Use content to deliver higher domestic travel bookings on AAA.com

4. Deliver pre- and post-purchase content for agent use for cruise and tour bookings

• Built a strong framework for content planning and deployment

• Developed calendar with topics and messaging

• Established a sustainable content pipeline

The Solution: AAA Content Mapped to Lifecycle

Developed Content for Three Key Segments

Image Hero

Personalization

Content

Navigation

Established Elites55+, wealthy, empty-nesters

Needs: High-touch, personalized service. Looking for experiences – not

material purchases. Make me feel special (I have time and money, so I’m

looking for recognition).

Urban Families35+, middle-income families

with older kids

Needs: Tools and guidance on how to improve my financial situation.

Products that protect my family are important to me. Money’s tight so I’m always looking for a good deal.

Professional Families35-55 couples, high dual income

from professional careers

Needs: Save me time; simplify my life; provide 24/7 access across multiple

channels. Personalized services. Looking for unique, memory-making experiences.

Assessed Audience Needs

Built Content Stream

IDENTIFY

Curate Topic

ORGANIZE

Review, filter and organize

CREATE

Add context

PUBLISH

Execute, circulate, measure and refine

3 AAA: Building Content for Consumers

Travel Conversation Touchpoints for Alaska

Facilitate conversations throughout the customer lifecycle

TIMING IS EVERYTHING: AN ALASKA QUIZ

“ALASKA ADVENTURES” IMMERSIVE

JUST BACK: ALASKA CRUISE

“WILD IN ALASKA” FEATURE

REAL-TIME FACEBOOK CAMPAIGN AND CTAs

INSPIRATIONAL VIDEOMEMBER

PHOTOS: MARK ZIRKLE

MEMBER STORY: TRIP INSURANCE

Dream & Learn – Immersive Website

Dream & Learn – Social Infographics

Dream & Learn – Content on AAA.com/Community

Remember & Share – Quizzes on AAA.com and Tablet

Dream & Learn – Print and Tablet Stories

Remember & Share – Dream & Learn – Facebook

4 AAA: Building Content for Travel Agents

“Go ahead, make my day.”

Harry Callahan (aka Dirty Harry)

iTRAVEL DESTINATION SLIDESHOWS

AGENT TIPS: ALASKA CRUISE

FOLLOW-UP

REMEMBER DREAM & LEARN SHOP

TRAVEL

PREPARING TO LEAVE ANTICIPATE THANK YOU!

REAL-TIME FACEBOOK CAMPAIGN

“WILD IN ALASKA” FEATURE FROM AAA LIVING

“ALASKA ADVENTURES” IMMERSIVE WEB PAGES

CONTENT UTILIZATION AT EVENTS

AAA.COM/TRAVELINSURANCE

TIMING IS EVERYTHING: AN ALASKA QUIZ

TOP CUSTOMER: ALASKA ADVENTURES

Alaska Content Mapped to Lifecycle

Agent Communication

• iTravel Agent Newsletter

• Webinar Series

• “How to Share”

Dream & Learn – YouTube VideoVideo link made available for use by agents at consumer events and during internal training activities

Shop – Content Utilization at Alaska Events

EVENT REGISTRATION BOUNCE-BACK EMAIL

Leads – Asset for Top Customer Mailing

Anticipate – Niche Slideshows on iTravel Agent Tool

Anticipate – Agent Tips on Agent iTravel Tool

Shop – Travel Insurance on AAA.com

5 AAA: Audience Acquisition

The Challenge

1. Connect with millennials

2. Spark interest in AAA travel products

3. Bridge the purchase consideration gap

The Solution: AAA Vacation Now!

DARREN FREIDigital Editorial DirectorPace

@DarrenFrei

darren.frei@paceco.com

Developing Customer-Centric Strategies

Marketing