Een verslag van de Content Marketing Experience 2013 is te lezen op de Content Marketing Blog: http://contentmarketingblog.nl/?p=469

1. Content Strategy
Q&A’s for a global Award-Winning Case:
A.S.Adventure

2. A.S.ADVENTURE
How to use content marketing to build a brand from scratch
and make
customer relationships really rewarding?

3. 1995.
Future client:
“We’re a small brand,
1 store in Belgium.
We sell adventure
(outdoor gear).”

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. 2007
Our answer:
TRAVEL STORIES
injecting accessible
experience
into the door-to-door
promo folder
(inspiration and aspiration)

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. 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. 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. 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. 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. 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. 2012. Client: “We know our customers now.
Could you help us acquire more customers
and engage them in equally rewarding relationships?”

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. 2012. Client: “We’ve got all these channels now.
How do we adjust them to achieve
ad hoc marcom objectives?

15. 2012
Our answer:
4 MARCOM OBJECTIVES
flexibly working together
across the multichannel
content ecosystem
•
•
•
•
brand awareness
product awareness
sales
customer relationship.

16. Marcom objectives
are defined for each platform,
in a complementary way

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. A.S.Magazine content
= guardian of brand dna
("selling adventure")
across platforms,
regardless objective.

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’.