build a integrated marketing and communication strategy for idtgv

iDTGV iDTGV iDTGV iDTGV iDTGV

FEELINKS

Véronique Cormier

Aude Gallois Diana Martins

Elisa Normand

Charles Richard

OK, So this is how the story goes

2

Background

1

Target

2

Strategy

3 Creative Concept

5 Com’ plan

6

Marketing

4

WHAT WILL BE SAID next does not come out of nowhere

Market

Analysis

Competition analysis

Press review

Brand analysis

Target

Interviews & Observations

44 clients on iDTGV 5 different destinations

10 people at

Gare de Lyon

60 questionnaires

3

Background

LET’S START with what you should know

3 Client paradox

2 Brand

4

1 Market

Background

Inexpensive

Expensive

Short travel time from

point A to point B Long travel time from

point A to point B

Background

iDTGV has to offer more than a cheap price: many competitors are low cost

1 Price is no longer the sole differentiating factor Market

5

iDTGV is a good deal

As shown in the mapping,

iDTGV is the brand that can take you

from point A to point B

in the shortest time

at a good price

In your brief,

you stated iDTGV as the

« bon plan » offer

Background

2 The best value for money when compared to competition

Brand 6

Customers want more than low fares, they want good service

Background

3 choose iDTGV for its low price* but aren’t

willing to pay less for lower quality in offer

Client paradox 57%

*Based on 44 interviews last February

Pour moi, le train idéal c’est :

ponctualité, confort et convivialité

Vincent, 42 ans

Ouigo, c’est moins cher certes,

mais devoir se déplacer dans des

gares annexes pour prendre son

train, c’est vraiment trop

contraignant

Sébastien, 38 ans

7

THAT IS customers want a good price, but not only

1 Market

Price will

no longer

be

the sole

differentiating factor

2 Brand

iDTGV offers

the best value

for money

compared to the

other players

3 Client paradox

of clients

choose iDTGV for its low price* but

aren’t willing to

pay less for lower

quality in offer

*Based on 44 interviews last February

57%

8

Background

BUT WHO IS this customer?

9

0

1

2

3

4

5

6

7

8

9

10

15 yo 20 yo 25 yo 30 yo 35 yo 40 yo 45 yo 50 yo 55 yo 60 yo 65 yo

and +

We interviewed 44 of them on the train

and 68% were aged between 25 and 45 years old

Target

AND of this target

82% were taking the train

to go visit close ones

*Data taken from

our interviews, 2013

10

So we decided to dig deeper

Target

WE FOUND that the target is away from his close ones, urban & young

Eager to visit his close ones

regularly during short stays

84% Train’s main

advantage:

closer from

family and

friends*

Had to leave

his hometown

for

professional

reasons

75%

would move in

another city if

they had

a hard time

finding a job*

Lives in

big towns

(mainly Paris)

58% are from

strongly

urbanized

cities*

25-45 years old

Has a diploma

go on holiday

more than once

a year*

22%

*Credoc, 2011

*Credoc, 2010

*IPSOS and Logica

Consulting, 2011

*Credoc, 2010

11

Target

IN OTHER WORDS, iDTGV doesn’t just sell tickets, it can facilitate

relationships

12

Strategy

BUT this opportunity is blocked due to awareness & services issues

No knowledge

of services

On average,

don’t know the

services

No iDTGV.com

reflex when

booking

book their iDTGV

tickets on

SNCF.com

Low sales

of services

So there is

scope for progress!

13

*Analysis of questionnaire, based on 60 answers, 2013

*As explained during brief, December 2012

*As stated in brief, December 2012

Strategy

70% 88%

MARCOM can help unlock this growth opportunity

1 MARKETING

Increase sales (tickets & services)

2 COMMUNICATION

Make people know & love the brand

14

Strategy

15

It all comes down

to relationships

with close ones

with people on board

with the brand

Marketing

1 MARKETING


16

SO the marketing idea is « iDTGV vous rapproche de vos proches »

Enhance relationships with the close ones

17

NAVENDIS

Moto +

Available in Province

iDZEN

Rest to be ready for the close ones > Sleeping mask

Enhance relationships with people on board

iDZINC iDZAP Supervisors

iDRDV Happy

Hour/ Music /

Massage

Brand ambassador

Speech / Support

idRDV reminder

iDRDV Poker /

coloring books

Provide additional services to improve both relationships

Services are pushed on Home Page VISITE TON PROCHE iDTGV map Mobile ticket Geolocalization + info for travellers Demo Games and newspapers on mobile app

RDV reminder when on board

Recap of last trips booked

Last minute push offers + Free ticket modiff/cancel

Full Games and newspapers on mobile app

Cumulative points > discounts/free iDTGV services iDRDV Pre-reservation Geolocalization for close ones Alert for close ones

LOYALTY PROGRAM SERVICES FOR All

Je n’hésiterais pas à prendre

les services Navendis et de

bout en bout s’ils me

permettent d’arriver plus

rapidement chez ma soeur

Marjorie 29 ans

of French people prefer staying at their close ones when on vacation*

•INSEE, 2004

36%

« iDTGV vous rapproche de vos proches »


18



iDRDV Happy

Hour/ Music /

Massage

Brand ambassador

Speech / Support

iDRDV reminder

iDRDV Poker /

coloring books


Services are pushed on Home Page VISITE TON PROCHE iDTGV map Mobile ticket Geolocalization + info for travellers Demo Games and newspapers on mobile app






LOYALTY PROGRAM SERVICES FOR All of French people

have discussed

with another

passenger

on board*

* IPSOS and Logica

Consulting, 2011

77%

J’aime faire des rencontres

dans le train, c’est pour ça que

je choisis toujours iDZAP et que

je viens souvent au bar !

Julie, 30 ans

Le train, c’est le moment

des possibles…

L’endroit parfait pour faire

des rencontres !

Pascal, 41 ans

of French people

have maintained a

relationship that they

had started on the

train

* IPSOS and Logica

Consulting, 2011

1/10

NAVENDIS

Moto +


iDZEN




19



iDRDV Happy

Hour/ Music /

Massage

Brand ambassador

Speech / Support

idRDV reminder

iDRDV Poker /

coloring books


Highlight services on Home Page iDTGV map Mobile ticket on Android Geolocalization + information for travellers Demo Games and newspapers on mobile app



Rends visite à ton proche




LOYALTY PROGRAM SERVICES FOR All

NAVENDIS

Moto +


iDZEN


of passengers are interested in mobile

tickets

based on our analysis of

questionnaire

J’aimerais beaucoup avoir

des offres de dernière

minute pour improviser des

week-ends chez mes

proches

Jean, 41 ans

67%


TO RECAP, the marketing standpoint is

2 with people

onboard

1 with close ones

20

Marketing

iDTGV is the brand that

facilitates relationships

through a unique experience

21

At iDTGV, we are for relationships. Because

relationships are what make people feel

alive. Every kind of relationship: the glance in

the street, the smile of a stranger, the family

meeting, the reunion with your best friend.

That’s why every day we commit to get

people closer one to another.

Because we don’t want to be just another

means of transport, we don’t just want to

help you go from point A to B. We want to

help you write the story of your life, by

getting you close to the people you love.

AND TO MAINTAIN RELATIONSHIPS you need dedicated moments to meet

RENDEZ-VOUS

22

Creative Concept

NOW, how do we express the marketing idea in communication?

23

Creative Concept

2 COMMUNICATION

Make people know & love the

brand

1 MARKETING


On a tous un rendez-vous

qu’on n’a pas envie de manquer

24

Creative Concept

Com’ plan

2 Website & mobile app

to drive to services

ALL COMMUNICATION OPERATIONS will drive to the website and mobile application

1 One message

to drive to web

25

Com’ plan

IT ALL STARTS with a Rendez-Vous

to drive traffic to website

and make people love and know the

brand

26

27

iDTGV is launching the rendez-vous : « C’est bon de se retrouver »

what An unusual RDV at train

arrival

why To catch attention

To give an example

where Dailymotion + Facebook + iDTGV.com

where in train stations

STEP 1 Gather ideas

People

who will soon

welcome

a close one

describe

how they would

greet their

close one

STEP 2 Top 5

iDTGV

picks

the top 5 best

ideas

STEP 3 Movie making

iDTGV

records

the

5 scenarios

STEP 4 Videos online

Surfers can vote

for their favorite

video

on idtgv.com

iDTGV will help 5 people make the most memorable greeting surprise to their

love one(s) at the train arrival

To win 1 year of tickets to see close ones

28




what An unusual

RDV at train arrival

why To catch attention

To give an example

where Dailymotion + Facebook + iDTGV.com

Teasing video Teasing banners Photo booth iDTGV.com Social media

30%

reach 25-44 yo

438,000 visits/day

9 000 fans

To interact with

fans

To give them

weekly updates

25 000 visits/day

461 000 visits/month

29





where Dailymotion

+ MSN

+ Skype

Click on banner = idtgv.com

30%

reach 25-44 yo

438,000 visits/day

28.3%

reach 25-44 yo

1,700,000 visits/day

56.8%

reach 25-44 yo

1,256,000 visits/day

Vous avez RDV avec un proche?

Organisez-lui avec

iDTGV une

surprise de taille

et

gagnez un an d’AR

pour aller voir la

personne de votre

choix!

Avec

iDTGV, c’est bon

de se retrouver

30





what Photobooths with

train seats

why To drive people on

idtgv.com

where in train stations

how People have to go

on idtgv.com to download the

photos

Un souvenir d’un rendez-vous avec X

31





HP with a mozaic of pictures: 1. when you click,

you get to the place where you can download your photobooth picture 2. you can vote for best video by clicking on button

Winning video unveil Videos making of

25 000 visits/day

461 000 visits/month

32





9 000 fans

To interact with

fans

To give them

weekly updates

FACEBOOK Contest updates

INSTAGRAM

iDTGV will also gather

pictures from

Instagram in the

mozaic on its HP

#rendez-vous

#famille

#rencontre

#amis

#retrouvailles

To host the iDTGV

experience

on its website

AND

To drive SEO

People even

post their

tickets on

Instagram!

Com’ plan

And the Rendez-Vous CONTINUES

to boost knowledge & sales of services

and make the concept last over time

33

Com’ plan

Here are a few examples

RDV on the Mobile app

Web banners

RDV on the train

Display in train and bus

stations

where

Dailymotion

+ Facebook

+ iDTGV.com

34

Com’ plan

AND FINALLY, a review of website & mobile app

to drive target to services

37

iDTGV.com will

iDTGV doesn’t have a store, so the user experience is elsewhere

1

make people

discover and

live the iDTGV experience

2

push the

services

3

be developed

in a flash-free

web design

4

have a new

clean and

modern look,

personalized

39 http://idtgv.businesscatalyst.com

http://idtgv.businesscatalyst.com/

LOYAL USERS will have MonID, their own dedicated, customisable space

1

User

centric

2

Name of

their close

ones instead

of

destination

3

Last minute

offers / Events

proposed

according to

the destination

4

Recap of last

trips booked

Com’ plan

41

42

Here is when we plan on doing all this

July August September October

February January December November

March April May June

Review of Website and Mobile application

Gather scenarios

Banners

Banners

Teasing video

Photo booth

Banners

Photo booth

Instagram

Facebook

Instagram

Facebook

Facebook

Web banners on services OOH Display on services

Gather scenarios

Banners

Top 5

Movie making Vote

Ceremony

Best video

VOUS ETES ARRIVES A

DESTINATION

FEELINKS

Véronique Cormier

Aude Gallois Diana Martins

Elisa Normand

Charles Richard