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
@PaceComm • #CMWorld
1 What is Customer-Centric Content?
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“Everything starts with the
Customer.”Louis XIV
The Sun King, 17th Century France
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• Advertising• A sales pitch• One-sided • Channel- or product-centric
What it Isn’t
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Content—and an approach for delivering it—that puts the user and their needs at the center of an experience.
What it Is
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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.
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Material that feels to your audience like it was perfectly tailored for them.
The Ideal
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The Ideal
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“Be everywhere, do everything, and never fail to
astonish the customer”Anon.
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2 AAA: Targeting Existing Audience(s)
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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
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Developed Content for Three Key Segments
Image Hero
Personalization
Content
Navigation
CTA
CTA
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.
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Assessed Audience Needs
Built Content Stream
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IDENTIFY
Curate Topic
ORGANIZE
Review, filter and organize
CREATE
Add context
PUBLISH
Execute, circulate, measure and refine
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3 AAA: Building Content for Consumers
Travel Conversation Touchpoints for Alaska
18
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 – 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
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“Go ahead, make my day.”
Harry Callahan (aka Dirty Harry)
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iTRAVEL DESTINATION SLIDESHOWS
AGENT TIPS: ALASKA CRUISE
FOLLOW-UP
REMEMBER DREAM & LEARN SHOP
LEADS
TRAVEL
PREPARING TO LEAVE ANTICIPATE THANK YOU!
BOOK
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
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The Challenge
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1. Connect with millennials
2. Spark interest in AAA travel products
3. Bridge the purchase consideration gap
The Solution: AAA Vacation Now!
