Like many businesses, Air Tahiti Nui (ATN) depends in part
on a sales force it doesn't control - in this case, thousands
of independent travel agents who book flights for business and leisure
travelers.
The Internet represented an affordable vehicle for
staying in touch with those agents and ensuring they - and their
customers - remain loyal.
Requirements:
 Give individual agents the
flexibility to customize direct marketing communications
as appropriate for their clients while adhering to ATN's branding
and messaging corporate guidelines.
Make the solution user-friendly
so marketing professionals could implement campaigns without assistance
from technology personnel.
|
 |
 Using
Message
Builders, a customized enterprise solution from EmailOpen,
ATN used a flyer template that could be personalized, printed and
distributed or emailed directly to clients.
Click here to watch the full process
Specifics:
The core of the marketing communications
piece - copy and layout - was locked. This ensured it would
be in full compliance with ATN's standards - i.e. "on brand and
on message."
Travel agents could easily
incorporate localized, client-specific messaging, such
as special promotions, individualized rates and offers and the travel
agents' own names, photos and contact information.
Email or print capability gave
each agent the additional flexibility of reaching his or her own
clients using means that made most sense for that specific client
relationship.
Travel agents implemented
the program using easy-to-understand built-in guidelines
and help functionality. Technical support was not required.
ATN could use EmailOpen's reporting
tools to measure use, including detailed information on
how often campaigns were opened by customers.
|
|
| After the first mailing, Air Tahiti Nui (ATN)
saw a dramatic increase in the number of Internet bookings.
|
Other benefits included:
Increased Sales Force Loyalty:
The EmailOpen solution gave ATN an extremely cost-effective means
of building sales force loyalty and promoting the ATN brand to a
wider audience of business and leisure travelers. ATN built goodwill
among travel agents, who, at no cost to themselves, received a flexible,
professionally designed sales piece to put in front of their clients.
Wider Audience Reach: ATN was able to piggyback on the agents' mailing list to reach a wider audience with appropriately branded marketing communications materials - without the cost of implementing and managing the effort themselves.
Rapid ROI: The program
achieved rapid ROI and is currently being expanded to include additional
distribution networks.
|
