I thought it would be a good idea to introduce you all to the wonderful world of Marketing where I completed my second assignment. Based in the CRM (Customer Relationship Management) team, I focused my efforts on two main projects – a Customer Recognition Programme and the marketing communications of the new MyThomson iPhone App.
CRM is about how we manage the relationship with our customers through their journey with us. The marketing side of CRM is split into 3 core areas: Acquisition, Pre-departure and Retention. In a nutshell; the Acquisition team markets to customers throughout the complete sales process with the view to convert interest to bookings. The Pre-departure team informs and inspires customers about their holiday once they’ve booked and encourages the sales of holiday extras. And finally, the Retention team manages the ongoing relationship with customers to encourage them to rebook with us every year. We do all this by understanding customers’ needs and preferences and using a ‘sales through service’ approach to tailor offers and content accordingly within our communications.
As part of the Customer recognition programme, I helped to support the launch of ‘Surprise & Delights’ on-board our Cruise ships to our valuable Thomson Cruise passengers. This included the creation of ‘Little Thank you’ stationary cards, managing the logistics of getting them to all of our cruise ships within a certain timeframe. As well as this, in preparation for the extension of the strategy for our Mainbeach customers I briefed some ideas for a new initiative working with the Product Development and Airline teams to document a particular suggestion (watch this space…).
The majority of my time in CRM was spent creating a marketing communications plan from scratch for our new MyThomson iPhone App that launched only last week. I liaised with key stakeholders around the business to understand costs and timeframes for our direct and broadcast communication channels. I worked closely with an external agency in London, who created the app, to coordinate the launch communications and ensured we advertised a consistent message to our customers. The responsibility I had on such a high-profile project was fantastic and really helped with my development.
The marketing launch included an email to over 300,000 pre-departure customers, a national press campaign, extensive digital campaign, press releases, social media, video demo (which you can see here), retail presence and much, much more. The hard work really paid off as the app managed to reach the number 1 spot in the App Store’s ‘Free Travel Apps’ chart and we’ve had great feedback from our customers – what a fantastic achievement!
I loved every minute of my marketing assignment! Alongside my two main assignments, I also managed the end-to-end direct marketing campaign for the launch of our summer 2014 Island Cruise programme and I’m now eagerly awaiting the results to see if I’ve managed to acquire some incremental bookings.
So yes, it’s fair to say, it’s all systems go in Marketing and there’s never a dull day!
(UK Commercial Graduate)