APOK bets on engagement
How do you turn customers into engaged brand ambassadors who effortlessly convince others to choose you? How do you reward employees for their commitment? APOK does it with an online loyalty platform and benefits programme. To let everyone know, we came up with a communication strategy that stood out.
Deep dives set the course
APOK, the roofing and façade specialist, wanted to engage its customers more strongly with a view to more sales. In three deep dive sessions, our communication strategists explored how to shape the digital savings platform for construction professionals, the myAPOK Club, in terms of content and strategy to boost loyalty (and sales).
We did the same for APOK Benefits, the benefits platform where their staff (and that of customers) get discounts on concerts, outings and a wide range of products.
A creative approach strengthens the brand image
The deep dive workshops brought a number of points of attention in the communication to light. To raise awareness of the platforms and activate them, an overarching story with striking imagery that could be rolled out across different media was a must-have.
The APOK brand and the message to the professional target groups had to be front and centre. Something our creatives took rather literally.
“Customer-centric communication that appeals to the target groups and strengthens the brand image.”
An omnichannel concept
We translated the story of the two engagement platforms, which we also helped to write, into some 15 concept visuals, each with a different message.
We used these visuals consistently across various tools, from email banners to visuals for the website. In this way, we strengthen the engagement of the target groups throughout the entire customer journey today.
An interactive trade fair concept
At the Belgian Roof Day, APOK was looking for more interaction and connection with visitors. It wanted to stand out while showcasing its APOK Exclusives under the motto ‘price and quality, perfectly in balance’.
Our creatives translated that theme into a simple but effective concept. At the heart of the stand: a slackline, a fun and challenging way to get the balance message across. Those who kept their balance received a spirit level. Those who didn’t, a pair of APOK socks.
Communication in balance
Besides developing and fitting out the stand, we also worked out the trade fair communication in consultation with APOK’s marketing team. We created vouchers with unique codes for free APOK Points and handed them out to customers and prospects: good for extra loyalty and follow-up afterwards. We also took care of the social content before, during and after the event. From teasers and live footage to a thank-you post afterwards.
The noticed trade fair appearance gave APOK the interaction it wanted with its target audience and brought its own teams closer together. Sales got more entry points with visitors. Marketing provided the visual and digital framing. A successful campaign all round.
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