2. AdvancedAdvanced
Promotional ServicePromotional Service
tunedtuned
onon ““marketingmarketing
orientedoriented”” CompaniesCompanies’’
needsneeds
in order to :in order to :
11--increase revenueincrease revenue
22-- increase clientincrease client
'loyalty'loyalty
33-- reach leadership inreach leadership in
marketmarket
3. Who we are
Formula Domina, already 6 years running in Russian Federation,
is a Domina Group’s subsidiary, based in Moscow
(www.formuladomina.ru ).
Domina Group, based in Milan, is a multinational company, world
leader in real estate and tourism, owner of hotel chain
(www.dominahotels.com ), including «Domina Coral Bay Hotel, Resort,
SPA & Casino Coral Bay» in Sharm El Sheik, malls in Europe and Middle
East.
5. Our philosophy…
We provide our company client with a strong &
effective emotional lever they use to motivate
their costumers
Our formula’s U.S.P.
Our emotional lever is not the dream of everyone to
have free vacation in the most beautiful place in the
world!
There are no restriction in term of business field, goods or services.
Every company, wherever running business, needs an effective
promotional tool.
We have the solution, we provide them with what they need!
6. The concept …
Good service
Company Client
Free Good vacation
More clients
More client’s
loyalty
More clients
More client’s
loyalty
7. The service …
• We publish 2 times per year a special catalogue
for the exclusive use of Formula Domina coupon
user
• Catalogue contains hotels in the most beautiful
place in the world
• Most of the hotels belong and are managed by
Domina Hotels Group
• Catalogue shows hotel’s rack rates and special
rates for coupon user only. Coupon’s user can
immediately see advantages they are getting
using Formula Domina services;
in several selected period and hotels coupon
user have free of charge accommodation in
B&B for 7 days for 2 persons!!!
• Perceived present’s value is up to 1000 euro
•100% of coupon user enjoy the advantageous
gift. It is not a lottery!
8. Vacation Coupon
•Coupon is a kind of “one use only
bonus card”.
•Coupon is up to 2 years valid.
• Coupon gives final users right to
book vacation from our catalogue
even free of charge according to
rules of use published in catalogue
itself.
• Private customers cannot by
coupon.
•Formula Domina sells coupons only
to selected corporate clients.
•Coupon owner can use it personally
or transfer it to another person
9. We have a common goal with our company client:
take care of costumers!
We have a common goal with our company client:
take care of costumers!
Our company client gives gift=coupon to customer upon shopping/getting service
Customer/coupon final user
enjoy a wonderful vacation
Customer will have again
vacation with DOMINA.
DOMINA reach one of its
goal:
increase hotel clients
Customer will use again our
company client’s service
that reaches its goals:
It get a loyal client, a repeater
And Increase revenue
Why it works …
10. High perceived value of present
+
Strong Emotional Lever
High perceived value of present
+
Strong Emotional Lever
Why it works …
50€
Perceived
value of gift
1000€
Average Cost
for client
company
11. Promo action …
Client shopping
goods/services
Client shopping
goods/services
Client receive coupon
and catalogue
as a gift
Client receive coupon
and catalogue
as a gift
Client chose destination
for vacation
Via FD Concierge
Client chose destination
for vacation
Via FD Concierge
Client has one year
time to choose
vacation
Client has one year
time to choose
vacation
Client have a wonderful
vacation
Client have a wonderful
vacation
12. Loyalty program …
Loyalty program
Not based on moneyBased on money
Emotional lever
Privileges Club of loyal
costumers
Rational lever
Discount Bonuses
13. ADVERTISING & PR USE…
Every one knows that the best advertising is :“mouth to mouth”.
Happy and satisfied clients get repeaters (client loyalty) and bring
other clients.
Coming back from a wonderful vacation your clients will be more
that happy!
To present potential or loyal clients with gift is a common use in
Public Relation.
Scientific studies confirm that more than 80% of customers
consider vacation the best gift.
14. Why is convenient …
Advantages using Formula Domina promotional service
1. Small cost for high perceived
gift value
2. Acceleration of
products/service sale
3. Vertical increment of sale
4. Quick introduction of new
product/service in market
5. Local Leadership in
merchandise belonging sector
6. Increase of Client’s loyalty
7. Quick store empting
8. Not tax for present receiver
15. Example of use …
Mechanism of promo action:
Opening a new bank deposit for at least
15000 rubles, client receive Formula
Domina’s Vacation coupon and
catalogue as a gift
Results after a few months of running
action:
• More than 80.000 coupon activated
Promotional campaign:
Banners in city
Radio
17. Example of use
• Mechanism of action:
• Every 3000 rubles of purchase
costumer receive 1 point
• When clients collected 3 points he
receive as a present Formula
Domina Catalogue and coupon
• Result after 1 months of running
promo action:
• 3250 costumers received coupon
and catalogue
• 2700 activated coupon
• 20% increase in average basket
• Promotional campaign:
• Inside and out side the shops