MAKING CRM MAGICAL
A DISNEY VACATION CLUB BRAND ENGAGEMENT JOURNEY
The Disney Vacation Club Marketing Automation Solution (MAS) program is a trigger-based CRM program that engages prospects and leads across several channels (EM, DM, Social) and multiple communication flows – each of which is targeted at a specific prospect or lead mindset and position in the purchase funnel.
Disney Vacation Club 101
This video is featured within the first touchpoint of a series of automated marketing emails delivering targeted content to leads and prospects in the early stages of brand engagement.
Diving deeper into the brand pillars
Leads and prospects who engaged with the first stage of automated marketing were then served a series of drip emails featuring content that dove deeper into three specific brand pillars.
Overcoming the barriers to purchase a Membership
If a lead interacted with Disney Vacation Club during the first stages of marketing and ended up taking a virtual or in-person tour but did not purchase a Membership, then the lead was put into a third phase of communication. This phase uses triggered emails and video to help the lead overcome one of six specific barriers (determined by the sales guide they toured with) and drives the lead to contact their sales guide to create another sales interaction.
