Orange has a tough job to do. Despite having one of the most recognisable brands in the history of British business, it has to deliver that brand via distinct, targeted messages to everyone from 16-year-old social media lovers, to one-man-band businesses, to technophobe mums and dads. That means a flexible, strategic approach to CRM – and an agency that understands not only the Orange brand and its business objectives, but also how those different groups consume content.
Explore
Distributed instore and designed to appeal to a mass audience, Explore magazine makes technology exciting and accessible by ditching the jargon and communicating how products fit the reader’s lifestyle instead. It works, too, with sales of products featured in the magazine going up by 43 per cent, and 78 per cent of readers saying that they love the magazine.
Inbox
When a customer receives a new phone – no matter what their demographic – they want to know how to get set up quickly. In addition, Orange needs to reduce pressure on its call centres while also increasing ARPU. Our solution is a range of bespoke inbox booklets that achieve all these objectives. As an example, the booklet for the RIO handset achieved 57 per cent higher than average ARPU in its first month and 41 per cent take-up on the Dolphin talk plan against a 16 per cent average.
The Business
We understand that business customers work hard and are time-poor. As a result, we created The Business, a magazine that positions Orange as reliable solution providers by introducing readers to practical technology solutions.
Business Matters
Positioning Orange as experts in corporate technology solutions, Business Matters is an email newsletter delivered to the inbox of IT decision makers. Using feature writers and experts who contribute to newsstand technology titles such as Wired, T3 and PC Plus, we reflect Orange’s expertise by giving readers content they won’t get anywhere else.
Exchange
The content a sole-trader business requires is very different to that required by an employer of 50 people. We guarantee that the right messages are getting to the right people by creating eight segmented versions of Exchange, the Orange customer magazine for small businesses. We’ve had a 400 per cent uplift in readers emailing the magazine since its relaunch this year, testament to just how engaged readers are with consulting Orange as a provider of business solutions.
Orange France
Orange France offers an expanded product and services, taking in TV packages and fixed-line/broadband over and above the range offered by the UK brand. Le Catalogue for Orange France is an instore products and services catalogue for consumers. It goes into stores seven time a year, matching the key retail periods for the brand, with a companion business catalogue called L’Actualité – pour les pros et les créateurs.