the connected traveler - eindhoven airport digital strategy
DESCRIPTION
How Eindhoven Airport integrates digital tools within the customer journeyTRANSCRIPT
Eindhoven AirportMARKETINGPLAN 2013Eindhoven AirportCONNECT WITH THECONNECTED TRAVELER
Eindhoven AirportMARKETINGPLAN 2013
Facts & Figures
Facts & Figures
General
2.9 million passengers25.000 flightsOver 60 destinations
Digital
1,1 million unique visitors per yearOver 17.000 Facebook fansOver 45.000 Facebook check-ins (#4 location in NL)Over 2.000 Twitter followersOver 30.000 app downloadsOver 60.000 online parking sales
Eindhoven AirportMARKETINGPLAN 2013
StrategicFocus
Increase of awarenessGet Eindhoven Airport top-of-mind, on a nationwide levelIncrease the awareness of our destination portfolio
Brand developmentClaim positioning themes through off and online campaignsProve these themes through operation and communication
Marketing partnershipsCooperations with aviation and non-aviation partnersBoth outside and in the terminal
InteractionFocus on connected traveler through online, e-mail and socialOptimize conversion possibilities (search engine marketing a.o.)Accelerate on mobile
Strategic Focus
Eindhoven AirportMARKETINGPLAN 2013
MediaOverview
SALES PAID OWNED EARNED
TV, PRINT, RADIO, SAMPLING, BANNERING,
OUTDOOR etc.
TERMINAL, MOBILE APP, WEBSITE, NEWSLETTER,
FACEBOOK PAGE, TWITTER ACCOUNT
BUZZ OP FACEBOOK (ENGAGEMENT),
TWITTER, YOUTUBE, BLOGS etc.
PUBLIC CONSUMERS FANS
Sales, Paid, Owned, Earned media
SEARCH ENGINE ,AFFILIATE SALES
PUBLIC
Eindhoven AirportMARKETINGPLAN 2013
The ConnectedTraveler
The ‘Connected Traveler’
The ‘connected traveler’ phenomenon is rising. 57% of all Europeans own a
smartphone. In the Netherlands this percentage is even higher: 61%
• Over 30.000 people downloaded our app. Over 45.000 people checked in on Facebook. Over 138.000 people placed a status update from Eindhoven Airport.
• There is a number of chances to offer added services to these passengers. This can be done on various moments during the customer journey, creating multiple touch points.
• This way you can be relevant as an airport and increase your revenue and spend per PAX
• Mobile should be focused on branded utilities (traffic information, travel inspiration…), and sales (parking, retail and restaurant deals etc.)
Eindhoven AirportMARKETINGPLAN 2013
Determine theCustomer Journey
Customer Journey
Customer Journey
Facebook activity
Customer Journey
Eindhoven AirportMARKETINGPLAN 2013Next…
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Key take outs
In 2013 we were able to create a strong foundation for our digital strategy
The consumer is reached through multiple platforms
Created awareness during the Orientation Episode (Episode1), through relevant posts and targeted advertising
Integrated social in the customer journey (Episode 2, 3, 4) through the Facebook VIP program
Monitor and manage numbers as much as possible: engagement and reach
Keep learning, keep innovating
Eindhoven AirportMARKETINGPLAN 2013THANK YOU!