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Mapping media and technology to the travel buying process

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This deck looks at aligning the travel buying process with technology and media to create a more natural, user centric approach.

This deck looks at aligning the travel buying process with technology and media to create a more natural, user centric approach.

Published in: Business, Technology

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  • An avid traveler, outdoor junkie and an occasional nerd, Rob splits his time between leading the creative and digital arm of KPS3 Marketing and finding the next best adventure spot. He has been involved in the travel space for over 6 years now working with visitor bureaus, ski resorts, travel magazines and countless others. Prior to joining KPS3 Rob spent three years at One To One Interactive leading their travel and tourism practice and managing a team of creative, technical, and strategic professionals to create dynamic websites supported and grown through mobile, email, social and online advertising. He has an extensive background in digital marketing and technology and has a depth of knowledge and understanding of emerging technologies to assist KPS3’s strategic communication services. Rob graduated from the University of Nevada, Reno, where he received his bachelor’s degree in journalism with an emphasis in advertising and received a minor in marketing. Rob currently serves on the board for Truckee Meadows Tomorrow and the Nevada Public Health Foundation.
  • We are all humans… we Think, Act and Evolve based on similar patterns. Those patterns can be discovered, mapped and exploited to make stronger media and technology decisions. When you get into the habits and trends of people your able to anticipate what they will react and respond to based on the stage of the buying process they are in.Google adwords, transactional emails, location based applications, on-site signage, specific pages on our websites… these are all areas that allow us to know exactly what stage in the buying process our clients are in and we can deliver and create technology based on that. Some areas are a but ambiguous, but the ones we know we need to capitalize on.
  • We are all humans… we Think, Act and Evolve based on similar patterns. Those patterns can be discovered, mapped and exploited to make stronger media and technology decisions. When you get into the habits and trends of people your able to anticipate what they will react and respond to based on the stage of the buying process they are in.Google adwords, transactional emails, location based applications, on-site signage, specific pages on our websites… these are all areas that allow us to know exactly what stage in the buying process our clients are in and we can deliver and create technology based on that. Some areas are a but ambiguous, but the ones we know we need to capitalize on.
  • When you look at how people make travel decisions you will find that they make them based on a similar process and understanding that process is key to getting/building the right technology and delivering the right message to them
  • The next step is a no brainer, but you need to know your assets and your product line so that you can successfully accomplish step 3.
  • Now that you understand the way people make purchases you can successfully map them together and create a natural experience for your user
  • Now lets get into the nitty gritty and dig into each step and the underling social needs for each
  • Every traveler instinctively follows a similar path when booking a vacation.
  • The travel buying process has underlying social components that all humans possess. Understanding which aspects relate to each stage is the key to building relevant online technology.
  • Facebook example… making sure that you talk about each component
  • Go through all the types of assets here
  • Not where you show $$$
  • Transactional emails
  • Transcript

    • 1. Mapping Media + Technology to the buying process
      Rob Gaedtke - KPS3 Marketing
    • 2. KPS3 Marketing
      One to One
      Twelve Horses
      KPS3 Marketing
    • 3. Agenda:
      The concept
      Presentation cliff notes
      A deeper dive
      How the buying process works
      Assembling your assets
      Tying it all together
      Concept in action
      Questions
    • 4. The Concept
      Products
      Human
      Media
      TECHNOLOGY
    • 5. The Cliff Notes
    • 6. 1
      2
      3
      Understand how people make travel purchasing decisions
      Gathering your products and assets
      Mapping them together to create natural, relevant interactions
    • 7. 1
      2
      3
      Understand how people make travel purchasing decisions
      Gathering your products and assets
      Mapping them together to create natural, relevant interactions
    • 8. 1
      2
      3
      Understand how people make travel purchasing decisions
      Gathering your products and assets
      Mapping them together to create natural, relevant interactions
    • 9. The Deep Dive
    • 10. how people make travel purchasing decisions
      1
      The buyingprocess
    • 11. Social influence
      Personal influence
      Openness to marketing
      1
      1. THINK
      Research
      Explore
      Imagine
      Dream
      The buyingprocess
    • 12. Social influence
      Personal influence
      Openness to marketing
      1
      2. ACT
      Discover
      Experience
      Build
      Realize
      The buyingprocess
      1. THINK
      Research
      Explore
      Imagine
      Dream
    • 13. Social influence
      Personal influence
      Openness to marketing
      1
      3. EVOLVE
      Remember
      Share
      Consider “next”
      The buyingprocess
      2. ACT
      Discover
      Experience
      Build
      Realize
      1. THINK
      Research
      Explore
      Imagine
      Dream
    • 14. THINK
      • Personal identity
      • 15. Social considerations
      1
      The buyingprocess
      Why it works
    • 16. THINK
      • Personal identity
      • 17. Social considerations
      • 18. Basic human needs
      • 19. Tangibles – dates, prices, amenities
      • 20. Social experience
      • 21. Sharing & connecting
      1
      ACT
      The buyingprocess
      Why it works
    • 22. THINK
      • Personal identity
      • 23. Social considerations
      • 24. Basic human needs
      • 25. Tangibles – dates, prices, amenities
      • 26. Social experience
      • 27. Sharing & connecting
      1
      ACT
      The buyingprocess
      Why it works
      EVOLVE
      • Social belonging
      • 28. Acceptance
    • Assemble your products and assets
      2
      Products& assets
    • 29. PRODUCTS
      2
      Products& assets
    • 30. assets
      2
      Products& assets
      TECHNOLOGY
      Media
    • 31. Integrating your assets with the purchase process
      3
      CONNECTINGIT ALL
    • 32. Brand driven media campaigns, experience based SEO, SEM campaigns using experience modifiers “best, fun, relaxing, exciting,” easy access to reviews and user generated content, optimized photos and videos, social channels.
      think
      Channels
      media
      Technology
      PRODUCTS
      Core PRODUCT LINE ONLY
    • 33. Booking engines, internal site search, planning tools, maps and logistic information, time sensitive deals and specials, opt-in email + text options for tips and advice, retargeting campaigns, upsell/cross sell deals on location services (foursquare, facebook, etc.), onsite signage for app downloads, incentives to share photos, cookie based/product based upsell campaigns.
      ACT
      Channels
      media
      Technology
      PRODUCTS
      Core PRODUCT LINE + Secondary products/upsell opportunities
    • 34. Feedback email campaigns, ways to share via social channels, upsell opportunities for future visits, thank you emails + messaging, incentive programs for advocates, link building opportunities, user generated content
      evolve
      Channels
      Technology
      Technology
      Technology
      PRODUCTS
      Retargeting core product line
    • 35. Samples of this concept in action
    • 36. product
      Stage
      Channel
      Core Product line
      Think
      technology
      Photo based search
    • 37. product
      Stage
      Channel
      Core Product
      Think
      Media
      Early winter branding
    • 38. product
      Stage
      Channel
      Secondary products/upsell opportunities
      act
      Technology
      Helpful info
      Cross sell opportunities
      Up sell opportunities
    • 39. product
      Stage
      Channel
      Brand
      evolve
      Technology
      Sharing opportunities
    • 40. Questions?
    • 41. Thank you