Mapping media and technology to the travel buying process

Mapping Media + Technology to the buying process
Rob Gaedtke - KPS3 Marketing

KPS3 Marketing
One to One
Twelve Horses
KPS3 Marketing

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

The Concept
Products
Human
Media
TECHNOLOGY

The Cliff Notes

1
2
3
Understand how people make travel purchasing decisions
Gathering your products and assets
Mapping them together to create natural, relevant interactions

The Deep Dive

how people make travel purchasing decisions
1
The buyingprocess

Social influence
Personal influence
Openness to marketing
1
1. THINK
Research
Explore
Imagine
Dream
The buyingprocess

Social influence
Personal influence
1
2. ACT
Discover
Experience
Build
Realize
The buyingprocess
1. THINK
Research
Explore
Imagine
Dream

Social influence
Personal influence
1
3. EVOLVE
Remember
Share
Consider “next”
The buyingprocess
2. ACT
Discover
Experience
Build
Realize
1. THINK
Research
Explore
Imagine
Dream

THINK
Personal identity
Social considerations
1
The buyingprocess
Why it works

THINK
Personal identity
Basic human needs
Tangibles – dates, prices, amenities
Social experience
Sharing & connecting
1
ACT
The buyingprocess
Why it works

THINK
Personal identity
Basic human needs
Tangibles – dates, prices, amenities
Social experience
Sharing & connecting
1
ACT
The buyingprocess
Why it works
EVOLVE
Social belonging
Acceptance

Assemble your products and assets
2
Products& assets

PRODUCTS
2
Products& assets

assets
2
Products& assets
TECHNOLOGY
Media

Integrating your assets with the purchase process
3
CONNECTINGIT ALL

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

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

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

Samples of this concept in action

product
Stage
Channel
Core Product line
Think
technology
Photo based search

product
Stage
Channel
Core Product
Think
Media
Early winter branding

product
Stage
Channel
Secondary products/upsell opportunities
act
Technology
Helpful info
Cross sell opportunities
Up sell opportunities

product
Stage
Channel
Brand
evolve
Technology
Sharing opportunities

Questions?

Thank you

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Mapping media and technology to the travel buying process

by KPS3 Marketing on Oct 12, 2011

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Mapping media and technology to the travel buying process — Presentation Transcript