The Connected Traveler - Eindhoven Airport Digital Strategy
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The Connected Traveler - Eindhoven Airport Digital Strategy

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How Eindhoven Airport integrates digital tools within the customer journey

How Eindhoven Airport integrates digital tools within the customer journey

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The Connected Traveler - Eindhoven Airport Digital Strategy Presentation Transcript

  • 1. Eindhoven Airport MARKETINGPLAN 2013 Eindhoven Airport CONNECT WITH THE CONNECTED TRAVELER
  • 2. Eindhoven Airport MARKETINGPLAN 2013 Facts & Figures
  • 3. Facts & Figures General 2.9 million passengers 25.000 flights Over 60 destinations Digital 1,1 million unique visitors per year Over 17.000 Facebook fans Over 45.000 Facebook check-ins (#4 location in NL) Over 2.000 Twitter followers Over 30.000 app downloads Over 60.000 online parking sales
  • 4. Eindhoven Airport MARKETINGPLAN 2013 Strategic Focus
  • 5. Increase of awareness Get Eindhoven Airport top-of-mind, on a nationwide level Increase the awareness of our destination portfolio Brand development Claim positioning themes through off and online campaigns Prove these themes through operation and communication Marketing partnerships Cooperations with aviation and non-aviation partners Both outside and in the terminal Interaction Focus on connected traveler through online, e-mail and social Optimize conversion possibilities (search engine marketing a.o.) Accelerate on mobile Strategic Focus
  • 6. Eindhoven Airport MARKETINGPLAN 2013 Media Overview
  • 7. 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
  • 8. Eindhoven Airport MARKETINGPLAN 2013 The Connected Traveler
  • 9. 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.)
  • 10. Eindhoven Airport MARKETINGPLAN 2013 Determine the Customer Journey
  • 11. Customer Journey
  • 12. Customer Journey
  • 13. Facebook activity
  • 14. Customer Journey
  • 15. Eindhoven Airport MARKETINGPLAN 2013 Next…
  • 16. Next…
  • 17. Next…
  • 18. Next…
  • 19. 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
  • 20. Eindhoven Airport MARKETINGPLAN 2013 THANK YOU!