Mapping Media + Technology to the buying process<br />Rob Gaedtke - KPS3 Marketing<br />
KPS3 Marketing<br />One to One<br />Twelve Horses<br />KPS3 Marketing<br />
Agenda: <br />The concept<br />Presentation cliff notes<br />A deeper dive<br />How the buying process works<br />Assembli...
The Concept<br />Products<br />Human<br />Media<br />TECHNOLOGY<br />
The Cliff Notes<br />
1<br />2<br />3<br />Understand how people make travel purchasing decisions<br />Gathering your products and assets<br />M...
1<br />2<br />3<br />Understand how people make travel purchasing decisions<br />Gathering your products and assets<br />M...
1<br />2<br />3<br />Understand how people make travel purchasing decisions<br />Gathering your products and assets<br />M...
The Deep Dive<br />
how people make travel purchasing decisions<br />1<br />The buyingprocess<br />
Social influence<br />Personal influence<br />Openness to marketing<br />1<br />1. THINK<br />Research<br />Explore<br />I...
Social influence<br />Personal influence<br />Openness to marketing<br />1<br />2. ACT<br />Discover<br />Experience<br />...
Social influence<br />Personal influence<br />Openness to marketing<br />1<br />3. EVOLVE<br />Remember<br />Share<br />Co...
THINK<br /><ul><li>Personal identity
Social considerations</li></ul>1<br />The buyingprocess<br />Why it works<br />
THINK<br /><ul><li>Personal identity
Social considerations
Basic human needs
Tangibles – dates, prices, amenities
Social experience
Sharing & connecting</li></ul>1<br />ACT<br />The buyingprocess<br />Why it works<br />
THINK<br /><ul><li>Personal identity
Social considerations
Basic human needs
Tangibles – dates, prices, amenities
Social experience
Sharing & connecting</li></ul>1<br />ACT<br />The buyingprocess<br />Why it works<br />EVOLVE<br /><ul><li>Social belonging
Acceptance</li></li></ul><li>Assemble your products and assets<br />2<br />Products& assets<br />
PRODUCTS<br />2<br />Products& assets<br />
assets<br />2<br />Products& assets<br />TECHNOLOGY<br />Media<br />
Upcoming SlideShare
Loading in …5
×

Mapping media and technology to the travel buying process

1,685 views

Published on

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
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,685
On SlideShare
0
From Embeds
0
Number of Embeds
266
Actions
Shares
0
Downloads
37
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 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
  • Mapping media and technology to the travel buying process

    1. 1. Mapping Media + Technology to the buying process<br />Rob Gaedtke - KPS3 Marketing<br />
    2. 2. KPS3 Marketing<br />One to One<br />Twelve Horses<br />KPS3 Marketing<br />
    3. 3. Agenda: <br />The concept<br />Presentation cliff notes<br />A deeper dive<br />How the buying process works<br />Assembling your assets<br />Tying it all together<br />Concept in action<br />Questions<br />
    4. 4. The Concept<br />Products<br />Human<br />Media<br />TECHNOLOGY<br />
    5. 5. The Cliff Notes<br />
    6. 6. 1<br />2<br />3<br />Understand how people make travel purchasing decisions<br />Gathering your products and assets<br />Mapping them together to create natural, relevant interactions<br />
    7. 7. 1<br />2<br />3<br />Understand how people make travel purchasing decisions<br />Gathering your products and assets<br />Mapping them together to create natural, relevant interactions<br />
    8. 8. 1<br />2<br />3<br />Understand how people make travel purchasing decisions<br />Gathering your products and assets<br />Mapping them together to create natural, relevant interactions<br />
    9. 9. The Deep Dive<br />
    10. 10. how people make travel purchasing decisions<br />1<br />The buyingprocess<br />
    11. 11. Social influence<br />Personal influence<br />Openness to marketing<br />1<br />1. THINK<br />Research<br />Explore<br />Imagine<br />Dream<br />The buyingprocess<br />
    12. 12. Social influence<br />Personal influence<br />Openness to marketing<br />1<br />2. ACT<br />Discover<br />Experience<br />Build<br />Realize<br />The buyingprocess<br />1. THINK<br />Research<br />Explore<br />Imagine<br />Dream<br />
    13. 13. Social influence<br />Personal influence<br />Openness to marketing<br />1<br />3. EVOLVE<br />Remember<br />Share<br />Consider “next”<br />The buyingprocess<br />2. ACT<br />Discover<br />Experience<br />Build<br />Realize<br />1. THINK<br />Research<br />Explore<br />Imagine<br />Dream<br />
    14. 14. THINK<br /><ul><li>Personal identity
    15. 15. Social considerations</li></ul>1<br />The buyingprocess<br />Why it works<br />
    16. 16. THINK<br /><ul><li>Personal identity
    17. 17. Social considerations
    18. 18. Basic human needs
    19. 19. Tangibles – dates, prices, amenities
    20. 20. Social experience
    21. 21. Sharing & connecting</li></ul>1<br />ACT<br />The buyingprocess<br />Why it works<br />
    22. 22. THINK<br /><ul><li>Personal identity
    23. 23. Social considerations
    24. 24. Basic human needs
    25. 25. Tangibles – dates, prices, amenities
    26. 26. Social experience
    27. 27. Sharing & connecting</li></ul>1<br />ACT<br />The buyingprocess<br />Why it works<br />EVOLVE<br /><ul><li>Social belonging
    28. 28. Acceptance</li></li></ul><li>Assemble your products and assets<br />2<br />Products& assets<br />
    29. 29. PRODUCTS<br />2<br />Products& assets<br />
    30. 30. assets<br />2<br />Products& assets<br />TECHNOLOGY<br />Media<br />
    31. 31. Integrating your assets with the purchase process<br />3<br />CONNECTINGIT ALL<br />
    32. 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.<br />think<br />Channels<br />media<br />Technology<br />PRODUCTS<br />Core PRODUCT LINE ONLY<br />
    33. 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.<br />ACT<br />Channels<br />media<br />Technology<br />PRODUCTS<br />Core PRODUCT LINE + Secondary products/upsell opportunities<br />
    34. 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<br />evolve<br />Channels<br />Technology<br />Technology<br />Technology<br />PRODUCTS<br />Retargeting core product line<br />
    35. 35. Samples of this concept in action<br />
    36. 36. product<br />Stage<br />Channel<br />Core Product line<br />Think<br />technology<br />Photo based search<br />
    37. 37. product<br />Stage<br />Channel<br />Core Product<br />Think<br />Media<br />Early winter branding<br />
    38. 38. product<br />Stage<br />Channel<br />Secondary products/upsell opportunities<br />act<br />Technology<br />Helpful info<br />Cross sell opportunities<br />Up sell opportunities<br />
    39. 39. product<br />Stage<br />Channel<br />Brand<br />evolve<br />Technology<br />Sharing opportunities<br />
    40. 40. Questions?<br />
    41. 41. Thank you<br />

    ×