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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 />
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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.

Published in: Business, Technology
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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 />

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