Question

Topic: Advertising/PR

Promotional Activities For Air Travelers

Posted by Anonymous on 5/10/2010 at 7:36 AM ET 25 Points
I have to design promotional activities to target air travelers. I have identified different touchpoints starting from Website-> lounge -> in-flight TVC -> In-Flight Brochure -> Hand support (in shuttle buses) -> Bill boards in airport.

I work in a real estate company (we build and sell houses) and is based in India. Main aim of these activities is to attract people for site visits and then convert these visits to sales.

Now the issue is, once a flight is landed customer will rush for his destination (office/home/hotel). He may forget all the messages he saw at different touch points as soon as he reaches home.

What i am looking is a way that he gives his contact details to us so that we can contact him after a day or two. This will make sure that our interaction with customer starts.

Few ways which i could think of are
1. At every touch point ask customer to hand over their visting card to any of the crew member.
2. Since mobiles are switched off during the flight, message in shuttle buses will ask them to send us a SMS

After talking to few airlines they have clearly said No for point 1 (for collecting Visting Cards)..

It will be of great help if you can give me some ideas to get contact details of interested customers during their journey (I am assuming as soon as he leaves from airport he'll forget my advertisements).
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RESPONSES

  • Posted on 5/10/2010 at 8:00 AM Author
    @Karen

    We build and sell high end apartments (luxury apartments). Since we serve a niche we cant go for mass marketing. Moreover, targeting air travelers is not the ONLY way of targeting our customer. We do have different channels. But through our internal surveys we have found that most of our customers (existing) are frequent flyers. So we want to explore this channel.
  • Posted by Chris Blackman on 5/10/2010 at 8:55 AM Accepted
    I commend you for exploring this niche approach but perhaps it is not quite niche enough.

    There may also be some other issues:

    1. You say "He may forget all the messages he saw at different touch points as soon as he reaches home". Are your prospects uniquely male? Are they single? If not, is there some way to reach their partners who may be the real homemakers in the family.

    2. If he is forgetting all the messages, then perhaps they did not convey enough value to him. What is the value proposition you want the message recipient to understand from your messages?

    3. Why not develop a printed box to accept business cards and place them in Frequent Flyer lounges (you'll have to pay a fee I expect). Run a competition so the FF has a reason to give up his card.

    4. Place similar boxes in major hotels, petrol stations, bars, newsagents.

    5. Run ads in frequent flyer magazines. Back it up with suitable editorial articles showcasing your best luxury apartments. Run a free call service to lodge an entry into a competition for a chance to win something (maybe a free apartment once a year?) when the frequent flyer asks for a prospectus on one of your developments.

    There's probably plenty more things you can do if you really put your mind to it, but there's a few ideas to be going on with.

    ChrisB

  • Posted on 5/10/2010 at 9:13 AM Author
    Thanks Chris

    Those are some wonderful ideas which i can work upon.

    These advertisements will be transactional ie purely for sales pitch of new apartments. These are not for brand building (for that we have other activities).

    Looking for some more good ideas to target air travelers.
  • Posted by michael on 5/10/2010 at 10:43 AM Member
    I would meet with the luxury hotels in the area. Normally the concierge knows these travelers and often refers other services. The key is that that travelers KNOW the concierge knows who to call.

    It's a perfect fit.

    Michael
  • Posted on 5/11/2010 at 3:42 AM Author
    @michael

    thanks for your suggestion but as i have mentioned we are trying to reach our audience from different channels but here I am only concerned with targeting flyers. I am just looking at different ways (apart from regular like boarding pass, baggage tags etc) to reach out to them.

    @aniketnik
    That's a good idea but practically I think instead of magazine it has to be a brochure because all the airlines have their in-flight magazine and secondly we wont be doing these activities round the year it will be monthly/quarterly once or twice a year.
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