Marketing Beyond the Campaign – Utility, services, and engagement
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Presented at the Mediarun CMO Congress in Poland, June 12-15 at Gdansk
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Marketing Beyond the Campaign – Utility, services, and engagement
- 1. Utilities, Services & Engagement Mediarun CMO Congress June 12-14 Gdansk, Poland Marketing Beyond the Campaign
- 2. Credit: h*p://graphy0.blogspot.com/2012/10/poland-‐ci<es.html Good Morning. Pleasure to be here today
- 3. LynnTeo Chief Experience Officer, McCann
- 11. Singapore New York Coke brought me to New York
- 20. ‘ Ps
- 22. It takes a big idea to attract the attention of consumers and get them to buy your product. − David Ogilvy “ “
- 24. Credit: Schwartz Research Group 2011 Passat only constituted 14.7% of discussions overall
- 28. ‘ Ps +
- 31. Design must reflect the practical and aesthetic in business but above all, good design must primarily serve people. − Thomas J. Watson “ “
- 32. PEOPLE
- 42. When I travel for business, it’s usually an in-out trip — meeting clients over dinner, tweaking a presentation in the hotel room, and squeezing in some time for exercise e.g., jogging in the vicinity of the hotel. Restaurant recommendations and jogging routes from other travel- ers like me would have helped. I’m all about reducing m consuming enough as i and roll right into a wait cab number or car servi IN-FLIGHT D IDEAS OPPORTUNITIES ONLINE CHECKING IN UNDERSTANDING LOGISTICS DOWNTIME BEFORE THE FLIGHT LANDING TRANSPORTATIOPHASES DURING FLIGHT EMOTION CONSUMER SENTIMENTS WHAT WE HEARD COMMUNICATION OPPORTUNITY AMERICAN AIRLINES CONSUMER JOURNEY & EMOTIONAL GRAPH PLANNING FOR TRIP PREPARING FOR FLIGHT Leverage destination informa- tion to enhance or streamline predeparture activities. Trip Planner alert, remind travelers on what to pack based on events and weather Provide detailed information about their in-flight experience Flight Planner, let users check in and get travel mileage or reschedule a flight Incentivize seating upgrade by offering more leg space, andWI-FI (business class). Food pre-order and enter- tainment options Reduce anxiety on travel to airport experience and provide information on flight status Alert users of traffic and flight delays. Provide information on transportation alternatives if applicable HOME/WORK AIRPORT BEFORE TRAVEL DURING IN-FLIGHT Provide access to gate information and airport map Facilitate awareness and access to airport amenities. Locate nearby contacts CHECKING IN LUGGAGE Provide information on luggage compartment size for carry-on bags Provide recommendations and booking services to events, restaurants and venues at destinations Alert users on status already booked status Remind users to document in-flight feedback Rushed Anxious Confused Confident Unproductive Relaxed Frustrated Connected Alert users of ground transportation services Before the flight, alert users of smaller luggage compartment size and if there is a full flight. Time flight countdown Let users know how much time they have before they get to the gate. Provide recommendations and offers based on their interests. Facilitate pre booking special services: meeting rooms, massages... Alert and facilitate interaction between users and their contacts in the same gate area AA In-flightWI-FI includes complimentary access to destination infor- mation, videos, booking services and recommenda- tions by other AA members Update travelers on what has happened while they were flying. Provide information on transportation options a logistics (car service, taxi train, public transportati We can help beyond your flight experience Knowing all you need to know before a flight will assure you a great travel experience We understand all the stressful moments before a flight and help you solve them Understand how to maximize your pre-flight- downtime Guidance and service messaging Help me maximize my days away Arrival Updates Your experience with us does not end when you touch down I travel light, whatever fits in my carry on. I usually forget a thing or two like my glasses and toothpaste since I dedicate so little time to pack. I can’t help but feel nervous before a flight, you never know what can happen -- traffic jams, airport crowds and flight delays.There’s always that one last meeting to squeeze in before I leave the office. I’m trying to maximize my time before I’m disconnected for a few days. No detail about your travel is too small for us to take notice of to ease any potential inconveniences There was a time I missed a flight in Atlanta because I wasn’t aware I needed to hop on a monorail to get to the gate.That would have been helpful if that information was part of my pre-departure email or even printed on the boarding pass. What we heard Emotions Deep Understanding Ideas Communications
- 43. When I travel for business, it’s usually an in-out trip — meeting clients over dinner, tweaking a presentation in the hotel room, and squeezing in some time for exercise e.g., jogging in the vicinity of the hotel. Restaurant recommendations and jogging routes from other travel- ers like me would have helped. I’m all about re consuming en and roll right i cab number o IN-FLIGHT N UNDERSTANDING LOGISTICS DOWNTIME BEFORE THE FLIGHT LANDING TRANSPDURING FLIGHT UMER JOURNEY & EMOTIONAL GRAPH PREPARING FOR FLIGHT formation ht sers check eage or Reduce anxiety on travel to airport experience and provide information on flight status Alert users of traffic and flight delays. ORK AIRPORT BEFORE TRAVEL DURING IN-FLIGHT Provide access to gate information and airport map Facilitate awareness and access to airport amenities. Locate nearby contacts CHECKING IN LUGGAGE Provide information on luggage compartment size for carry-on bags Provide recommendations and booking services to events, restaurants and venues at destinations Alert users on status already booked status Anxious Confused Confident Unproductive Relaxed Frustrate Connected Alert users of g transportation Before the flight, alert users of smaller luggage compartment size and if Time flight countdown Let users know how much Facilitate pre booking special services: meeting rooms, massages... AA In-flightWI-FI includes complimentary access to destination infor- Update travelers on what has happened while they were flying. Provide inform transportation logistics (car se I can’t help but feel nervous before a flight, you never know what can happen -- traffic jams, airport crowds and flight delays.There’s always that one last meeting to squeeze in before I leave the office. I’m trying to maximize my time before I’m disconnected for a few days. There was a time I missed a flight in Atlanta because I wasn’t aware I needed to hop on a monorail to get to the gate.That would have been helpful if that information was part of my pre-departure email or even printed on the boarding pass. Missed Flight Confusion Specific Solutions
- 46. INNOVATE
- 50. Website crashed/ was too slow Website navigation was too complicated Overall flight price too expensive Process was taking too long 36% Presented with hidden surcharges Found a better price/ offer elsewhere 36% 24% 6% 32% 24% 6% 6% 16% 14% 14% 10% Why Didn’t Customers Book? Legend: Customer Airline 2012WorldPay Research
- 51. $l€£
- 52. My payment was declined Decided against trip I don’t know I was just browsing for prices 42% 61% 12% 33% 53% 7% 1% 18% Why Didn’t Customers Book? Legend: Customer Airline 2012WorldPay Research
- 53. 39% 10% Customers who purchase online who want mobile payment Airlines that offer mobile payment 2012WorldPay Research
- 54. 43% Airlines not seeking feedback on purchase process even though 30% of improvements come from customer input 2012WorldPay Research
- 55. AP
- 57. PARTICIPATION
- 59. Moment inTime Over a Period ofTime Pull Push Framework for Human Interactions Informative, fun high-value High utility, contextual use Awareness, Promotional Personalized info, Relationship mgmt
- 60. Moment inTime Over a Period ofTime Pull Push Allergy Medication – Mobile On-Location Decision Making (Doctor’s Office, Pharmacy) Tracking Symptoms/ Behaviors Educational Content Contextual and/or Seasonal Content Reminders & Feedback Loops
- 61. Moment inTime Over a Period ofTime Pull Push Allergy Medication – Mobile On-Location Decision Making (Doctor’s Office, Pharmacy) • Quick, easy to navigate • Prioritized items • Reduced keystrokes • Coupled with other Push marketing (TV, print) Tracking Symptoms/Behaviors Educational Content • Informative • Fun and easy to engage • High “value-to-effort” ratio • Trusted content worthy of sharing Contextual and/or Seasonal Content • Personalized & relevant • Not disruptive • Option to opt in or out • Service mindset engenders trust • Brand as “human” Reminders & Feedback Loops • Invites interaction • Aggregates and provides insight into patterns of behavior or symptoms • Relationship- and loyalty-centric • Deep knowledge of user over time
- 63. TV Show Ecosystem & Interactions
- 64. ¤ Harness the passion and chatter of conversation to drive to ecosystem destinations ¤ Drive heavily to social platforms and the web for interaction Recommendations
- 78. To deliver the Brand Promise & Engage with Your Consumers
- 80. Experience Physical Touchpoints + People Pain Points/Problems Participation Physical Environment }
- 82. = Engagement
- 83. @Lynn_Teo #MBC