How Eindhoven Airport integrates digital tools within the customer journey

1. Eindhoven Airport
MARKETINGPLAN 2013
Eindhoven Airport
CONNECT WITH THE
CONNECTED TRAVELER

4. Eindhoven Airport
MARKETINGPLAN 2013
Facts
& Figures

5. 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

6. Eindhoven Airport
MARKETINGPLAN 2013
Strategic
Focus

7. 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

8. Eindhoven Airport
MARKETINGPLAN 2013
Media
Overview

9. 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

10. Eindhoven Airport
MARKETINGPLAN 2013
The Connected
Traveler

11. 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.)

12. Eindhoven Airport
MARKETINGPLAN 2013
Determine the
Customer Journey

13. Customer Journey

14. Customer Journey

15. Facebook activity

16. Customer Journey

20. Eindhoven Airport
MARKETINGPLAN 2013
Next…

21. Next…

22. Next…

23. Next…

24. 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

25. Eindhoven Airport
MARKETINGPLAN 2013
THANK YOU!