mapping media and technology to the travel buying process
DESCRIPTION
This deck looks at aligning the travel buying process with technology and media to create a more natural, user centric approach.TRANSCRIPT
MAPPING MEDIA + TECHNOLOGY TO THE BUYING PROCESS
Rob Gaedtke - KPS3 Marketing
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
• KPS3 Marketing• One to One• Twelve Horses• KPS3 Marketing
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Agenda: • The concept• Presentation cliff notes• A deeper dive
– How the buying process works– Assembling your assets– Tying it all together
• Concept in action• Questions
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
The Concept
MEDIA
HUMAN
PRODUCTS
TECHNOLOGY
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
The Cliff Notes
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
1 2 3
Understand how people make travel
purchasing decisions
Gathering your products and assets
Mapping them together to create natural,
relevant interactions
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
1 2 3
Understand how people make travel
purchasing decisions
Gathering your products and assets
Mapping them together to create natural,
relevant interactions
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
1 2 3
Understand how people make travel
purchasing decisions
Gathering your products and assets
Mapping them together to create natural,
relevant interactions
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
The Deep Dive
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
how people make travel purchasing decisions
1
THE BUYINGPROCESS
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
1. THINK• Research• Explore• Imagine• Dream
1
THE BUYINGPROCESS
SOCIAL INFLUENCEPERSONAL INFLUENCE OPENNESS TO MARKETING
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
2. ACT• Discover• Experience• Build• Realize
1
THE BUYINGPROCESS
1. THINK• Research• Explore• Imagine• Dream
SOCIAL INFLUENCEPERSONAL INFLUENCE OPENNESS TO MARKETING
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
3. EVOLVE• Remember• Share• Consider “next”
1
THE BUYINGPROCESS
2. ACT• Discover• Experience• Build• Realize
1. THINK• Research• Explore• Imagine• Dream
SOCIAL INFLUENCEPERSONAL INFLUENCE OPENNESS TO MARKETING
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Why it works
1
THE BUYINGPROCESS
THINK• Personal identity
• Social considerations
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Why it works
1
THE BUYINGPROCESS
THINK• Personal identity
• Social considerations
ACT
• Basic human needs
• Tangibles – dates, prices, amenities
• Social experience
• Sharing & connecting
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Why it works
1
THE BUYINGPROCESS
THINK• Personal identity
• Social considerations
ACT
• Basic human needs
• Tangibles – dates, prices, amenities
• Social experience
• Sharing & connecting
EVOLVE• Social belonging
• Acceptance
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
2 Assemble your products and assetsPRODUCTS
& ASSETS
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
2
PRODUCTS& ASSETS
PRODUCTS
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
2
PRODUCTS& ASSETS
TECHNOLOGY MEDIA
ASSETS
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
3
CONNECTINGIT ALL
Integrating your assets with the purchase process
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
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.THINK
CHANNELS
TECHNOLOGY MEDIA
PRODUCTS
CORE PRODUCT LINE ONLY
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
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.ACT
CHANNELS
TECHNOLOGY MEDIA
PRODUCTS
CORE PRODUCT LINE + SECONDARY PRODUCTS/UPSELL OPPORTUNITIES
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
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
EVOLVECHANNELS
TECHNOLOGY
PRODUCTS
RETARGETING CORE PRODUCT LINE
TECHNOLOGY TECHNOLOGY
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Samples of this concept in action
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
CHANNELSTAGE
CORE PRODUCT LINETHINK TECHNOLOGY
PRODUCT
Photo based search
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
CHANNELSTAGE
CORE PRODUCTTHINK MEDIA
PRODUCT
Early winter branding
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Helpful info
Cross sell opportunities
Up sell opportunities
CHANNELSTAGE
SECONDARY PRODUCTS/UPSELL OPPORTUNITIES
ACT TECHNOLOGY
PRODUCT
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Sharing opportunities
CHANNELSTAGE
BRANDEVOLVE TECHNOLOGY
PRODUCT
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
Questions?
THANK YOU