Airport Marketing, Part 1
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1 2013 ACI-NA Concessions Conference General Session 3: Cashing in on Passengers Eyeballs (Part 2)
2 Renting our passengers:
3 Renting our passengers:
4 But, the world is changing Technology is empowering consumers Traditional media channels continue to fragment New media are difficult to evaluate Advertisers are looking for better returns on marketing investment Marketing is changing which means how we market airports is changing
5 What does this mean for airports? In general, marketers look at airport marketing as a traditional, impression based medium. Why? Because in most cases, that s how airports position themselves it s all about eyeballs. That s not a great place to be these days as impressions are a commodity the lowest price wins.
6 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
7 Giving us the answers our panel of experts: Erik Bottema Managing Director - Aviator North America Kinetic Worldwide Jeff Eischen Chief Operating Officer Airport Marketing Income Steve Moody Vice President Corey Airport Services Chris Vargas Integrated Media Strategist
8 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
9 On the Fly with the Ultra-Desirables
10 Airport Advertising: Why? Why Not? PROS High-Value Targets Leisure + Business Travelers Key Community Influencers Above Average HHI Regional Awareness Driver Terminal Dwell Times CONS Top of Funnel Placements Opportunities Vary by Market Production: Time + Money Contract Length Cost to Achieve Impact Messaging Restrictions
11 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
12 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
13 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
14 Sponsorship From Advertising to Partnership
15 Sponsorship From Partnership to Experience
16 Marketing Integration Creating an Experience
17 Marketing Integration Creating an Experience Before After
18 Marketing Integration Creating an Experience
19 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
20 Leaving Us with Questions: Are airport passengers valuable for advertisers? How can airports maximize their value to advertisers? What are the newest trends in advertising? Static? Digital? Mobile? What s an airport to do? Sponsorship? What is the best way for an airport to manage the advertising/sponsorship opportunity? Where does this take us?
21 Thanks to our panelists! Erik Bottema Managing Director - Aviator North America Kinetic Worldwide Jeff Eischen Chief Operating Officer Airport Marketing Income Steve Moody Vice President Corey Airport Services Chris Vargas Integrated Media Strategist
22 2013 ACI-NA Concessions Conference General Session 3: Cashing in on Passengers Eyeballs (Part 2) #acinasmf
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