Mapping media and technology to the travel buying process
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1. The document discusses mapping media and technology to the travel buying process in order to create natural, relevant interactions for customers. 2. It explains that the buying process involves three stages: think, act, and evolve, and outlines strategies for integrating products, assets, media and technology within each stage. 3. Examples are provided showing how specific media, technology, and product combinations can be applied to different stages of the buying process.
Mapping media and technology to the travel buying process
- 1. Mapping Media + Technology to the buying processRob Gaedtke - KPS3 Marketing
- 2. KPS3 MarketingOne to OneTwelve HorsesKPS3 Marketing
- 3. Agenda: The conceptPresentation cliff notesA deeper diveHow the buying process worksAssembling your assetsTying it all togetherConcept in actionQuestions
- 6. 123Understand how people make travel purchasing decisionsGathering your products and assetsMapping them together to create natural, relevant interactions
- 7. 123Understand how people make travel purchasing decisionsGathering your products and assetsMapping them together to create natural, relevant interactions
- 8. 123Understand how people make travel purchasing decisionsGathering your products and assetsMapping them together to create natural, relevant interactions
- 10. how people make travel purchasing decisions1The buyingprocess
- 11. Social influencePersonal influenceOpenness to marketing11. THINKResearchExploreImagineDreamThe buyingprocess
- 12. Social influencePersonal influenceOpenness to marketing12. ACTDiscoverExperienceBuildRealizeThe buyingprocess1. THINKResearchExploreImagineDream
- 13. Social influencePersonal influenceOpenness to marketing13. EVOLVERememberShareConsider nextThe buyingprocess2. ACTDiscoverExperienceBuildRealize1. THINKResearchExploreImagineDream
- 15. Social considerations1The buyingprocessWhy it works
- 19. Tangibles dates, prices, amenities
- 21. Sharing & connecting1ACTThe buyingprocessWhy it works
- 25. Tangibles dates, prices, amenities
- 27. Sharing & connecting1ACTThe buyingprocessWhy it worksEVOLVESocial belonging
- 28. AcceptanceAssemble your products and assets2Products& assets
- 31. Integrating your assets with the purchase process3CONNECTINGIT ALL
- 32. 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.thinkChannelsmediaTechnologyPRODUCTSCore PRODUCT LINE ONLY
- 33. 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.ACTChannelsmediaTechnologyPRODUCTSCore PRODUCT LINE + Secondary products/upsell opportunities
- 34. 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 contentevolveChannelsTechnologyTechnologyTechnologyPRODUCTSRetargeting core product line
- 35. Samples of this concept in action
- 36. productStageChannelCore Product lineThinktechnologyPhoto based search
- 38. productStageChannelSecondary products/upsell opportunitiesactTechnologyHelpful infoCross sell opportunitiesUp sell opportunities
- 40. Questions?
- 41. Thank you
Editor's Notes
- #3: An avid traveler, outdoor junkie and an occasional nerd, Rob splits his time between leading the creative and digital arm of KPS3 Marketing and finding the next best adventure spot. He has been involved in the travel space for over 6 years now working with visitor bureaus, ski resorts, travel magazines and countless others. Prior to joining KPS3 Rob spent three years at One To One Interactive leading their travel and tourism practice and managing a team of creative, technical, and strategic professionals to create dynamic websites supported and grown through mobile, email, social and online advertising. He has an extensive background in digital marketing and technology and has a depth of knowledge and understanding of emerging technologies to assist KPS3s strategic communication services. Rob graduated from the University of Nevada, Reno, where he received his bachelors degree in journalism with an emphasis in advertising and received a minor in marketing. Rob currently serves on the board for Truckee Meadows Tomorrow and the Nevada Public Health Foundation.
- #5: We are all humans we Think, Act and Evolve based on similar patterns. Those patterns can be discovered, mapped and exploited to make stronger media and technology decisions. When you get into the habits and trends of people your able to anticipate what they will react and respond to based on the stage of the buying process they are in.Google adwords, transactional emails, location based applications, on-site signage, specific pages on our websites these are all areas that allow us to know exactly what stage in the buying process our clients are in and we can deliver and create technology based on that. Some areas are a but ambiguous, but the ones we know we need to capitalize on.
- #6: We are all humans we Think, Act and Evolve based on similar patterns. Those patterns can be discovered, mapped and exploited to make stronger media and technology decisions. When you get into the habits and trends of people your able to anticipate what they will react and respond to based on the stage of the buying process they are in.Google adwords, transactional emails, location based applications, on-site signage, specific pages on our websites these are all areas that allow us to know exactly what stage in the buying process our clients are in and we can deliver and create technology based on that. Some areas are a but ambiguous, but the ones we know we need to capitalize on.
- #7: When you look at how people make travel decisions you will find that they make them based on a similar process and understanding that process is key to getting/building the right technology and delivering the right message to them
- #8: The next step is a no brainer, but you need to know your assets and your product line so that you can successfully accomplish step 3.
- #9: Now that you understand the way people make purchases you can successfully map them together and create a natural experience for your user
- #10: Now lets get into the nitty gritty and dig into each step and the underling social needs for each
- #12: Every traveler instinctively follows a similar path when booking a vacation.
- #15: The travel buying process has underlying social components that all humans possess. Understanding which aspects relate to each stage is the key to building relevant online technology.
- #17: Facebook example making sure that you talk about each component
- #20: Go through all the types of assets here
- #22: Not where you show $$$
- #23: Transactional emails