What can aviation marketers learn from a body scanner for women’s jeans?

What can aviation marketers learn from a body scanner for women’s jeans?

Empowering customers via technology builds brand loyalty

MeAlity is a “digital sizing station” installed in 30 malls nationwide. The stations take 10- to 15-second body scans of shoppers, matching their measurements against those of  in-store and online merchandise to recommend brands, styles and sizes likely to fit and flatter them best.

Airlines looking to boost brand loyalty and net promoter scores could learn a thing or two from the lead of Me-Ality.

Making air travel a pleasure again

Imagine in the not-too-distant future that when you receive an email from the airline, it actually provides something of value besides the latest routes for discounted fares providing you can travel from certain cities on specific dates.

What if the airline has a ‘scan’ of your personal profile as it pertains to travel habits, personal and shopping preferences, family members’ locations, etc.?

Now what if the email you received provided transparent pricing for travel and a host of other discount offers ranging from car rental to hotels to restaurants, entertainment venues, retail outlets, even grocery stores in the location you will be visiting.

Let’s take this a step further. You’ve checked in online, secured your boarding pass, and several hours before departure you receive a text with the latest traffic conditions affecting your travel from the airport. Add to this information on available parking with a Google map with directions to the closest or least expensive parking lots.

Upon entering the airport you scan an RFID tag that gives you the estimated time to get through security. Armed with this information, you are able to make informed decisions as to time allocation.

Taking your seat, you are greeted by an attendant that hands you a Wi-Fi enabled device programmed with a personal preference list of entertainment menus for movies, news, music, and sports. Why not push it to online shopping from your favorite e-tailers while in flight?

What does this accomplish?

First, it brings transparency to the relationship between the brand and the user – the feeling of personal service that is being provided in a manner that makes your life easier during the trip.

Secondly, it’s using social media to extend the relationship past a monetary transaction for services rendered.  A social covenant with the brand is built that extends throughout the entire trip.

Third, it builds brand advocacy. The net promoter score is really a very simple single question, “Would you recommend flying with this airline to a friend?”

With door-to-door social marketing, I would bet the answer is YES.

To view MeAlity’s website click here. Image courtesy of Me-Ality

Aviation Marketing: Measuring Digital Display Advertising ROI

ROI data

Define what to measure before the campaign begins

Defining what to measure before the campaign begins in order to yield accurate quantifiable RIO data.

The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.

Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.

Progressive aviation marketers are evolving past first generation measurement analytics, implementing a single, more accurate set of analytics to measure both digital and traditional print advertising effectiveness.

Why first generation digital analytics are misleading

  • Click through rates fail to measure the cumulative influence that display advertising has on the purchasing decision, as the average click through rate is only about 1%.
  • Gross Rating Points (GRP = frequency x % reached) are used in an attempt to compare digital to broadcast reach and frequency, but are also misleading because the viewer may never see the advertisement due to faulty placement (eg. ad is placed below the page fold, etc.)

Moving to a blended model for determining digital display advertising effectiveness

In an attempt to simplify the metric for advertising effectiveness, many aviation marketers are turning to a blended model of server based analytics combined with brand lift survey measurement.

Server based analytics are the most prevalent campaign tracking tactic, using platforms like Google analytics or email marketing software to measure online marketing performance.

Brand lift

Brand lift is defined as the percentage increase in the primary marketing objective of a brand advertising campaign. Brand lift can take several forms but is primarily used the measure the extent to which advertising has shifted customer perception against one of the key purchase funnel metrics.

Brand lift metrics:

  • Awareness
  • Attitude
  • Favorability
  • Intent
  • Preference

Brand lift can be measured in real time through survey-based measurement tactics.

Typical brand lift questions include:

  • Awareness: “Have you heard of brand Z?”
  • Favorability: “What is you opinion of brand Z?”
  • Preference: “Will you purchase brand Z in the future?”

In addition, some aviation marketers have simplified even further by using the Net Promoter Score to cut across the complexities of digital and social media channel. A relatively straightforward concept, the Net Promoter Score asks one simple question:

“On a 10 point scale, how likely are you to recommend our company to a friend or colleague?”

 A higher score indicated brand satisfaction.

All of this is based on the simplification of “big data” that online marketing is capable of generating. Determining what you want to measure at the beginning of the campaign will align marketing with achieving business goals and provide the best indication of marketing ROI performance.

photo credit: Patrick Hoesly via photo pin cc