mapping media and technology to the travel buying process

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