Setting up a mobile campaign for airline passengers (Part II)

Following the recent news that we've launched easyJetText, a white-label version of StreamThru, for easyJet passengers, I've started a series of postings looking at how advertisers (including airport retailers) can target passengers in the terminal building at the time when they're most receptive.

In an earlier post I looked at defining your offer. This post focuses on selecting your target audience and measuring the response rate to your campaign.

SELECT YOUR TARGET AUDIENCE
In a future article, I'll explore some of the more advanced targeting options, but a simple way to get started is to target your offer by selecting a number of routes.

The choice of routes can be driven by a number of factors:

- Your experience of running previous traditional campaigns
- The level of business or leisure traffic on a route (if your offer is biased towards one of these audiences)
- The suitability of your offer for a given route (e.g. you probably wouldn't promote a currency conversion offer on a domestic route, or you may have certain duty free offers that are only available to passengers travelling outside the EU).

However, perfection is not essential at this stage. Compared to traditional channels and paper-based voucher schemes, you'll enjoy near instant feedback on your campaign performance ... so, you can refine your targeting as you go along based on real-world data ... ensuring you achieve the best possible response for each campaign.

HOW DO YOU MEASURE RESPONSE RATES?
For airport retailers, the first step is to create a voucher code to track the campaign through your POS system in the usual way.

You may choose to quote this voucher code in your offer message. Although, for speed, some retailers print a bar code containing the voucher code to place by each till. The sales assistant simply has to scan the bar code when a customer redeems the offer.

To enable the best possible analysis of your campaign performance, you need to capture as much data as possible at the point of sale. You may already scan the passengers boarding pass ... but if not, you should aim to capture the flight number (or destination) and date and time of the transaction.

We ask that you provide this redemption data to us on a daily or weekly basis, so we can integrate it with the offer data, to provide your campaign analysis. The more often you provide this data, the better control you gain over your campaign.

Note: StreamThru offers don't have to be one way. You can also include a call to action in your offer, which requires the passenger to respond to accept. To respond, passengers reply to your offer quoting a keyword that you specify. We use this response to trigger one of a number of fulfillment mechanisms (e.g. posting data to a web-service on your system).

NEXT STEPS
In the next posting in this series, I'll look at how you can use performance data to refine your campaign to increase conversion rates.

In the meantime, if you're interested in advertising with us, please email us to request more details.