Archive for August, 2011
We’re less than eight weeks out from the 2011 Airport Social Media Summit, and while the agenda is pretty well sketched out, the content can be as fluid as our attendees make it. Over the next few weeks, I’m going to use this blog, Twitter, and maybe a few other outlets to engage with folks coming to (or thinking about coming to) the meeting, and asking for input on specific sessions. I’ll make sure our speakers are checking in, so they can take the feedback that comes and see if it can be incorporated. At the very least, they’ll be ready for the Q&A!
For now, attendees, you have a homework assignment. Everyone will be attending the Monday PM workshops on content creation and engagement. We’re splitting everyone into two groups and running session twice to maximize time with the facilitators. We picked the word facilitator on purpose–these won’t be passive presentations. Rather, the group will be working on real-world challenges that the attendees bring to the table.
So, got an event or a milestone coming up that you want to put some social media tactics behind? Did you have an exchange with a Facebook page friend that didn’t go so well? Bring the basics to Akron and the group will sink its collective teeth into it during the workshops.
While you’re focusing on that assignment, be thinking about the other agenda topics, too–legalese, working with airlines and other partners, putting it all together with your existing marcom efforts, and the rest–and be ready to answer the question posed so eloquently by the fine fellas below. ‘Cause I’m gonna be asking.
By now, many in the airports world have seen Glacier Park International Airport’s (FCA) creative use of its TSA checkpoint video to help convey a fun message from the airport.
What’s brilliant about this besides the content itself (the shot starting at :22 is priceless) is that it uses an existing outlet to send a simple yet important message (“Thank you for flying Glacier Park”) to its audience in a fun, engaging way.
Many airports have these videos, and most of them consist of the informative yet month’s-worth-of-rain dreary stuff contained in the three-minute stretch that starts at 1:48. By changing the delivery, FCA has turned a mundane task (explaining to passengers how to get through the checkpoint) into a PR piece for the airport–and that’s before factoring in the mini-viral nature of the video itself, which has entertained more than 50,000 viewers via several postings on YouTube.
Talk about a stellar example of integrated marketing/communications….
Well, that was fun.
Now back to the important stuff–like blogging about airport marketing and planning #CAKSoMe.
Today’s mobile marketing campaign announcement by Dallas-Forth Worth International Airport is the perfect way to get AirportIMC (not to mention Facebookville and Foursquare nation) fired up.
Now, I’m not much of a checker-iner, unless I’m getting a seat for my troubles. But put me in a confined space with competing retail outlets and some time to kill (those TSA checkpoints are getting more efficient, right?) and I’d jump all over opening myself (or at least my smartphone) up to some good old-fashioned push marketing, and I bet I’m not alone.
For the airport, this is a textbook win-win. Tenants get help marketing their businesses, and passengers feel like they gain a bit more control over what can often be a pretty dismal process. (Hey, I love airports and all, but come on….)
DFW is definitely helping set the pace, and they’re not alone at the front of the pack. Earlier this year, SITA Labs and Copenhagen announced an augmented reality app that does more than pitch deals from adjacent retailers–it actually shows travelers what’s nearby. It uses W-iFi to help with the triangulation that’s needed to pinpoint exact locations.
With airlines shifting to a la carte service offerings (read: no freebies unless you’re flying up front), in-airport concessions become even more palatable for passengers, and profitable for airports. Efforts like DFW’s stand to put the fast-forward on that track.