Marketing Commentary from interlinkONE
Marketing. Web-to-Print. Warehouse Management.
Marketing: Channel and Media Review in the Airport
Posted by 
on Tuesday, January 12, 2010 
at 10:57 AM 
in One of the ways that I measure the use of marketing items is when I am roaming the airport before my flight. Yes, that’s right; I watch the humans and observe the channels and medias in use. I want to know exactly what channels the travelers are using, whether it be Print, Electronic, or Television at that precise moment while at the airport waiting. I also look into what medias in that channel they are using. For example, in print, it may be newspapers, magazines, or books. In electronic, it may be mobile, laptop, net books, e-readers, iPods, and more. In television, I want to see what station is on, and then I try to gauge the interest of the people watching. I do a quick count of the folks in a specific area and get a rough number of the audience. Then, I do a quick count on the channels and medias so that I can report via Twitter and Facebook. It is very interesting to see how things have changed over the years, but even day to day or the time of the day makes a difference.
I do it for fun, but if you were marketing to an audience in the airport it may be helpful to gather this sort of information. I actually did a count several times, in the same way, while on the plane. Some airlines have planes carrying Direct TV which changes the game, but typically the amount of printed material rises dramatically while on the flight. On one trip I was really blown away by the amount of e-readers in use. Now, Wi-Fi on board is finally making the push– something I have been waiting for a long time. The ways to reach the target audience in the airport and in flights is changing. As always, Marketing must remain flexible.
See you at the airport. – John
Tags What did you measure today?
When it comes to marketing, one of the greatest value points that you can offer your staff or your clients is this – you can collect and measure feedback from the recipients.
An interlinkONE customer recently ran a campaign for one of their clients. The media was a direct mail piece with a personalized URL. The target audience were all former customers of that client.
The goal of the campaign was two-fold:
- To re-ignite interest among their previous customers
- To gather feedback on why that person had fallen into the category of a “previous” customer, as opposed to an active one
Each recipient was presented with a series of questions when they visited their personalized URL. There has been quite a good response to this campaign so far… here is a summary of the feedback that our solution has enabled this client to gain:
How hot is our newsletter?
The above chart is a report from our January 2009 e-Newsletter. Basically, it tells us how many people clicked the links to each of the four articles in the newsletter. Yes, it helps us to tell us which areas of the e-mail provided the most heat, or attracted the most attention.
When it comes to e-mail blasts, the most common statistics that may be bantered about are the “Open Rate” and the “# of Bounces”.
Another piece of data that can be very helpful though involves which links people are clicking on in your e-mail. With that data, you can then analyze your design, your layout, wording and more. Also, that data helps provide insight into ideas for future articles.
Are you interested in how you can gain valuable reporting data for your e-mail blasts?
Feel free to contact us to find out how. 1.888.872.4608 or Sales@interlinkONE.com
