Collegiate ECHO
Direct/Interactive Marketing Challenge
Your Client:
Founded in 1990, SkyMall is a multi-channel direct marketer offering high-quality, innovative merchandise from top direct marketers and manufacturers through its SkyMall catalog and web site, skymall.com. The SkyMall catalog is seen by approximately 88% of all domestic air passengers reaching more than 650 million air travelers annually. The SkyMall brand is almost universally known among affluent and well-educated travelers who are receptive to innovative, unique products.
At SkyMall, our mission is to deliver more than just cool stuff through creativity, innovation and fun. Airline passengers browse the SkyMall catalog to see innovative products and are also entertained by the experience.
Background Information
Traditionally, the only things consumers have been able to buy in-flight are food and cocktails. The increased availability of WiFi and other new technologies in-flight has opened the door for other retailing opportunities on board. The SkyMall catalog is a ubiquitous presence on flights and the availability of WiFi access provides an unprecedented opportunity to further engage customers and increase sales.
SkyMall research shows that most passengers make their buying decision at 30,000 ft. Historically, customers have had to take the print catalog off the plane and place an order once they landed via the web/call center. This attenuated purchasing experience limits SkyMall’s ability to seize upon the customer buying impulse. In addition, the print catalog is limited to approximately 2,000 products while the web allows for a virtually limitless selection of cool stuff and the ability to provide a more engaging customer experience through the use of customer generated content, video and other engaging features.
Today, new technologies are revolutionizing the in-flight experience and changing the way customers interface with retailers. In addition to Wifi, most airlines now operate cashless cabins and SkyMall has developed an application that allows flight attendants to take SkyMall orders in flight via POS credit card terminals. Smart phones and other mobile devices are becoming an increasingly popular way to shop, especially for well-connected travelers. Through its airline partners, SkyMall has access to additional media, including jetway posters, messaging to consumers on ticket confirmations, inflight video, flight attendant live announcements and seat back inflight entertainment systems.
Off the plane, loyal SkyMall customers are mailed a print catalog which previews new products and promotes best selling items. In addition, SkyMall uses email campaigns, retargeting and other web strategies to drive sales.
The Challenge
Create an integrated marketing campaign using all direct/interactive channels discussed above as well as mobile, social, web and print with the goal of increasing the number of orders received by SkyMall to one per flight. A well designed campaign will also leverage the SkyMall print catalog to drive consumers online to see more products and place their orders. Be creative! As “fun” is in our corporate motto, we are looking for innovative ways to engage passengers with our products and business. Consideration should be given to post flight strategies as well as leveraging online and print media to reengage consumers and increase sales.
Campaign Requirements
Your submission should include the following:
- market research
- marketing strategy
- media plan
- creative strategy
- budget allocation for each media
- campaign metrics
Budget
Your proposal should be based on a budget of $500,000.
Campaign Length
Assume that the campaign takes place in calendar year 2013. It may run for the entire year or during specific periods throughout the year, based on factors determined by your team such as research, targeting, budget, etc.
Target Audience
SkyMall’s target audience is frequent travelers with little time to shop. Our customers are business decision makers and describe themselves as early adopters of new technologies.
Benefits of Participation
Students will gain hands on experience in developing a marketing plan through a real-world business case study challenge.
See the Challenge here. Find out What to Do to Get Started Today
Important Dates
Intent to Compete form Deadline: Fall 2011 – November 18, 2011
Fall 2011 Submission deadline – December 16, 2011
Intent to Compete form Deadline: Spring 2012 – April 20, 2012
Spring 2012 Submission deadline – May 18, 2012
Questions?
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