Interns Discover Airport Marketing Opportunities Through Social Signals
Visible recently supported the summer internship program of one its investors, Centurion Holdings. The summer internship program provides participants the opportunity to work with companies in Centurion’s portfolio. For Visible, it’s a great opportunity to share our social media technology and insight practices and help these students learn about social media, digital marketing, and how to think like a marketer.
Last week, Visible worked with the interns to deliver social media insights around traveler experiences with delayed flights. The goal of the project was to develop an understanding of traveler’s responses, as shared on social media, and make recommendations to marketers on specific practices they can adopt or changes they can make to improve the traveler experience.
The interns were taught how to use the Visible Intelligence social analysis application, how to segment data and conversations, and how to develop an actionable insight report. They brought energy and good thinking to the process, and made some specific recommendations to airlines, airports, and airline staff to improve traveler experience – especially when there are flight delays.
Among the conversations and insights most prominent on social channels:
- Delayed travelers have a very poor experience with vouchers – they don’t have enough value for airport venues
- Airports can be an oasis or a desert – depending on time of day and whether venues are open or closed
- Customer service varies tremendously, and the personal interaction and communication by airlines and staff, both positive and negative, really drives conversation
Based on their work, the interns evaluated their insights and made the following marketing recommendations:
- Airlines: Increase the value of vouchers and co-brand them with a major financial group to make them more appealing and relevant in compensation for the delays experienced. This would not increase expense by more than several thousand dollars per flight delay, and the financial group may be willing to underwrite as a promotional vehicle.
- Airports: When delays occur, provide some type of 24-hour food/shopping service – even self-service kiosks may be welcome. As airports modernize and airport authorities look for new sources of revenue, this may improve traveler experience and revenue at the same time.
- All staff: A smile still goes a long way! Many social media conversations indicated a real connection when the airline staff acknowledged the inconvenience of the delay – airlines can reinforce this at training and via HR methods at little to no cost.
All in all, it was a great week spent with the Centurion interns. They showed great agility in applying their new found social analysis skills to become modern marketers!
Kudos to Maeve McHugh, Sian Kitchener, Maulik Joshi and Kraig Devore!
Thanks for your good work.
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