SkyMall Plans Book

nicole & company presents SkyMall “The Mall With No Walls”DMEF Collegiate Challenge Spring 2012

SkyMall “The Mall With No Walls”

Campaign idea developed by nicole & company

Team Members Include:

Kennan [email protected]

901.786.4259

Nicole [email protected]

405.323.2257

Nicole [email protected]

713.320.1727

nicole & company

Table of ContentsExecutive Summary...............................................................1

Marketing Strategy Research...........................................................................2-3• Situational Analysis• Competitive Analysis • SWOT Analysis • Market Segmentation • Target SelectionMarketing Communication Strategy..............................................4• Objectives• Positioning• Big Idea• Creative Brief

Media Plan........................................................................4-6• Media Objectives• Overview• Media Vehicles• Media Tactics• Media Schedule

Creative Strategy................................................................6-7• Creative Objective• Overview of Creative Strategy• Creative Plan

Budget................................................................................8• Charts• Evaluation Plan• ROI

Appendix• Charts and Graphics• Creative Appendix• Additional Resources and Works Cited

Executive Summary

SkyMall, founded in 1990, describes itself as 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 catalog is seen by approximately 88% of all

domestic air passengers and reaches more than 650 million air travelers annually. The brand’s

currenttargetincludes“affluentandwell-educatedtravelerswhoarereceptivetoinnovative,

unique products.” With our campaign, we will utilize the brand’s high awareness rate among a

captive audience, and the brand image through resonating marketing strategies.

Scheduled to begin in January 2013, our year-long campaign will focus on reinforcing

theconvenienceofSkyMall’sin-flightshoppingexperienceaswellasthecreative,innovative

and fun products that it offers. The slogan “The Mall With No Walls” will be featured on all

media to attract our target audience which consists of frequent travelers with little time to

shop. These individuals are also technologically savvy and enjoy being early trend adopters.

Therefore, our messages will reach the target market using a variety of traditional and nontra-

ditional media vehicles including social media marketing, transportation and airport advertis-

ing, a viral video contest and search engine optimization. The combined use of traditional and

nontraditional media vehicles will allow us to achieve our campaign objectives. All marketing

communication is within our budget of $500,000, with 6.5% left over for contingency costs.

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Key Marketing Research Conclusions Proposed Corresponding Strategies SkyMall offers over 15,000 products from a variety of brands in 13 major product categories and claims “approximately 88% of all domestic air passengers” are aware of the brand, which reaches “more than 650 million air travelers annually.”

We will utilize the brand’s exclusivity, variety and high awareness rate among its captive audience as well as reinforce SkyMall’s brand image through resonating marketing strategies.

The Internet and mail-order retail industry in the U.S. is considered to be very concentrated, with the top 50 companies accounting for around 60% of the total industry revenue.

Due to the heavy concentration of the industry, we must drive more effort into SkyMall’s marketing to create top-of-mind awareness in consumers in order to build a loyal consumer base.

Demand in the Internet and mail-order retail category is driven mainly by a consumer’s personal income. The consumer base is almost equally composed of men and women, who tend to be married, ages 34-65, and often hold key decision-making positions within their professions.

We will target individuals with higher income levels, within the 25-54 age range, in order to attract a younger, more technologically-inclined consumer, who can be more easily driven to the SkyMall website and reached through social media tactics.

Many of our survey respondents said they do not think the SkyMall catalog is a serious publication from which they would actually buy a product, and they only read SkyMall for entertainment purposes because they do not believe they “need” any of the products.

Our creative strategy highlights the convenience and credibility of the SkyMall brand through a humorous tone and emphasizes why consumers want SkyMall products.

SkyMall has weak out-of-flight exposure and outdated catalog and website layouts, which contributes to the brand’s lack of credibility among its consumers.

Our marketing efforts will increase out-of-flight exposure, while our creative strategy will update the catalog and website layouts. In effect, our campaign will increase brand awareness and credibility among consumers.

Strategic Summary Chartnicole & company nicole & company

nicole & company nicole & company

Marketing StrategyA. Research

Situational Analysis

Company Background

SkyMall was founded in 1990 and offers the service of providing products from an aggregation

of brands. The brand markets itself on its website as a “multi-channel, direct marketer” that offers

“high-quality, innovative” products from “top direct marketers and manufacturers” (skymall.com).

According to Hoovers, there are 25 airlines that offer the SkyMall magazine in every seat pocket,

as well as Amtrak trains, some hotels and airport lounges. Major airlines include AirTran, American,

Continental, Delta, Southwest, United and US Airways. Between the catalog and the website, the

company offers over 15,000 products in 13 major product categories (Gadling). SkyMall claims that

“approximately 88% of all domestic air passengers” are aware of the brand, which reaches “more

than 650 million air travelers annually” (skymall.com). SkyMall’s estimated gross annual revenue in

2011 was $4.4 million (Hoovers). Besides minimal social media efforts and the catalog’s placement

on many domestic airlines, the company does little to no promotion.

Competitive Landscape - Internet and Mail-Order Retail Industry

There are approximately 16,000 companies within the Internet and mail-order retail industry

in the United States alone. The combined annual revenue of these companies is approximately $235

billion, with the top 50 companies accounting for around 60 percent of this revenue. Therefore, the

industry is considered very concentrated, with some of the largest companies in the industry being

Amazon, LL Bean, Overstock, Lands’ End and Hanover Direct. In recent years, the bulk of revenue

has also shifted from catalogs to the Internet. Globally, the Internet and mail-order retail category

has a combined industry revenue of about $600 billion annually. Germany’s Otto Group, the UK’s N

Brown Group and South Korea’s GS Home Shopping are among the largest companies in the global

industry (First Research).

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According to Hoovers, SkyMall’s top competitors in the Internet and mail-order retail cat-

egory are Amazon.com and The DFS Group. Amazon is the top competitor, with a wider variety of

offers and products and a gross revenue of over $48 billion in 2011, compared to SkyMall’s $4.4

million. A new threat has arisen from Amazon as it moves further into the travel space. Delta will

soonbeofferingfreeWi-FiaccesstoAmazon.comonitsflights.TheDFSGroupownsluxuryduty-

freeairportstoresacrosstheglobe,makingitamorespecificcompetitorinthetravelindustry.

Only three are currently in North America, residing in the New York, Los Angeles, and San Fran-

cisco airports. With a gross revenue of $20 million dollars in 2011, it competes on a global scale by

providing a more exclusive and luxurious feel to traveling customers via its high-end products and

exclusive membership program. Another recent threat to SkyMall is Delta’s Sky Store. The Sky Store

is only online and focusses on the sale of travel products by offering the incentive of a free Wi-Fi

pass with a $150 purchase. The concept is dangerously similar to SkyMall, and it is offered by one

of SkyMall’s distributors, making it an interesting competitor.

Consumer Analysis

In secondary research, we found that demand in the Internet and mail-order retail category

isdrivenmainlybyaconsumer’spersonalincome;therefore,theprofitabilityofanyindividual

company within the industry depends on effective marketing to build a customer base (First Re-

search). Due to the heavy concentration of the industry, we believe SkyMall must drive more effort

into its marketing to create top-of-mind awareness in consumers in order to build a loyal customer

base.

Asfarasconsumerperceptionsgo,ourkeyfindinginbothourprimaryandsecondaryre-

search is that many people do not take SkyMall as a serious publication from which they would

actually buy. Bloggers, such as Cracked.com, have created parodies of the magazine and its prod-

ucts, portraying the catalog as ridiculous. In a small survey we conducted of adults ages 25-54,

respondents claimed they only read SkyMall for entertainment purposes, and that they had not or

would not actually purchase from the catalog. Many said that they did not “need” any of the prod-

ucts.

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STRENGTHS• Exclusivity-onlyprintcatalogoptionofferedin-flight• Variety of products cater to diverse consumer interests• High consumer awareness • Consumers enjoy reading the catalog for its diverse and out-of-the-box products• Database of 850,000 unique email addresses

WEAKNESSES• Weakout-of-flightexposure• Outdated catalog and website layouts• Poor product perceptions result in lack of credibility of SkyMall brand

OPPORTUNITIES• Captivein-flightaudience• Wi-Fi offeredonflightscanincreasepotentialforin-flightpurchases• Convenient for frequent travelers with little time to pur-chase for themselves or others

THREATS• In the Internet and mail-order retail category, the bulk ofspendinghasmovedfromcatalogtoInternetsales• Flights charging for or lacking Wi-Fi create gap be-tweenexposureandpurchaseopportunity and discour-agein-flightpurchases• Delta Sky Store is in direct competition with SkyMall’s product lines, promotional placement, and overall brand image• Amazon.comisofferedforfreeonDeltaflights

Market Segmentation

Domestic Travelers

Of domestic travelers surveyed in 2010, those aged 25-44 were slightly more likely to travel

for business reasons (Mintel). However, three out of four domestic trips are reportedly taken for

leisure purposes (US Travel Association). In 2010, 68% of respondents with household incomes of

$75,000-$100,000 reported traveling for vacation or personal reasons. The number one leisure trav-

el activity for U.S. domestic travelers is visiting relatives, followed by shopping and then visiting

friends. Therefore, a large number of people reading SkyMall will be on their way to visit someone,

giving SkyMall more reason to market its gifts. Many will also already have shopping on their mind,

so perhaps they could begin en-route.

SkyMall Consumers

SkyMall’s customer base is almost equally composed of men and women, 93% of whom are

married. 69% hold professional, managerial, sales, service and white collar jobs, and within these

jobs, they are often the key decision-makers. These customers hold a median annual income be-

tween $75,000

Market % U.S. Population in Market % Category SalesPlane Travelers, age 25-‐54 21.4% 50.6%Frequent Flyer Club Members, age 25-‐54 15.1% 50.6%Source: MRI +

Market CDI Calculation for Internet and Mail-‐Order Catalog Category

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and $100,000, and 53% have home values over $250,000. Most fall within the 34 to 65 year age

rangeandareamongthefirsttoadoptnewtechnologiesandinnovations.Theyareoftenbusytrav-

elers who lack the time to shop for themselves, making SkyMall a convenient way to make the most

of their time (DMEF).

Target Market and Audience

Ourcampaignwilltargetfrequentflyerswithinthe25-54agerange,themajorityofwhom

are married professionals with high incomes ($75,000- $100,000). They are frequent travelers with

little time to shop, who are technologically savvy and enjoy being early trend adopters.

Table 1

Target Selection


Personal Profile

Marilyn is a 32 year old, married professional, who fre-

quently travels for leisure during the year, and sometimes with

her husband on business trips. When Marilyn is not at work, she

spends her time working out, taking walks with her dog, and

making Pinterest boards of interior design ideas. She is con-

stantly in touch with co-workers and friends using her iPhone

apps for Facebook and Twitter. When she travels, she has both

hersmartphoneandiPadtoentertainherselfduringflight.In

the future, she looks forward to starting a family and becoming

aparttimefinancialconsultantathercurrentemployer.

Rationale

Due to the fact that SkyMall’s customer base is mostly even in terms of gender, we will

target both men and women. We chose a higher income level due to the higher price levels in the

SkyMallcatalogandbecauseourincomelevelrangewasalreadydefinedastheaverageforSkyMall

customers. We chose an age range slightly lower than that of SkyMall’s current customers in order

to draw the younger, more technologically-inclined consumers who can be more easily driven to the

website and reached through social media tactics. We also found that airplane travelers in our age

range are 235% more likely to purchase from Internet and mail-order catalog retailers, and more

specifically,frequentflyersinouragerangeare335.1%morelikelytopurchasefromInternetand

mail-order retail than the general population (see Table 1 on left). This creates a large opportunity

to reach our target audience while they travel and directs our marketing strategy in a promising

direction.

B. Marketing Communication Objectives

Overall Marketing Objective

Our overall marketing objective is to increase SkyMall purchases from one purchase per every

nineflightstoslightlymorethanonepurchaseperflight,increasingtotalsalestoroughly8,797,502

purchases annually.

(See Exhibit A: Marketing Communications Objectives for 2013 Calendar Year)

C. Marketing Communication StrategyPositioning

Positioning Overview

Tofrequentflyers,ages25-54,whoaremarriedwithhighincomesrangingfrom$75,000-

$150,000, and often lack time to shop, SkyMall provides the most convenient way of purchasing a va-

riety of high-quality, creative and innovative products during travel. Customers can worry less about

using time outside of travel to shop for a variety of quality products for themselves or others and can

still stay ahead of the trends. The use of smart phones, laptops and other technological devices will

enhance the overall SkyMall experience, allowing airline customers to instantaneously purchase any

ofSkyMall’sthousandsofproductsin-flight.TheSkyMallbrandcharacterisconvenient,innovative

and credible. (See Exhibit B: Positioning Table)

Big Idea

“SkyMall products make others jealous of you.”

Our big idea emphasizes the envy-inspiring effects of SkyMall’s products. The different ad-

vertisements will show how Skymall products make others jealous due to the innate and inherently

competitive nature of people, using a variety of humorous situations. Traditional media vehicles will

be used, but with a creative edge that will portray SkyMall’s products as innovative and credible as

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>1 Sale per flight

1 sale per ev-ery 9 flights

8,797,502 total sales


well as convenient to purchase. It will also address the issue of “needing” the products in SkyMall

by portraying them as not necessary but desirable. The new media vehicles will be used to add a

funandentertainingaspecttoourcampaign,whichreflectstheoverallSkyMallshoppingexperi-

ence. As a whole, the campaign emphasizes the credible, creative, fun and innovative products

that SkyMall offers, while also allowing customers to have the most convenient shopping experi-

ence. Our big idea ties in with our slogan, “The Mall With No Walls”, by suggesting the limitless

innovation of SkyMall’s products, and playing on the wall motif that will be present in the adver-

tisements. In the SkyMall ads, there will always be some kind of wall separating the envious from

the SkyMall customer. The slogan will emphasize that with SkyMall there are no walls, encourag-

ing those on the other side of the wall to purchase SkyMall products too.

Media PlanA. Media Objectives

Overview

We propose to reach at least 50% of the aware primary target audience, which is 88% of

the total target audience, two or more times per week, resulting in a GRP of 100 per week.

Rationale

The client requests the use of new, innovative ways to engage passengers with SkyMall

productsandbusiness.Preandpost-flightstrategiesareconsideredinthemediastrategyin

order to drive customers from the SkyMall print catalog to the SkyMall website and SkyMall App.

Online and print media will be used throughout the campaign to increase sales, not only by en-

gaging new customers, but also by re-engaging previous customers.

B. Overview of Media Strategy

The traditional and nontraditional media selected for the campaign will drive new custom-

ers and reengage prior customers, driving high impression levels and leading to more purchases

before,duringandafterflight.Ourmaingoalistoreachatleast50%ofourawareprimarytarget

audience, resulting in higher levels of desire and interest as well as more action taken.

Due to the different traditional and nontraditional media types, the campaign will have the po-

tential to reach a variety of people, not only those in our target audience. Some of these media

vehicles will last through the duration of the campaign, while others will last only a few months.

The media vehicles will also be available in different geographic areas throughout the United

States.

C. Media Strategy

Weproposetousesocialmedia,online,email,print,in-flightpromotion,mobile,trans-

portation and airport marketing, as well as a viral video contest to effectively communicate to

ourtargetaudience.Socialmedia,online,in-flightpromotionandmobilewillhelptocreate

awareness and drive our target audience to the website, typically tech-savvy individuals and

early trend adopters. Other media vehicles such as transportation, airport and print advertise-

ments, as well as email lists, will help to drive others who are not as technologically advanced,

as well as businesses and individuals outside of our target audience, to the SkyMall catalog and

SkyMall website.

Social MediaToinitiallycreateawarenessinthefirstmonth,thecampaignwillbeginutilizingsocial media marketing on Facebook, Twitter and Foursquare.

OnlineInthefirstmonth,thecampaignwillbeginusingGoogle AdWords to drive target individuals to the SkyMall website.

EmailBeginninginthefirstmonth,SkyMallwebsiteandcatalogreminderswill be sent via email to individuals on the email list in order to keep these customers up-to-date with the newest SkyMall products. Follow-up emails will be sent to SkyMall customers and emails will accompany boarding passes of participating airline customers, in order to drive tar-get individuals to the SkyMall website. Beginning in the second month and through the sixth month, sales promotions will be sent to the email list during the holidays, including Hanukkah, Christmas, Valentine’s Day, Mother’s Day and Father’s Day.

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In-flightPromotionBeginning in the second month and through the sixth month of the cam-paign,in-flightpromotionssuchason-flighttriviaandon-flightannounce-ments will be used in order to grab the attention of all individuals on-flight.Intheseventhmonth,in-flightpromotionswillbepaused,butwillreturn in the tenth month in order to drive the most possible interest towardstheendofthecampaign.Inthelastmonth,month12,in-flightpromotions will end, since this will be the month in which the winner of the viral video contest will be announced, and there will not be a need for continuedon-flightannouncementsaboutthecontest.

MobileAlso in the second month, mobile advertising on participating airline apps, GateGuru and Flightview will be used to attract our innovative, tech-savvy target audience members, who tend to be early trend adopters. In month 11, mobile advertising will end for budget purposes, and also because by this point in the campaign the target audience should already be engaged and taking action on the SkyMall website and SkyMall App. We be-lieve the SkyMall app has huge potential for encouraging more purchases, and that it is extremely under-marketed. With mo-bile advertisements on participating airline apps, GateGuru and Flightview we will invite our innovative, tech-savvy frequent flyerstointeractwiththeapp.

Transportation and Print AdvertisingBeginning in the second half of our campaign, or the seventh month, the focus will turn to transportation advertising at JFK and LAX airports, as well as airport advertising at ATL, DFW and ORD airports. Transportation and airport advertising will end in the ninth month in order to stay within our budget. Boarding pass ads will ad to our print media by using similar images from the bus stop and airport ads.

Viral Video Contest Beginning in the seventh month, the viral video contest will be used to drive more of our target audience to the SkyMall website and SkyMall App and to create more customer partici-pation and interaction. The contest will end in the last month of the campaign, during which the winner of the contest will be announced.

(See Exhibit C: Media Tactics Flow Chart)

nicole & company nicole & companyD. Media Tactics

According to the the following calculations, the media vehicles will satisfy the media objectives.

The potential gross impressions on the Media Tactics chart (See Exhibit D) depict the potential

that our selected media vehicles have to reach the target audience. We estimate that the inser-

tions and impressions found in the chart will result from each media vehicle we will employ. The

media schedule will be spread across the 2013 calendar year based on media type (See Exhibit E:

Media Scheduling Chart).

Creative StrategyCreative Objectives

To use the creative platform to achieve previously stated marketing objectives and increase

awareness and purchases for the SkyMall catalog. Secondary objectives involve branding the Sky-

Mall catalog as a high quality magazine for conveniently purchasing new innovative products and

gifts.

Overview of Creative Strategy

Benefit: most convenient way to purchase innovative products and gifts

Tone: humorous and gratifying

Features:buyin-flight,onlineaccess,one-of-a-kindproducts

Strategy: Print ads will portray SkyMall readers looking at life-improving products that will

impress a special someone in their life, whether it be their boss, mother or even their dog. As that

someone looks on, they can only hope that one day they will be the lucky owner of such a prod-

uct.ThehumoroustoneleadstotheonlookerreceivingthegratificationoffinallyowningaSky-

Mall product and promises satisfaction for all who buy SkyMall products.

6

Gross Impressions 133,533,387Average Frequency 1.5CPM $3.51

Creative Plan

In-flightguerrillamarketingandsocialmediatacticswillreflectthisstrategybyoffering

giveawaysbeforeholidayssothattheymaygivethegiftofSkyMalltolovedonesin-flight.Holi-

days that are emphasized are Mothers’ Day, Fathers’ Day, Thanksgiving, Christmas and Hanukkah.

Duringtheseholidays,flightattendantsfromeachairlinewillhavetheopportunitytoaskone

flightoftheirchoicetosharetheirfavoriteholidaymemories,andthenvoteontheirfavorite

memory for the incentive of a $100 SkyMall credit. The social media strategies will play on simi-

lar situations but will also extend to involve followers in weekly SkyMall scavenger hunts, which

will earn them free shipping on any SkyMall product. Engaging the target market on a more per-

sonal level through social media will be key in building brand loyalty and will also provide more

detailed information about each audience member.

Email newsletters will go out before big holidays to remind consumers about the impor-

tance and convenience of giving SkyMall gifts. Similar imagery from the print strategy will be

used to give a visual of how gratifying it is to receive a SkyMall gift for any occasion. Emails will

also provide reinforcement after consumers purchase from SkyMall to reassure them that they

have made the right decision and also to ensure consumer satisfaction.

Other social media tactics such as blogging and Pinterest will be used to reinforce our

brand positioning statement. Adding quick link buttons to each social media website in addition

to the catalog and website will link information across all mediums and allow consumers to eas-

ilyfind“liveupdates”onSkyMallproductsandspecials.Theblogwillshowcasefeaturedprod-

ucts of the week and even give consumer reviews from loyal SkyMall customers. Customers that

arechosenforuptofivedifferentreviewswillbedeemed“OfficialContributors”totheblog

andreceiveapersonalSkyMallprofileontheblog.

Google Adwords and Mobile Ads will serve as another form of reinforcement to remind

consumers, when they are using airport related apps or searching for gifts online, that SkyMall

is the premiere catalog to order from online. The Mobile Ads will highlight the SkyMall App gift

finderfeature,whichallowsuserstoconductadvancesearchesforgifts.


Boarding pass advertisements will feature the campaign slogan and promote the catalog

before consumers travel. This pre-travel reminder will raise awareness, resulting in more people

readingtheSkyMallmagazineduringthierflight.Thiswillbeimportantinourfirstobjectiveof

increasing top of mind awareness.

Our YouTube video contest will serve as the campaign’s big sweepstakes. SkyMall custom-

ers will be encouraged to post creative videos about their favorite SkyMall products and the most

innovative ways to use their products. The videos with the most likes by November 1st will be dis-

playedonourwebsiteandallsocialmediaplatformsforthefinalvotingrounds.Oneluckywinner

will win a four day vacation for two and the next cover of SkyMall’s catalog. We believe this will

provide valuable interaction and publicity for the SkyMall brand.

Airportposteradsandbusshelterads will remind consumers arriving and departing from

major U.S. cities to think of SkyMall. Print ads will relay the humorous tone and display SkyMall

purchasers and their envious onlookers. This serves as a pre-marketing reminder before they

boardtheirflightandalsoasreinforcementwhentheylandatmajordomesticdestinations.These

ads will also include QR codes so that consumers can directly purchase featured products.

Finally, our re-brandingofthewebsiteandcataloglayout will make viewers believe that

the quality of SkyMall products is apparent in the newer, less-cluttered arrangement. Choosing

fewer products to display in the catalog will make it easier to read and appear to be more high

class than the current layout.

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BudgetBudgetAllocation(foreachmediacampaignmetrics) Total Media Spending: $467,380 out of proposed $500,000 budget (See Object 2: Media Mix Diagram) (See Object 3: Budget Allocation Sheet)Evaluation Plan In order to evaluate the success of the campaign, we will provide certain methods of rough-lytrackingtheamountofpurchasesthatwereinfluencedbyourcampaign.Foreachstepofourobjectives, we will employ an evaluation method in order to determine whether or not they were achieved.Maintaining Awareness In order to determine if our 88% awareness was maintained, we will have purchasers tell us how they heard about SkyMall at the end of their check out process. Without being invasive, we will require that they choose from a list of options from which they might have last heard about SkyMall:socialmedia,searchengine,friend,printadvertisement,mobileadvertisement,in-flight,email and an option for “other,” in which they can specify how else they might have been led to SkyMall.Generating Top-Of-Mind Awareness Thisismoredifficulttoevaluate,butwewillcreateasurveythatcustomerswillhavetheopportunitytofillout,whichwillaskhowtheyheardaboutSkyMall,whytheychosetopurchasefrom SkyMall, etc. We can also extract from the data on how they heard about SkyMall gathered from the checkout process to determine whether it might be top-of-mind or simply a purchase marked by the convenience of having SkyMall in front of them. Generating Website Traffic Wecanevaluatethetrafficgeneratedbyprovidingpromotionalcodesinouradvertise-ments, tracking click-throughs from our search, mobile, email and social media links. We can also gather this information from the data on how purchasers heard about SkyMall.Increasing Purchases to One per Flight This will be evaluated through combining all of the data found in our evaluation of the pre-viousobjectives,aswellastrackingthenumberofpurchasesmadein-flight.

(See Exhibit F: Lifetime Customer Value)(See Exhibit G: ROI Table)

Object 1

Object 2


8


Appendix

Exhibit A: Marketing Communications Objectives for 2013 Calendar Year


Exhibit B: Positioning Table


Exhibit C: Media Tactics Flow Chart Exhibit D: Media Tactics Chart

Media Types Insertions Impressions Avg. FrequencySocial MediaFacebook 365 7,753 1Twitter 365 3,062 1Foursquare 75 2,000 2

OnlineGoogle AdWords 133,590 66,795 2

EmailFollowup 1 6,283,932 2Boarding Pass 10 23,451,000 5Holiday Promotions 5 850,000 1

PrintSkyMall Magazines Placed in Participating Airline Frequent Flyer Lounges 24,720 3,759,500 1

In-‐flight PromotionTrivia 60 8940 1Announcements 1,120,000 4,172,000 2

Mobile 365 228,000 2GateGuruFlightviewAirline Apps

TransportationJFK 40 7,752,360 1LAX 40 9,845,022 1

AirportATL 128 19,004,928 1DFW 116 25,633,216 1ORD 206 32,454,064 1

Viral Video Contest 1 10,815 1

TOTAL 1,280,087 133,533,387 1.5

Media Tactics


Exhibit E: Media Scheduling Chart

Preparation EvaluationMonth 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Month 13January February March April May June July August September October November December January

Industry StudySocial MediaOnlineEmailPrintIn-‐flight PromotionMobileTransportationAirportViral Video ContestEvaluation

Campaign

*light blue blocks indicate media usage for that category**dark blue blocks indicate idle media periods


Exhibit F: Lifetime Customer Value

Exhibit G: ROI Table

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Creative Appendix

Holiday Promotional Emails


Print Creative Sample 1 Print Creative Sample 2


Boarding Passes Blog


Facebook

: The Mall with No Walls

person


Website Redesign

Shop the Mall with No WallsClick HERE


Gate GuruSkyMallFlightview

Google

Social & Mobile Platforms


Magazine Redesign


Additional ResourcesClear Channel Media Costs and GRP Analysis<http://clearchanneloutdoor.com/assets/downloads/research/eo-grp-analysis- external.pdf><http://clearchanneloutdoor.com/assets/downloads/media-planning-guide/2010- 11-eyeson-rates.pdf>

Cracked.com - “Sky Mall”<http://www.cracked.com/funny-5021-skymall/>

ConfidentialDocumentsonRatesforNewYork(JFK)andLosAngelos(LAX)Airport Advertising sent from Laura Koss, Market Analysts at JCDeauxContact information: [email protected]

DirectWorks, “Collegiate ECHO Direct/Interactive Marketing Challenge”<http://www.directworks.org/Students/Default.aspx?id=288&ekmensel=c57dfa7b_62_72_btnlink>

First Research<http://www.firstresearch.com/Industry-Research/Internet-and-Mail-Order-Retail.html>

Gadling, “SkyMall Monday: An Interview with SkyMall CEO Christine Aguilera” - Mike Barish<http://www.gadling.com/2009/05/18/skymall-monday-an-interview-with-skymall-ceo-christine-aguilera/>

Hoovers Company Reports<http://www.hoovers.com>

Mashable, “Delta Wants You to Shop Amazon While Flying” - Samantha Murphy <http://mashable.com/2012/03/05/delta-wi-fi-amazon/>

Mintel, “US Travel Market - January 2010” <http://academic.mintel.com.proxy-remote.galib.uga.edu/sinatra/oxygen_academic/search_results/show&/display/id=482447/display/id=504721?select_section=482447>

RITA, Bureau of Transportation Statistics<http://www.transtats.bts.gov/Data_Elements.aspx?Data=1>

The New York Times, “Coffee, Tea, Lawn Ghoul?” - Sarah Kershaw<http://www.nytimes.com/2009/04/30/fashion/30skymall.html?adxnnl=1&pagewanted=print&adxnlx=1328472600-GSvq0ru8BxDCGmA/yUbwog>

US Travel Association<http://www.ustravel.org/sites/default/files/page/2009/11/USTravelAnswer-Sheet.pdf>

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