1. Check-ins to drive non-aeronautical revenue
Think of a large airport, with thousands of passengers connecting through each day, many with nothing to do after clearing security. Now think of the airport’s non-aeronautical revenue options (retailers, concessions). This is a prime opportunity to influence purchase decisions through a bit of social engagement.
Here’s your Airport “Non-aeronautical Revenue” Challenge: Set up Foursquare check-in venues at participating airport retailers to create a challenge for passengers, aimed at driving non-aeronautical revenues for the airport. The value of the check-in is that each time someone does it, they announce to their friends on Facebook, Twitter or other connected networks that they are at that particular retailer – it’s announcing brand choice, which is better than even net promoter score!
- Informative and Fun: Creation of a scavenger-hunt-like game, complete with signage throughout the terminal and at each participating retailer to encourage check-ins and drive passengers to check-in.
- Incentives to purchase: Retailer specific check-in offers, each with a unique offer or one-time special.
- Rewards: Once the user reaches a set number of check-ins along the challenge path, the user is rewarded with an airport badge or pre-determined prize.
Airline example: Virgin America’s Terminal 2 Takeover
- Passengers compete with each other to check in at the most airport locations.
- Passengers aim to earn the lead on a terminal specific leaderboard.
- Virgin branded program
- Unique badges
2. Surprise and Delight
Businesses are often looking for ways to “surprise and delight” customers. Airports can do the same.
- Passengers were chosen at random after checking into specific KLM airports and gates.
- Passenger was researched through social media, to find a unique gift that would delight that specific passenger.
- Delighted passengers share stories with family/friends spreading their word and new loyalty even further.
- Dedicated time frame.
- Dedicated KLM Surprise team
Airport “Surprise and Delight” Challenge: Think of ways to implement a similar surprise and delight tactic at your airport. It could be as simple as broadcasting that two “XYZ Airport Surprises” will take place each week, following randomly choosing a foursquare check-in, and researching that passenger and their habits and pairing them with a unique prize, or even a generic airport prize.
If you have not already viewed the KLM Surprises video, we suggest taking a look. It is filled with great ideas and causes us to smile each time we view it.
3. “Foursquare Specials” as rewards for frequent airport usage
This may be one of the most fundamental ways to drive engagement through Foursquare, but sometimes we need reminded of the simple ways to engage.
Foursquare specials offer the opportunity to try out various types of rewards for checking in. These go live immediately and can change weekly or monthly. Four square specials can almost be seen as a trial run for using location-based tools within your airport.
Airport “Check In Specials” Challenge: Find a special that fits your airport brand and budget.
Decide the following:
- Number of check ins necessary before reward/special is offered
- Levels to reach various rewards/specials
- Items that fit the airport’s specific budget requirements (these can vary from a free coffee on the first check in, to $5 off retail after 5 check ins, to one day free parking after checking in at the airport 5 times in one month).
- Have a little fun. Find the best mix for your airport brand and budget.
4. A free “CRM system” – (yes, free!)
Do you know the Mayor of your airport? Do you know what he likes to eat for breakfast? Where he gets his car washed? If he prefers Starbucks or Dunkin’ Donuts? We often refer to this as being “creepy” but really it is just another type of passenger tracking. Foursquare can act as a CRM system without actually paying for a CRM system.
How, you ask? Once you have claimed your airport venue, you can request a list of all past airport “mayors.” Take this opportunity to learn more about them, their habits, and then start engaging them. They are, after-all, a sampling of your frequent flyers.
Start gaining insights about the behavior of your customers by looking into their habits when outside of the airport walls. Foursquare offers the opportunity to take a deeper look at each person checking in, and start learning their travel and behavior patterns. These patterns can help us to market to the more directly, and figure out how to engage them while they are in the airport.
While we have focused on Foursquare for this post, remember that driving engagement through location-based tools doesn’t stop here. Once you find the best program for your airport, Facebook Places, Twitter, Gowalla, Yelp, Loopt and even Google Latitude are other location-based tools to consider.
For more ideas be sure to revisit our Top 10 ways Airlines Have Used Location-Based Tools and Top 10 airports on social media or drop us a line at firstname.lastname@example.org to learn more about how your airport can use Foursquare to drive engagement and revenue through location-based tools.
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