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Figure 4.18 BA 'Have you clicked yet?' campaign web site
British Airways is leading the way in innovating technology to simplify our customer's journey through the airport. The role of this campaign was to give a strong message about what is now available online, over and above booking tickets.
The aim was to develop a campaign that educated and changed the way in which BA's customers behave before, during and after their travel. The campaign focused on the key benefits of the new online services - speed, ease and convenience - and promoted the ability to check in online and print out a boarding pass. The two main target audiences were quite different, early-adopters and those who use the web occasionally but don't rely on it. Early-adopters were targeted on sites such as T3.co.uk, Newscientist.com and DigitalHomeMag.com. Occasional users were reached through ads on sites such as JazzFM.com, Vogue.com and Menshealth.com.
Traditional media used to deliver the 'Have you clicked yet?' message included print, TV and outdoor media. The print ad copy, which details the OVP was:
Your computer is now the airport. Check in online, print your own boarding pass, choose your seat, change your booking card and even find hire cars and hotels. Simple.
A range of digital media were used, including ATMs, outdoor LCD transvision screens such as those in London rail stations which included Blue-casting where commuters could receive a video on their Bluetooth enabled mobile phone, digital escalator panels. More than 650,000 consumers interacted with the ATM screen creative. Online ads included overlays and skyscrapers which showed a consumer at his computer, printing out a ticket and walking across the screen to the airport. Such rich-media campaigns generated 17 per cent clickthrough and 15% interaction. The web site used in the campaign is shown in Figure 4.18.
Source: Revolution (2005b)
will influence which proposition is possible. They then suggest sub-processes of first setting objectives for market share, volume or value by each segment and then defining the value to be delivered to the customer in terms of the marketing mix. They suggest starting with defining the price and value proposition using the 4 Cs and then defining marketing strategies using the 4 Ps (see Chapter 5).
Having a clear online value proposition has several benefits:
• it helps distinguish an e-commerce site from its competitors (this should be a web site design objective);
• it helps provide a focus to marketing efforts so that company staff are clear about the purpose of the site;
• if the proposition is clear it can be used for PR, and word-of-mouth recommendations may be made about the company. For example, the clear proposition of Amazon on its site is that prices are reduced by up to 40% and that a wide range of 3 million titles are available;
• it can be linked to the normal product propositions of a company or its product.
We look further into options for varying the proposition and marketing mix in Chapter 5.
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