International airport strategy pivot
International airport strategy pivot
Strategic thinking at its best: maximizing impact while reducing budget strain.
Duration
1 week
Client
International Airport Terminal
Overview
Rebuilding a feature terminal meant a major international airport needed to secure partner commitments from a number of global airlines. As the sales pipeline filled, the marketing need changed. I led a content format conversion so we could maximize our marketing efforts while reducing budgetary strain.
Campaign Strategy & Art Direction
Overview
Campaign Strategy & Art Direction
Rebuilding a feature terminal meant a major international airport needed to secure partner commitments from a number of global airlines. As the sales pipeline filled, the marketing need changed. I led a content format conversion so we could maximize our marketing efforts while reducing budgetary strain.
The challenge
Early in the project, we used a password-protected microsite to build interest and attract prospective airlines. The good news is that it worked—It served as a key touchpoint in our marketing funnel. The bad news? Maintaining it meant continuing to invest in a CMS, hosting, and ongoing site support. It’s not common that a sales pipeline actually gets “full,” but that’s what happened here. With a finite supply of spots filling up, the web investment didn’t make sense anymore. That didn’t diminish the content quality though, so we needed a way to communicate it to the airlines in the pipeline.
The challenge
Early in the project, we used a password-protected microsite to build interest and attract prospective airlines. The good news is that it worked—It served as a key touchpoint in our marketing funnel. The bad news? Maintaining it meant continuing to invest in a CMS, hosting, and ongoing site support. It’s not common that a sales pipeline actually gets “full,” but that’s what happened here. With a finite supply of spots filling up, the web investment didn’t make sense anymore. That didn’t diminish the content quality though, so we needed a way to communicate it to the airlines in the pipeline.
The approach
I recommended converting our microsite’s strong content into a series of sales-support ebooks. Each ebook addressed topics as outlined by the microsite navigation, so they could be used as they became relevant. The format suddenly cost zero dollars for the sales team to keep handy, and created an even smoother and individualized flow of content based on specific airline interests that became apparent through sales talks.
The approach
I recommended converting our microsite’s strong content into a series of sales-support ebooks. Each ebook addressed topics as outlined by the microsite navigation, so they could be used as they became relevant. The format suddenly cost zero dollars for the sales team to keep handy, and created an even smoother and individualized flow of content based on specific airline interests that became apparent through sales talks.
The results
Retiring the microsite freed the client from an ongoing expense and allowed their team to redouble efforts with a focus on leads most likely to become airline partners. The ebook series extended the value of the original content while creating practical assets that could be shared directly with prospects during active sales conversations. We created more value with less, and offered a flexible solution that adjusted perfectly alongside the client’s needs.
The results
Retiring the microsite freed the client from an ongoing expense and allowed their team to redouble efforts with a focus on leads most likely to become airline partners. The ebook series extended the value of the original content while creating practical assets that could be shared directly with prospects during active sales conversations. We created more value with less, and offered a flexible solution that adjusted perfectly alongside the client’s needs.
Highlighting Design
This is a great example of understanding when less is more. Redirecting content to a more valuable audience while suffering less overhead is exactly the kind of efficiency result we can expect from focusing on the details of a problem instead of jumping to prescribe a solution.
Highlighting Design
This is a great example of understanding when less is more. Redirecting content to a more valuable audience while suffering less overhead is exactly the kind of efficiency result we can expect from focusing on the details of a problem instead of jumping to prescribe a solution.
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Tell me what you're building
Let's cut through the noise and bring real strategy to your project.
Setup an intro call
Tell me what you're building
Let's cut through the noise and bring real strategy to your project.
Setup an intro call
Tell me what you're building
Let's cut through the noise and bring real strategy to your project.