“The services provided by Bell Media allowed the Montgomery Regional
Airport to evolve into a forward-thinking airport in better understanding our
passengers travel behaviors while returning ridership from surrounding
airports. The technology utilized gave a true ROI on marketing spend along
with an improved path of understanding next steps in marketing decisions.” - Chip Gentry (VP Air Service Development)
Montgomery Regional Airport needed a Digital Marketing Strategy to combat Passenger Leakage.
In 2016, the Montgomery Regional Airport began working with Bell Media to develop a strategy aimed at reducing passenger leakage (an individual living in the Montgomery area who drives to a larger nearby airport to fly). Passenger leakage is a major problem for small and mid-sized regional airports who are within driving distance of major hubs. With the assistance of state-of-the-art technology, Bell Media developed a strategy that captured the mobile device ID of “leaked passengers” and served them messages to influence their decision making process.
Bell Media felt that in order to influence a frequent flyer who had “flying habits”, the airport must take an aggressive and disruptive marketing approach; reaching “in-market” consumers near the time of purchase while strategically delivering the airport’s value proposition to known “leakers”.
Bell Media developed, executed and optimized a successful strategy
After the first 6 months, the data suggested there were over 1,181 “leaked” customers who received an airport ad and chose to come back to the airport and fly out of Montgomery. The data generated from the campaign provided “walk-in attribution”, meaning Bell Media was able to report the number of “leaked” customers who physically flew out of Montgomery after seeing an airport ad.
Created a mobile-first marketing strategy to reach and convert airport customers.
Built and consulted on landing page and website projects to ensure greater lead capture rates.
Provided consultation on processes to capture ideal customer's mobile device IDs.
Developed conversion tracking model and insights on return-on-ad-spend (ROAS)
1,181 Leaked Travelers Retained at a Cost Per Visit of only $38.86.
“The services provided by Bell Media allowed the Montgomery Regional Airport to evolve into a forward-thinking airport in better understanding our passengers travel behaviors while returning ridership from surrounding airports. The technology utilized gave a true ROI on marketing spend along with an improved path of understanding next steps in marketing decisions.” - Chip Gentry -
Air Service Development at FlyMGM
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