Marketing in the Air port!
Last weekend, I went to a company seminar in Nashville, TN. It was very crazy that I took 4 flights together in 3days, going through 4 different air ports. Since I spent a lot time in those air ports, I noticed many interesting marketing strategies and was amazed how much thought they have been putting together to market varies products through the four Ps concepts.
Product: Due to many people take flights for business reasons, the air port often offer lots business related reading magazines and books, brand name clothes like Hugo Boss, expensive makeup and, surprisingly, Blackberry retail stores. Also, two out of the four also offer shoe cleaning services.
Price: It wasn’t hard to notice the product prices in the air ports are usually higher due to their specific target markets; they know people have to purchase foods and water and some will buy those expensive products to fulfill their time in the air ports.
Place: One interesting fact I noticed was that the air port in Nashville does not offer much staff but only some music related gifts because the city is known the music city. I guess the reason might be that not much people go there for business trips. To effectively located their products and wisely use the limited space in the air port; they always put shops on the way to the waiting areas but not much staff for those people who just get off the air planes.
Promotion: Usually, the air ports put those products to add values to travelers’ experience and elevate the position of the consumers by providing appropriate products.
Overall, I had a very good week in the States, and it was even cooler to see how businesses apply marketing strategies in the real world.