SkyMall Mobile-Shop on Cloud Nine

SkyMall Mobile: Shop on Cloud Nine

TABLE OF CONTENTS

Executive Summary i

Strategic Summary Chart ii

Introduction and Background 1

Research Summary 1

Secondary Research 2

Primary Research 3

SWOT Analysis 4

Research Conclusion 4

Campaign Theme and Positioning 4

Campaign Theme 4

Positioning Statement 5

Target Market 5

Geographic Focus 5

Core Marketing Strategy and Plan 5

Introduction 5

Objectives 5

Mobile Application 6

Website 7

Social Media 7

Catalog 7

Sky Clubs 8

Promotional Flyer 9

Email Campaign 9

In-flight Video 9

Time Line 9

Budget 10

Appendix 11

Appendix 1: Perceptual Maps 11

Appendix 2: RITA Key Findings 11

Appendix 3: RITA Key Findings (continued) 12

Appendix 4: RITA Key Findings (continued) 12

Appendix 5: Delta Technology Amenities 13

Appendix 6: Cost of Wi-Fi, Delta Departures, and Delta Sky Clubs 14

Appendix 7: Inverted Triangle 14

Appendix 8: Campaign Measurables and Goals 15

Appendix 9: SkyMall Mobile 16

Appendix 10: SkyMall Website 17

Appendix 11: SkyMall Magazine (Featured Product Page Spread) 18

Appendix 12: SkyMall Magazine (Augmented Reality) 19

Appendix 13: SkyMall Magazine (QR Code Spread) 20

Appendix 14: Drinking Glasses 21

Appendix 15: Drink Coaster 21

Appendix 16: Promotional Flyer 22

Appendix 17: Email Campaign 23

Appendix 18: In-flight Video 24

Appendix A: Interview Guide 26

Appendix B: Quantitative Survey 27

References 30

EXECUTIVE SUMMARY

SkyMall is a multi-channel retailer that sells a wide variety of products, spanning multiple

categories. At its core, SkyMall is a catalog service that focuses their efforts on travelers of

commercial airlines. The company is known for a product offering that is both interesting and

innovative. The following integrated marketing plan focuses on the development of various

channels through which SkyMall sells their products, focusing primarily on enhancing their

strength online and in the mobile application sector in order to drive sales.

Extensive use of primary and secondary research provided a foundation for the campaign’s

strategic direction and contributed to our marketing recommendations for SkyMall. Secondary

research focused heavily on analyzing SkyMall and their current competitors in order to

identify areas that SkyMall could leverage their competencies in relation to others in the

marketplace. Additionally, areas of opportunity were identified through research on the airline

travel industry in general as well as information that contributed to a customer profile of our

target market. Primary research was conducted in the form of in-depth interviews with

individuals that fit our target and surveys that were distributed online to frequent flyers.

Examination of the research findings identified several opportunities to improve SkyMall's

operations and to ultimately achieve one of our main objectives: increase sales per flight.

SkyMall is unique in the sense that it provides more than an outlet for shopping, it provides a

shopping experience. SkyMall is a convenient retailer that not only sells products, but makes

the experience fun! The SkyMall Mobile: Shop on Cloud Nine campaign leverages this aspect

and takes advantage of current trends in the marketplace in an effort to reach frequent, business

travelers with a high propensity to purchase from one of SkyMall’s nine channels. Specifically,

a mobile strategy is thoroughly developed and serves as a basis for our entire plan.

In order to effectively execute our plan, we developed various forms of advertising and direct

marketing, in addition to developing and improving various offerings for SkyMall. The

campaign is developed within our $500,000 budget through the allocation of money to our most

effective methods. To launch the SkyMall Mobile: Shop on Cloud Nine campaign Delta

Airlines was chosen as the best partner for SkyMall due to their shear size, hub locations, and

amenities for business travelers. Four distinct Delta Airline and business-heavy travel locations

from around the country were chosen as a focus for the campaign. The campaign focuses on a

three-month period during the summer, with the ability to expand to other locations, months,

and airlines after measuring the success in this test area. Our campaign will effectively reach

our main target audience, and create spillover into other segments in order to create positive

results in the form of increased sales and awareness for SkyMall.

i SkyMall Mobile: Shop on Cloud Nine

Reasoning Strategy

-Delta is the largest domestic airline carrier -Delta is the most tech-friendly airline carrier and all domestic flights are outfitted

with Wi-Fi -Delta’s hubs are stationed in some of the country’s busiest airports

Target Delta Airline Passengers -Specifically target frequent business fliers

-June, July, and August experience the most passenger traffic across all flights

-Business flight traffic is more constant across months, allowing us to capture

maximum “spillover” sales to population outside of our target -Summer months will provide for more incremental sales gains

Focus our campaign during one quarter

(June, July, and August)

-Detroit, Atlanta, and JFK are considered Delta’s major hubs -LAX is heavily utilized by the frequent business traveler -Geographically, these airports cover all areas of the country -These airports offer a large number of Delta Sky Clubs

Target our campaign at the following

airports: Atlanta, JFK, Detroit, and LAX

-Delta’s SkyMiles, is the largest airline loyalty rewards program in the world -The majority of business travelers are members of frequent flier programs

Target frequent fliers via Delta’s SkyMiles

program

-The majority of our target market owns smart phones -Almost half of the market operates on the Android operating system -Marketing via mobile devices allows us to reach consumers at any time

Mobile Strategy -Update iOS mobile application -Create Android mobile application

-The SkyMall website has small, cluttered text, and is not user-friendly -The website is especially inconvenient on mobile devices, where viewing screens

are much smaller

Website Strategy -Reconstruct website -Create mobile-optimized website

-Social networking sites are among the most visited sites on the internet, and the

popularity of these sites are growing among our target audience -Social media allows for consumers to interact with companies, share opinions

about products, receive promotions, and stay up to date with the company

Social Media Strategy -Make social media links more visible and

appealing on website

-Our primary research indicated that people within our target market still desire to

shop via catalogs -Our target market is tech-savvy and early adopters of technology -The catalog is still the primary interaction that individuals have with SkyMall,

and their experience is characterized by fun and engaging content

Catalog Strategy -Integrate QR codes into catalog with product

reviews and demonstration videos on the

mobile website -Include augmented reality in catalog

-Sky Clubs are award-winning clubs located in airports that cater to high class,

frequent business travelers -Free Wi-Fi, electronic charging stations, concessions, newspapers, and maga-

zines highlight the premium features of Sky Clubs that draw in travelers -Large number of Sky Clubs in targeted airports

Sky Clubs Strategy -Offer SkyMall/Delta branded glasses and

coasters at the bar, featuring QR codes and

campaign slogan -Stock Sky Clubs with SkyMall catalogs

-1st Class and Business Class travelers are able to board the plane before all other

passengers and in turn, have longest time on airplane before departure -All Delta travelers must proceed through the boarding gate before finding his or

her seat

Airport Advertising Strategy -Distribute promotional boarding passes that

feature a QR code, scratch off to all 1st and

business class travelers as they board the

plane - Have Delta employee make announcement

targeting 1st and business class passengers,

asking them to refer to their special boarding

pass as they board the plane

-SkyMall already has an internal list of consumers that receive their emails -Past customers are more likely to purchase from SkyMall than people who are

unfamiliar of the company

Email Strategy -Target past SkyMall customers with email

blasts that highlight new mobile application

and its improved features

STRATEGIC SUMMARY CHARTART

ii SkyMall Mobile: Shop on Cloud Nine

1 SkyMall Mobile: Shop on Cloud Nine

INTRODUCTION/BACKGROUND

One’s flying experience is what they make of it. Traditionally, consumers did not have many options for

entertainment and shopping during travel, but as Wi-Fi and other technology capabilities continue to advance,

companies like SkyMall are able to enhance flyers’ travel experiences.

SkyMall was founded in 1990 and has developed into a multi-channel direct

marketing company offering high-quality, innovative products through their catalog,

website, and mobile application. SkyMall’s overarching goal is to provide consumers

with more than just cool products; they aim to provide an entertaining, fun shopping

experience for airline travelers.

In the beginning, consumers were limited to ordering through the catalog channel

once departing from the plane. Through partnerships, SkyMall has expanded to

provide media in airplanes and airports, including jet way posters, in-flight video,

flight attendant live announcements, and messages with ticket confirmations among

many others. Also, loyal SkyMall customers are mailed print catalogs and receive

email updates where they can view new products and promotions.

Over the years, SkyMall has discovered that most passengers make their buying decision at 30,000 ft. So, as

technology continues to revolutionize, SkyMall has been able to expand their number of channels and make

the shopping experience more convenient for airline passengers. In addition, these technologies have been very

beneficial in reaching their target market: frequent travelers—typically business people—with little time to

shop.

Research Summary

Research Objectives:

1. Examine brand loyalty for different travel service providers (flights, rental cars, and hotels)

2. Examine time usage during travel

3. Assess usage of technology while traveling

4. Assess purchasing behavior

5. Assess SkyMall brand awareness

Research Method:

The team collected an extensive amount of information using various sources including: in-depth interviews, a

survey, and a wide range of secondary sources. Our secondary research played a large role in examining

SkyMall and its competitors, as well as the airline industry. The in-depth interviews provided information that

guided the creation of our survey that was taken by 270 respondents. This survey provided the team with

valuable insights on frequent flyer demographics, travelers’ buying patterns, behavior during travel, and

SkyMall’s brand awareness. The results of the qualitative and quantitative research guided the creation of

SkyMall Mobile: Shop on Cloud Nine.

18


Secondary Research Secondary research was gathered and focused on four topics: SkyMall and their competition, travel statistics,

Delta Airlines, and traveler demographics.

SkyMall and Competition:

General secondary research focused on SkyMall and competition in the industry. SkyMall research

emphasized the history of the company, mission, use of technology, different ways to order, and other basic

facts. SkyMall was compared to Herrington, Sharper Image, Amazon, and Brookstone by multiple factors

including the use of social media, advertising, demographics, customer service, website and catalog

organization, and shopping/purchase capabilities of each were considered.

Key findings:

A recent Delta and Amazon partnership provides passengers with free on-flight Wi-Fi access. 3

SkyMall and its competitors sell products through a variety of channels including the internet, mobile

applications, retail stores, and printed catalogs. (For a perceptual map comparing these competitor’s

please refer to Appendix 1.) 1,2,7,13,14

SkyMall has a mobile app for the iPhone, iTouch, and Blackberry but not for the Android or iPad. 15

RITA:

The Research and Innovation Technology Administration (RITA) offers vital transportation statistics and

analysis, and supports national efforts to improve education and training in transportation-related fields. RITA

works to ensure that the nation's transportation research investments produce results for the American people.

Key findings:

In 2011 Delta had 92,642,000 passengers, the most among all domestic airlines. (For a graph representing

exact airline passengers data, please refer to Appendix 2.)

Over half of Delta’s flights and passengers departed from Atlanta. Airports in New York City (JFK),

Detroit, and Los Angeles also accounted for a large portion of Delta flights. (For exact number of

passengers in Delta’s hubs, please refer to Appendix 3.)

June, July, and August experience the most Delta scheduled departures and number of Delta passengers

through all major domestic airports. (See Appendix 4 for a complete chart of monthly departure and

passenger data.) 13

Delta Airlines:

Key findings:

Delta’s quality, convenient technology services stand above the rest, including their mobile check-in,

mobile app quality, and the number of planes with Wi-Fi. (Refer to Appendix 5 for specific data.)12

Many of Delta’s hubs offer free Wi-Fi and Sky Clubs, two amenities that survey and interview respondents

showed interest in. (Please see Appendix 6 for a detailed chart of Delta’s hubs and the following

amenities: cost of Wi-Fi, number of Sky Clubs per airport, and number of departures.)

As a part of SkyMiles, members can earn award miles even faster by purchasing products from hundreds

of stores through skymilesshopping.com.

Delta’s award winning BusinessElite service and more than 50 Sky Club programs provide a select group

of upper class frequent business travelers. 11

Delta was Named Top Tech-Friendly U.S. Airline and tops the World's Most Admired Companies Airline

Industry List. 7


MediaMark Reporter:

MediaMark Research and Intelligence (MRI) provides summary tables of comprehensive demographics,

lifestyles, product usage, and media data collected from an annual sampling of over 26,000 consumers. Data

collected from MRI has augmented the information collected in our primary research and helped to identify

effective communication channels to reach the target market.

Key findings:

No age group drastically flies more than any other age group.

Demographic data differs relatively little on the most traveled airlines (Delta, Southwest, and American).

Professional occupations such as business, finance, and sales cover the majority of people flying.

The majority of people traveling via airplanes have a household income of $75,000-150,000+.

People flying typically have graduated college or are post graduates. 10

Primary Research

In-Depth Interviews:

The team conducted 17 in-depth interviews to better understand the travelers’ experience including: loyalty to

brands, ways to pass time while traveling, and purchasing behavior. Interviews focused on adults with recent

flying experience. The data collected served as a guide for development of our nation-wide survey. (For

interview questionnaire, see Appendix A: In-Depth Interview Questions.)

Key findings:

All participants indicated that they used some type of electronic device to pass time in the airport and

airplane, especially Smartphone's, tablets, and laptops.

Mobile electronics were used more frequently on the airplane as opposed to laptops.

Wi-Fi was important, and the cost of Wi-Fi was a factor in flyer’s technology use on airplanes and in

airports.

While they were familiar with the magazine, most people viewed SkyMall as a way to pass the time rather

than actually make purchases.

People indicated that initiatives would provide further motivation to purchase from SkyMall.

The majority of respondents were members of a frequent flyer program.

The majority of frequent flyers preferred the airport club to pass time in the airport.

Respondents indicated that they would rather buy products from alternate sources than SkyMall,

particularly more trusted outlets.

Quantitative Survey:

The intent of the survey was to collect quantitative data that would support qualitative findings and aid the

development of SkyMall Mobile: Shop on Cloud Nine. Respondents were reached through email, social

networking sites, and personal contacts. A snowball sampling technique where respondents were asked to

forward the survey to their friends and family was utilized, and 270 respondents took the survey via

SurveyMonkey.com and analyzed using SPSS. (See Appendix D to view the survey.)


Key findings:

82.4% of business travelers have a frequent flyer program.

Business travelers indicated that they use their smart phone more than any other electronic device in the

airport (40%), closely followed by their laptop (32.9%).

84.3% of business travelers indicated that the cost of Wi-Fi is important or very important to them.

Almost all of business travelers (88.9%) have heard of SkyMall. Of those people, 96.2% have read the

magazine, 35.9% have taken the magazine off of the plane, and 7.2% purchased. (See Appendix 7 for a

graphic of this data.)

While respondents could check all that applied, the majority of business travelers said that they read the

magazine to pass time (85.1%), while another 43.3% said that they were interested in the products.

Business travelers indicated that the following incentives would somewhat increase their likelihood of

purchasing from SkyMall: discounts/coupons (54.4%), frequent flyer or loyalty program rewards

(51.5%), and free Wi-Fi (42.6%).

SWOT Analysis

Research Conclusion

Our research identifies attractive frequent flyers on Delta Airlines that can be targeted by leveraging their use

of technology, specifically mobile devices throughout different stages of the flying process. According to our

interviews, those who were frequent flyers enjoyed their time spent in airport clubs. Additionally, our research

suggests that we can capitalize on the volume of passengers and premium position of Delta in the airline

market.

CAMPAIGN THEME AND POSITIONING

Campaign Theme


The campaign theme is meant to capture the focus of our plan succinctly. The focus is on the mobile

application, because technology, and specifically mobile devices, are the primary drivers of our marketing

plan. Shop on Cloud Nine takes on a few meanings for our audience. Cloud Nine refers to a state of elation or

happiness, mirroring our position, which identifies SkyMall as a fun shopping experience. Cloud Nine also

plays on the fact that shopping can be done while flying through the clouds in an airplane. Finally, with

SkyMall Mobile: Shop on Cloud Nine, there are nine central methods (iPhone app, Android app, Blackberry

app, website, mobile website, Google Catalogs, text-to-order, mail-in-order, and call-in/fax-to-order) in which

to order through SkyMall, creating the ultimate in convenience. We feel that this theme appeals perfectly to

our audience and really conveys what we want SkyMall to mean to consumers.

Strengths: Weaknesses:

Brand recognition

Unique touch points

One of a kind catalog

Convenience

Poor online presence

Poor execution message delivery

Disconnect between different mediums

Opportunities: Threats:

Growing mobile market

Increase of potential customers flying

Improving economy

Competitors with stronger brand names (reputation)

Recent competitor partnerships

Decrease in print


Positioning Statement

For frequent business travelers on Delta airlines who desire a selection of premium, innovative products,

SkyMall is a multichannel retailer that provides a fun and convenient shopping experience.

Target Market

Through our research we chose to target frequent business travelers, because these individuals fly more often

than the average person and will have more exposure to the SkyMall brand. SkyMall Mobile: Shop on Cloud

Nine will target members of frequent flyer programs, specifically the Delta SkyMiles program. Our research

indicates that the majority of business travelers are members of an airline loyalty program. The Delta SkyMiles

program is the largest frequent flyer program in the world, allowing us to reach a segment of the population

that flies most often. Specifically, in terms of airlines, Delta is the most attractive airline to focus marketing

efforts, because it is the largest airline in the world and operates the most domestic flights. In addition, all of

Delta’s flights are Wi-Fi capable, eliminating obstacles to people accessing SkyMall while in-flight. In

addition, Delta’s hubs are located in some of the busiest airports in the country, allowing SkyMall Mobile:

Shop on Cloud Nine to maximize its reach.

Geographic Focus

Through secondary research, the following airports appeared to be the most beneficial for SkyMall Mobile:

Shop on Cloud Nine to target: Atlanta, JFK, Detroit, and LAX. The first component analyzed was the Delta

air traffic that each airport experienced. After further research, it appeared that Delta’s hubs had the heaviest

presence in air traffic. With additional analysis, we discovered that Delta’s hubs are conveniently spread

throughout all regions of the country. We narrowed this extensive list down to the aforementioned airports,

because of their heavy air traffic, Wi-Fi capabilities, and the presence of Delta Sky Clubs. (For specific

information on Delta’s hubs, please see Appendix 6.) Specifically, beginning in the south, Atlanta’s airport

was chosen because it is Delta’s headquarters and is the busiest airport in the nation by passenger volume. In

addition, this airport is the home to nine Delta Sky Clubs. In the east, the Delta hub that is most attractive to

target is JFK. JFK contributes four Delta Sky Clubs that are available to SkyMiles members. In consideration

of the north, Detroit was the major hub that was chosen. Detroit offers our campaign another high traffic

airport with a total of four Sky Clubs. The final geographic region, the West, didn’t appear to have any Delta

hub’s that appealed to our campaign. As a result, we decided to focus on LAX because of its appealing

business orientation and significant amount of traffic; LAX also has one Sky Club. 3,13

CORE MARKETING STRATEGY AND PLAN

Introduction

The following objectives guided the design of our campaign. SkyMall previously defined their target audience

as affluent business people who are decision makers and describe themselves as early adopters of new

technology. After completing our research, we decided our campaign would focus on mobile media but would

also entail several more aspects to supplement this plan. In addition to our objectives, the campaign strategies

are described below. For each strategy, campaign measurables and goals were set to be able to assess the

campaign’s reach and effectiveness; a table of these can be found in Appendix 8.

Objectives

1. Create an engaging and fun experience for potential customers

2. Build awareness of SkyMall channels (print, online, and app based)

3. Increase the number of orders received by SkyMall to one purchase per two flights


Mobile Application

The mobile application is the central focus of SkyMall Mobile: Shop on Cloud Nine, and significant resources

are set to be allocated to the improvement of the current offering. Research shows that 75% of people between

the ages of 35 and 44 and 60% between 45-54, with annual income of $100K or more, own a Smartphone that

operates on the iOS or android system. Our campaign suggests an updated SkyMall application for the iOS

market in order to incorporate additional content and functionality. A SkyMall application for the Android

Market will be developed as well, mirroring that of the iOS application. Currently, 43% of the Smartphone

market operates on the Android operating system, so the development of this application is crucial.5 The new

and improved application will include the development of specific tools as well as additional content and

functionality.

Development of a QR code reader is one of the main tools that will be included

in the mobile application. The QR code reader will allow greater engagement

with advertising messages and product information. Another feature that will be

highlighted in our campaign is the development of an augmented reality

experience, facilitated through the mobile application. This type of technology

is cutting edge and will add significant value to the overall shopping experience

and entertainment for the SkyMall application user.

For those with the SkyMall application on their smartphone or tablet, the app

will also include geofencing capability that will be used to send notifications

directly to their mobile device upon entering the airport or specific Delta

concourse. The push notifications can include special offers for SkyMall, as

well as other messages that may be useful to the user. The push notification

strategy will also help target past SkyMall customers and work to generate

repeat business and post-flight reminders. For example, a push notification

could be sent to someone’s smartphone five hours after arriving at their

destination. In order to avoid spamming customers, the push notifications

should be limited and the user will have the ability to opt out of these

notifications. The mobile application will be fully functional in airplane mode,

making it appealing to customers while in-flight. Customers can browse

SkyMall’s products, utilize other application features, and even place desired

items into the shopping cart. For customers that are not connected to Wi-Fi, an automatic-purchase option will

be incorporated for ultimate customer convenience. Customers have the ability to enter their credit card and

shipping information after items are placed in cart and upon reaching a Wi-Fi network, the transaction will be

automatically completed.

A goal of the mobile strategy is to not only offer marketing messages to mobile app users, but to offer

interesting and helpful content to increase the amount of time consumers spend using the app. Useful content,

such as airport maps, will be built into the app so that individuals have incentive to use the app during their

time traveling. Games will also be incorporated into the app and updated periodically to make sure that users

remain entertained, and a random product generator will provide application users with the ability to see

products that fit with their personal traits. This generator provides customers with an entertaining experience

that can also provide SkyMall with valuable information about potential consumers. In addition, with SkyMall

Mobile: Shop on Cloud Nine, any products found by browsing the mobile or online catalog or via the random

product generator can be shared on multiple social platforms. Below the shopping cart, icons of popular social

media platforms will allow for shoppers to share their favorite products and gifts with friends, family, and

co-workers.


In addition to the useful content in the app, SkyMall’s goal is to create a fun, entertaining shopping experience

for customers, while maintaining value. An “exclusive offers” section will be placed in the mobile application,

where special offers will only be given consumers who have the app. The survey results showed that a

majority of people value special offers. A unique strategy must be implemented so as to keep consumers

interested and excited in the application and products, but to not decrease the value of SkyMall’s brand. By

advertising exclusive offers and sneak peaks to application users and changing them at random times, it is

predicted that consumers will feel exclusive and will continue to periodically use the app to check the offer.

(Please see Appendix 9 for graphics of our mobile application.)

Website

The current website (Skymall.com) is not optimized for mobile devices, making browsing difficult on

smartphones and tablets. We propose to create a mobile-friendly website so that consumers who prefer to

access the actual website, as opposed to the app, will have a more user-friendly experience. Overall, the

website will require an upgrade to highlight important features and make the interface more attractive and easy

to navigate. Adding convenient, noticeable links to social media sights such as Facebook, Twitter, and

Foursquare is another important aspect of SkyMall Mobile: Shop on Cloud Nine. Upgrading the website is

incredibly important, because flyers are encouraged to take advantage of the free Wi-Fi when visiting

SkyMall’s website on Delta flights. In addition, this will encourage users to share their fun experience and

interesting products with friends on social media sites. (Please see Appendix 10 for graphics of the SkyMall

website.)

Social Media

As more middle-aged consumers join the social media trend, in addition to our mobile strategy, it is important

for SkyMall to focus on social media, as it is a way to generate more brand awareness, share products with

friends and family, and allow people talk about the cool products and experience that they have with SkyMall.

Social media is also a great way to update consumers about company news, new or featured products, and give

promotions.

First, as mentioned before, the social media links, including Facebook, Twitter, and FourSquare, will be more

visible with the reconstruction of the website. In addition, the links will be easily accessible on the mobile

website and application. Currently, consumers can only access Twitter on the mobile application, but after the

application upgrade, social media can be easily utilized in a central location. (For a visual of the upgraded

application and website, please see Appendix 9 and 10.) The integration of this media will add convenience,

and the interactive sharing and promotional capabilities will cater to a fun and exciting shopping experience.

Catalog

Although our campaign is primarily focused on mobile media, based on our survey results, many people still

prefer to shop via catalogs. Our goal is to integrate the catalog and mobile media so that they may interact with

one another and consumers may have multiple resources to use.


The first catalog upgrade proposed for SkyMall Mobile: Shop on Cloud Nine is to place QR codes within the

magazine. These QR codes would link consumers to the new mobile website where they could view

demonstration videos and product reviews about a few highlighted products. The interview and survey results

showed that customers like to read product reviews. This would help customers gain trust in SkyMall and

increase the likelihood of a purchase. By linking the catalog and mobile website, the customer could choose

which type of media they prefer to browse.

To create a fun, entertaining experience for travelers, SkyMall should include an augmented reality feature in

the magazine. This activity would catch consumers attention and motivate them to download the SkyMall app

so they could experience the augmented reality. Research shows that SkyMall’s target audience are early

adopters of new technology, so we believe that our target consumer would be very interested in this new idea.

The catalog ad would urge consumers to experience this cool, new technology. Consumers could then

download the app, if they don’t already have it, and use it to scan the page and watch the featured product

appear on their screen. This is a fun way to spark people’s interest and an entertaining way to pass time. Again,

once consumers have downloaded the app and have a fun experience, they are more likely to use it in

conjunction with the catalog again. (Please see Appendix 11, 12, and 13 for screenshots of the updated

SkyMall Magazine.)

Sky Clubs

Delta offers the largest rewards program and accessibility to Delta

Sky Clubs. These award winning clubs are the gathering spot for

high-class travelers and frequent business fliers. With 50 clubs in

over 30 cities across the United States, they offer the perfect location

to target travelers beyond the airplane. Delta Sky Clubs offer a place

for busy business travelers to relax, work on business, or a

combination of both while waiting for their flight. With plenty of

spots to relax in the club, they also provide a multitude of premium

amenities including: free Wi-Fi, electronics charging stations, fully

stocked bars, snacks, newspapers and magazines, and personalized

flight assistance. This layover time in the Delta Sky Club is an

opportune time and place to catch the frequent business traveler

relaxing.

First, the SkyMall magazine would be added to the collection of magazines available within the Sky Club

enabling a fun and convenient shopping experience in the club. Also, the Sky Club would be stocked with

SkyMall sponsored glasses and coasters. The glasses would be employed as a promotional medium used for

building awareness, whereas the coasters would include a promotional message and a QR code. The QR code

would link directly to the download page of SkyMall’s mobile app.

In addition, SkyMall magazines will be placed around the club in three distinct areas, including relaxing

seating areas, on the bar, and near the entrance/exit of the club. The magazines would be free, always in stock,

and able to be taken with the traveler out of the Sky Club, maximizing customer convenience, and ensuring a

premium shopping experience in flight. The SkyMall app, once downloaded, would also provide the ability to

check in via FourSquare to individual Delta Sky Clubs to view special offers and other airport information.

(Please see Appendix 14 and 15 for the drinking glass and drink coaster designs.)

19


Promotional Flyer

In addition to the Delta Sky Clubs, SkyMall will be advertising in Delta terminals. After considering several

alternatives, the most effective and cost efficient promotion tactic would be the distribution of flyers to those

boarding the plane. Urging people to view and register information or scan a QR code while in a hurry is

unrealistic. The flyers would be small slips of paper that are handed out exclusively to the business and

first-class passengers. Each flyer would include a scratch off revealing a QR code followed by a short

promotional message. An example of a message would be “Download SkyMall’s new app and explore the

augmented reality experience.” The main intention of the flyers would be getting those passengers to

download the app prior to flight take-off. This tactic will be effective, because first and business class travelers

will receive their flyer and board the plane first, giving them time to download the mobile application before

the plane door is closed and electronics must be put into airplane mode. Once downloaded, the app can be

explored before, during, and after the flight, benefitting each aspect of our campaign. (Please see Appendix 16

for promotional flyer.)

Email Campaign

A significant aspect of our pre-flight strategy is an email campaign that will target people who have purchased

from SkyMall at least once. The email blasts will focus on informing these individuals of the new and

improved mobile application. We understand the vast majority of these customers receive emails from

SkyMall frequently, which is exactly why an obvious distinction must be made between the two. The email

campaign will utilize an eye-catching design including appealing title lines that will transmit our mobile

campaign’s message and highlight the following features: useful airport maps, special offers, addition of new,

fun games, and the augmented reality experience. These emails will feature the helpful and entertaining

aspects of the revised app and encourage customers to download the app to enhance their next flying

experience.

In-flight Video

Based on our survey research, SkyMall has no problem of getting people to pick read the magazine. However,

a major problem is getting customers to take the next step and take the initiative to make a purchase. The

in-flight video will be an important reminder for travelers to take advantage of the free Wi-Fi when visiting

SkyMall’s website on Delta flights. It would also spark their interest in the augmented reality with the mobile

application and encourage travelers to download the app after leaving the plane and take the magazine with

them.

Timeline

Our campaign will focus on one quarter of the year, spanning the months of June, July, and August. These

months experienced the highest level of airline passenger traffic across all flights. Our research took into

account all passengers, and we attributed the heightened traffic to people taking summer vacations, but

business traveler traffic remains more constant throughout the year. The summer quarter will allow SkyMall

Mobile: Shop on Cloud Nine to reach the frequent business traveler while capturing sales from the personal

traveler through our message spillover. Currently, 40% of SkyMall’s sales are captured during the last quarter

of the year (October, November, and December). We chose not to focus our campaign on SkyMall’s busiest

buying season in order generate more incremental sales. The results of the campaign will be more easily

identifiable by implementing the campaign during a quarter that does not already have a large volume of sales. 4 (Please see Appendix 4 for airline passenger data throughout the 2011 year.)

10

Average

purchase Sales

Estimated

Purchases ROI

Cost of

Campaign

$112 $4,521,888.00 40,374 904.38% $500,000

Estimated

Purchases

Lifetime Value of

Customer

Lifetime Value Contribution

from Campaign

40,374 $475 $19,177,650


BUDGET

SkyMall has established a budget of $500,000 for

SkyMall Mobile: Shop on Cloud Nine. The

majority of the marketing budget will be spent on

our mobile strategy, including updating the iOS

mobile application, creating an Android mobile

application, and creating a mobile-optimized

website. In addition, a part of the budget will be

allocated to the Sky Club coasters and drinking

glasses, in-flight video, and updating the current

website.

Assumptions:

The mobile strategy costs were based on quotes received from Mutual Mobile, a company that helps

businesses implement their mobile strategy through the creation of mobile apps. 9

The website re-design and mobile-optimized costs are quoted from Atilus, a web development firm. 17

130,000 coasters and drinking glasses would be produced based on the educated estimation of 125,972

people that use the Sky Clubs in the four targeted airports over three months. Cost estimations

were acquired from a manufacturer of promotional custom, bulk products. 16

The cost of the boarding pass flyers was calculated by gathering the first and business class passenger

data from June, July, and August 2011 in the four targeted airports. The calculated number of

passengers was 1,259,717. It is assumed that 95% of these passengers would receive these

flyers. 6

Financially, this 3-month, $500,000 campaign proves to be very successful.

As shown below, the return on investment is an astounding 904.38%. The purchases were estimated by

looking at each component of the campaign, along with the passenger and flight data from past years.

Ultimately, our measurable and goals were used to estimate the number of purchases that would be made

during those 3 months due to our campaign reach.

With a customer lifetime value of $475, SkyMall Mobile: Shop on Cloud Nine has the potential to generate

over $19,000,000 during the new customers’ lifetime.

According to our estimations, the established sales per flight goal would be reached and surpassed with a 1.84

ratio.

Number of Flights Estimated Purchases Flights: Purchase Ratio

74,101 40,374 1.84

SkyMall Mobile: Shop on Cloud Nine Campaign Budget

Budget Item Cost

Update iOS mobile application $100,000

Create Droid mobile application $75,000

Create mobile-optimized website $50,000

Sky Club Drinking Glasses $175,000

Internet Website re-construction $60,000

Sky Club Coasters $10,000

Boarding Pass Flyers $15,000

In-flight Video $10,000

Miscellaneous Expenses $5,000

Upgrade in Delta Royalty fee $0

Total $500,000

Perceived Risk

Nu

mb

er o

f C

han

nel

s

Number of Channels vs. Perceived Risk

Conven

ience

of

Pro

duct

s

Shopping Experience (Dull to Fun)

Convenience of Products vs. Shopping Experience (Dull to Fun)

APPENDIX

Appendix 1: Perceptual Maps

Appendix 2: RITA Key Findings

Airline Carrier Number of Passengers in 2011

Southwest 106,959,000

Delta 90,036,000

American Airlines 65,624,000

United 43,063,000

US Airways 45,262,000

Air Tran 24,048,000

U.S. Airports, 12 Months Ending January


SkyMall currently offers

customers nine different

channels to make a purchase.

However, research has shown

that perceived risk is the major

factor that prevents people from

purchasing. The campaign will

capitalize on the significant

amount of purchase channels to

reduce perceived risk.

SkyMall is positioned as a

multi-channel retailer that

provides customers with a fun

shopping experience and

convenient purchase options.

The campaign will emphasize

these two core competitive

advantages and make

improvements in each category.

Multiple factors were evaluated when deciding

which airline to partner with for the campaign.

Those factors include: number of passengers,

number of domestic departures, hub locations,

and technology capabilities. While Southwest

clearly exceeds Delta in terms of the number of

passengers for the year ending January 2012,

Delta follows closely behind. Delta’s hub

locations and technological capabilities are more

desirable than Southwest Airlines. These factors

can be seen more thoroughly in the following

appendices.


Airports Number of Passengers on Departing Delta

Flights in 2011

Atlanta 25,104,560

Detroit 6,292,523

Los Angeles 3,104,371

New York (JFK) 2,472,866


Months (2011) Number of Passengers in 2011 (departing)

January 5,086,617

February 4,929,015

March 6,363,022

April 6,050,261

May 6,434,303

June 6,641,795

July 7,036,946

August 6,755,188

September 5,923,000

October 6,284,144

November 5,931,794

December 5,697,440


In comparison to all of Delta’s hubs in Appendix 6, the four airports targeted in this

campaign, featured here, have some of the highest scheduled departures in 2011. This was

an important factor in deciding which airports to target.

This three-month campaign is extendable to other quarters of the year, as well as to different

airline carriers. These months were chosen because June, July, and August offer the most

exposure for SkyMall due to the high volume of passengers during these months. In

addition, SkyMall already experiences the most sales during the holiday months, and with

the high volume of passengers during the summer months, this campaign will generate

incremental sales.

KE

Y

Air

port

tech

am

enit

ies

(10 p

oin

t sc

ale

)

Mob

ile

chec

k-i

n

Mob

ile

ap

p

qu

ali

ty

(10 p

oin

t sc

ale

)

Pla

nes

wit

h

Wi-

Fi

(dom

esti

c)

7

8

100%

Yes

4

6

30%

Yes

3

6

17%

Yes

3

2

2%

Yes

7

5

19%

Yes

Appendix 5: Delta Technology Amenities


In c

om

par

ison t

o c

om

pet

itors

, D

elta

has

ear

ned

the

hig

hes

t ra

nkin

g i

n t

erm

s o

f te

chn

olo

gic

al a

men

itie

s fo

r th

eir

cust

om

ers.

Del

ta t

ies

wit

h S

outh

wes

t in

ter

ms

of

airp

ort

tec

h a

men

itie

s an

d e

xce

ed i

ts c

om

pet

itors

in

all

oth

er

cate

go

ries

. T

he

fact

that

Del

ta r

anks

so h

ighly

in t

echnolo

gic

al a

men

itie

s w

as a

n i

mp

ort

ant

fact

or

in d

ecid

ing

wh

ich

air

line

to p

artn

er w

ith.

20

Appendix 6: Cost of Wi-Fi, Delta Departures, and Delta Sky Clubs

Appendix 7: Inverted Triangle


The map above features major airports that Delta has a presence in and some of the factors we considered when choosing

which airports to target. The cost of Wi-Fi, number of Delta departures, and number of Delta Sky Clubs are highlighted

for each hub in the blue boxes. The four red dots highlight the airports our campaign will target. The yellow dots indicate

potential airports the campaign could be extended to. 3,14

The majority of respondents said that they

are aware of the SkyMall magazine. Of

those people, over 95% have actually read

the magazine. Moving down the triangle,

35.9% of respondents said that they have

taken the magazine off the plane, and only

7.2% of respondents have purchased from

SkyMall. This triangle represents

SkyMall’s strong brand awareness;

however, they need to focus on getting

consumers to follow through and make a

purchase. Our campaign addresses this

issue and is discussed further in the Core

Marketing Strategy section.

Appendix 8: Campaign Measurables and Goals


Ca

mp

aig

n S

tra

tegy

M

easu

rab

le

Goa

l L

ow

H

igh

Mob

ile

Ap

pli

cati

on

A

uto

mat

ic c

hec

kouts

2%

of

apps

dow

nlo

aded

fro

m

Sky

Clu

bs,

boar

din

g p

ass

flyer

,

an

d

Cat

alog

Mob

ile

Ap

pli

cati

on

C

on

tent

usa

ge

(gam

es,

map

s,

etc)

Avg.

of

10 m

inute

s sp

ent

on a

pp

Mob

ile

Ap

pli

cati

on

S

pec

ial

Off

er c

odes

red

eem

ed

6 p

oss

ible

duri

ng 3

month

s of

apps

dow

nlo

ads

Mob

ile

Ap

pli

cati

on

/Cata

log

A

ug

men

ted R

eali

ty s

cans

50%

of

apps

dow

nlo

aded

Mob

ile-

op

tim

ized

Web

site

T

ime

spen

t on m

obil

e-opti

miz

ed

web

site

20

0%

incr

ease

of

tim

e sp

ent

on m

ob

ile-

op

tim

ized

web

site

Web

site

W

ebsi

te v

isit

ors

In

crea

se b

y 2

0%

Web

site

T

ime

spen

t on w

ebsi

te

Incr

ease

by 3

0%

Soci

al

Med

ia

Fac

ebo

ok L

ikes

, T

wit

ter

Fol-

low

ers,

an

d F

ourS

quar

e C

hec

k-

ins

200%

incr

ease

bet

wee

n F

aceb

ook

likes

, T

wit

ter

foll

ow

ers,

and

F

ou

r-

Squar

e usa

ge

Cata

log

Q

R c

od

e sc

ans

203,1

96 s

cans

Cata

log

M

ob

ile

app d

ow

nlo

ads

152,3

97 d

ow

nlo

ads

Cata

log

P

rod

uct

QR

Code

scan

s 30%

of

apps

dow

nlo

aded

Sk

y C

lub

s C

oas

ter

QR

code

5

,66

9 s

can

s 1

0,2

04

sca

ns

Sk

y C

lub

s M

ob

ile

app d

ow

nlo

ads

4

,25

2 d

ow

nlo

ads

7,6

85

do

wnlo

ads

Sk

y C

lub

s F

ou

r S

quar

e C

hec

k-i

ns

3%

of

app d

ow

nlo

aded

fro

m c

oas

ters

+ s

pil

lover

fro

m f

ours

quar

e ap

p

Board

ing P

ass

Fly

ers

QR

co

de

scan

s

59

,83

7 s

can

s 1

07

,70

6 s

cans

Board

ing P

ass

M

ob

ile

app d

ow

nlo

ads

from

flyer

4

4,8

78

do

wnlo

ads

80

,78

0 d

ow

nlo

ads

Em

ail

bla

sts

Cli

ck t

hro

ugh r

ate

3%

(In

crea

se o

f 0.7

%)

Em

ail

bla

sts

Co

nver

sion r

ate

4%

(In

crea

se o

f 0.5

%)

Em

ail

bla

sts

Ap

p d

ow

nlo

ads

10%

=7650 p

eople

In-f

ligh

t vid

eo

Tie

d t

o o

ther

form

s of

med

ia

Appendix 9: SkyMall Mobile


The graphic shows two features of the updated iOS application. The first image is an example of

one of the useful tools that will be added to the application: airport maps. The second image

features the display of the new shopping experience. With a back button, search button, star

ratings, social media links, and product reviews, this new application will make shopping much

more convenient and fun.

Appendix 10: SkyMall Website


The

new

ly-c

onst

ruct

ed w

ebsi

te f

eatu

res

a cl

ean,

spac

ious

look t

hat

dra

ws

incr

ease

d a

tten

tion t

o t

he

appli

cati

on

s an

d s

oci

al m

edia

lin

ks.

It

also

has

a

mo

vin

g b

anner

that

can

sh

ow

fea

ture

d p

rod

uct

s, c

om

pan

y u

pdat

es, an

d m

ore

.

Appendix 11: SkyMall Magazine (Featured Product Page Spread)


This page spread illustrates the featured product page that our campaign’s catalog emphasizes. Having one featured

product per issue will enable us to highlight and effectively communicate the new mobile-integrated features of the

catalog.

Appendix 12: SkyMall Magazine (Augmented Reality)


Each featured product page spread will allow the reader to explore the product further using the augmented reality

experience. This graphic illustrates how the augmented reality feature will be executed using a mobile device.

Appendix 13: SkyMall Magazine (QR Code Page Spread)


QR codes will be featured within the pages of the catalog. As shown in red, the QR code will read “scan me” and allow

the reader to further explore the product of interest.

Appendix 14: Drinking Glass

Appendix 15: Drink Coaster


Pic

ture

d a

bo

ve

is a

mo

ck u

p o

f th

e dri

nk c

oas

ters

that

wil

l be

use

d i

n D

elta

Sky C

lub

s, a

s w

ell

as f

irst

and b

usi

nes

s cl

ass

sect

ions

of

Del

ta f

ligh

ts. T

he

QR

co

de

wil

l ta

ke

the

use

r to

the

spec

ific

mar

ket

pla

ce o

f th

e use

rs d

evic

e pro

mpti

ng t

hem

to d

ow

nlo

ad t

he

new

SkyM

all

Mo

bil

e A

pp.

Gla

ss p

int

gla

sses

wil

l b

e uti

lize

d i

n t

he

Del

ta S

ky C

lub

s

to g

rab t

he

atte

nti

on

of

busi

nes

s tr

avel

ers

in n

eed o

f a

dri

nk. T

he

par

tner

ship

lo

gs

loca

ted

on

th

e gla

ss a

re c

lean

and b

right

gen

erat

ing f

urt

her

aw

aren

ess

of

the

coas

ter

wit

h t

he

QR

cod

e ac

com

pan

yin

g t

he

dri

nk.

Appendix 16: Promotional Flyer


This

sp

ecia

lty f

lyer

wil

l b

e h

anded

out

at d

epar

ture

gat

es t

o f

irst

and b

usi

nes

s cl

ass

sect

ion

s. T

he

flyer

is h

igh

ly c

ust

om

ized

an

d f

orm

ed l

ike

an a

ctual

boar

din

g p

ass

to g

rab t

he

atte

nti

on o

f fi

rst

of

bu

sin

ess

clas

s fl

yer

. T

he

QR

co

de

pro

mpts

the

use

r to

dow

nlo

ad t

he

new

SkyM

all

Mobil

e A

pp p

rio

r to

take-

off

wh

ile

the

text

giv

es r

elev

ant

and f

un i

nfo

rmat

ion h

ighli

ghti

ng k

ey f

acts

about

the

app

.

Appendix 17: Email Campaign


A clean and visually appealing email marketing campaign will be launched to all existing users in the

SkyMall database. This mockup is one example of how our campaign will highlight the new SkyMall

Mobile App and prompt the user to download the application for his or her favorite mobile device.

Appendix 18: In-flight Video


Appendix A: Interview Guide

26

Pre-qualifier: Must have flown in past 5 years.

For what reasons have you flown in the past five years? (Business, vacations, etc.)

When traveling, do you use any sort of rewards or point system? Why?

What are your favorite aspects of the program?

How loyal are you to that program? Why?

What modes of transportation do you typically use for getting to and from the airport? Why?

What are your attitudes towards airports and airlines in general? Why?

What do you dislike and like the most?

When in the airport waiting, what do you spend your extra time doing? Why?

What do you typically spend money on at the airport? Why?

When in flight what do you do to pass the time? Why?

What electronic devices do you use when traveling? Why? What do you use them for?

Any differences between devices when in the airport or on the airplane? Why?

Have you used WIFI in the airport or on the airplane? Why?

How important is WIFI to you while traveling?

How important is the cost to use WIFI to you?

How would you feel about in airport kiosks with free WIFI? Why?

What applications do you use on electronic devices? Why?

Do you do any shopping on these devices? Why/Why not?

What would incline you to make a purchase on a flight? Why?

Free WIFI?

Frequent flier miles?

Reimbursement for checking fees?

What have you heard about the SkyMall Magazine?

What do you like and dislike about the Magazine? Why?

What inclined you to look at the SkyMall Magazine?

What inclined you to make a purchase from the SkyMall Magazine?

Have you ever made a purchase from any gift magazine like SkyMall?

Why did you purchase from this magazine? What?

Or would you consider making a purchase?

What would incline you to make a purchase from a magazine versus in a retail store?


Appendix B: Quantitative Survey

27

Have you flown in the past 2 years? □ Yes □ No

How many times have you flown in the past 2 years? □ 1-3 □ 4-6 □ 7-9 □ 10+

What percent of the time do you fly for the following reasons (Choices must add up to 100%)

____ Business

____ Personal (non-business)

Are you currently a member of a frequent flyer or airline loyalty program? □ Yes □ No

What benefits of a frequent flyer or airline loyalty program are most important to you?

Most Important 2nd Most Important Mileage points □ □

Early boarding □ □

Free checked bags □ □

Seat upgrades □ □

VIP club access □ □

Partnerships with car rental companies □ □

Partnerships with hotels □ □

Other (please specify) □ □

While at the airport, how do you pass the time?

Spend Most Time 2nd Most Time 3rd Most Time Read books □ □ □

Read magazines □ □ □

Eat and drink □ □ □

Shop □ □ □

People watch □ □ □

Do work for business □ □ □

Surf the web □ □ □

Sleep □ □ □

Other (please specify) □ □ □

Which activities do you spend the most time doing while on a plane?

Spend Most Time 2nd Most Time 3rd Most Time Read personal materials (books, magazines) □ □ □

Read magazines provided by airplane □ □ □

Do work for business □ □ □

Sleep □ □ □

Personal entertainment (web, music, games) □ □ □


Which of the following electronics do you use the most in the airport?

Use Most 2nd Most 3rd Most Laptop □ □ □

Tablet □ □ □

Phone □ □ □

Smartphone □ □ □

MP3 player □ □ □


Which of the following electronics do you use the most on a plane?

Use Most 2nd Most 3rd Most Laptop □ □ □

Tablet □ □ □

Phone □ □ □

Smartphone □ □ □

MP3 player □ □ □


28

Other than for work, texting, or calling, how do you use your cell phone/smart phone?

Primary Use Secondary Use Tertiary Use Playing games □ □ □

Listening to music □ □ □

Shopping □ □ □

Surfing the web □ □ □

Reading □ □ □

Looking at the weather □ □ □

Catching up on news □ □ □

None □ □ □


Which of the following types of Wi-Fi have you used? (Check all that apply)

□ Free Wi-Fi in airport □ Free Wi-Fi on airplane □ Paid Wi-Fi in airport □ Paid Wi-Fi on airplane □ None

How important is cost in determining whether or not you use Wi-Fi?

□ Very important □ Important □ Neutral □ Unimportant □ Very unimportant

What percent of the time do you buy a souvenir/gift in the following situations? (1=0%: 5=76-100%)

0% 1-25% 26-50% 51-75% 76-100% At an airport □ □ □ □ □

On a plane □ □ □ □ □

At a destination □ □ □ □ □

In a hotel gift shop □ □ □ □ □

Rank the following in order of preferred purchasing method.

Most Preferred 2nd Most Preferred 3rd Most Preferred Retail store □ □ □

Online □ □ □

Mobile app □ □ □

Catalog/magazine □ □ □

Text to order □ □ □

Mobile browser □ □ □

Tablet □ □ □

Please rate the importance of the following factors you consider when making a purchasing decision?

Very Very

Important Important Neutral Unimportant Unimportant Price □ □ □ □ □

Extra costs (i.e. shipping) □ □ □ □ □

Customer reviews □ □ □ □ □

Quality □ □ □ □ □

Brand name □ □ □ □ □

Return policy □ □ □ □ □

Ease of transaction/checkout □ □ □ □ □

Please indicate the amount of time and effort you spend researching, browsing, and buying during the following

purchasing situations. (Check N/A if it does not apply)

Least Amount of Time 2 3 4 Largest Amount of Time N/A

Purchasing home/yard décor □ □ □ □ □ □

Purchasing electronics □ □ □ □ □ □

Purchasing pet supplies □ □ □ □ □ □

Purchasing furniture □ □ □ □ □ □

Purchasing apparel/shoes □ □ □ □ □ □

Purchasing jewelry □ □ □ □ □ □

Purchasing traveling accessories □ □ □ □ □ □

Purchasing seasonal items □ □ □ □ □ □

Purchasing health/wellness items □ □ □ □ □ □

Purchasing business items □ □ □ □ □ □

Other (please specify) □ □ □ □ □ □


29

Have you ever heard of SkyMall magazine? □ Yes □ No

Please answer the following questions:

Have you read a SkyMall magazine? □ Yes □ No

Have you taken a SkyMall magazine off of the plane? □ Yes □ No

Have you made a purchase from SkyMall? □ Yes □ No

What enticed you to read a SkyMall magazine? (Check all that apply)

□ Pass the time □ Interested in products □ Shopping □ Browsed while looking through other magazines

□ Other (please specify) __________

How many purchases have you made from the SkyMall magazine? □ 0 □ 1-2 □ 3-4 □ 5+

Considering your current likelihood of purchasing from the SkyMall magazine, how likely would the following incentives

increase your likelihood of purchasing?

No Impact Significantly Increase Free baggage □ □ □

Frequent flyer or loyalty program rewards □ □ □

Free Wi-Fi □ □ □

Discounts/coupons □ □ □


What is your gender? □ Male □ Female

What is your age? □ 18-30 □ 31-60 □ 61-90 □ 91+

Are you married? □ Yes □ No

Do you have children under 18 years old? □ Yes □ No

What is your estimated annual household income?

□ $0-$25,000 □ $25,001-$50,000 □ $50,001-$75,000 □ $75,001-$100,000 □ $100,001+

Please note your profession

□ Health care □ Entertainment □ Manufacturing □ Law □ Customer service

□ Engineering □ Education □ Business


References

1. Amazon. (2012). Retrieved from http://www.amazon.com/

2. Brookstone. (2012). Retrieved from http://www.brookstone.com/

3. Delta air lines. (2012). Retrieved from http://www.delta.com/

4. Dmef collegiate echo challenge. (2012, April 24). Retrieved from

https://www.facebook.com/pages/DMEF-Collegiate-ECHO-Challenge/126643808845

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