Easyjet, a budget airlines based in Europe, came out as the winner for 2014 Marketing Society Awards. Its candidacy is proven by its stellar financials in the past three years after its CMO Peter Duffy took over the helm: its sales grew by 41% (or GBP 1bn) over the period when its marketing expenses stayed flat. As Mr. Duffy put it, the airlines was invigorated from "a dark place“ through "constant focus on innovation".
So how did Easyjet's marketing efforts help it achieve such turnaround success?
1. First-mover advantage in mobile marketing: A focus for Mr. Duffy right from the start was to gain first-mover advantage on mobile terminals before competitors became aware. Its apps were downloaded 4 million times and developed high level customer stickiness in select European markets where customers prefer using mobile, instead of laptops/PCs, for bandwidth reasons.
2. Inspire Me campaign on Facebook: Easyjet devised an interactive plug-in on its Facebook page which helps customers decide where to go and book tickets. Unlike conventional interface, the Inspire Me app gives travel ideas based on customer travel preference (for example night life vs. historic sites) and approximate month of travel, and provide real time flight quotes. The campaign targeted young single travelers who might not have a specific destination in mind and "aids" from the airlines proved to be much needed.
3. Highly personalized marketing emails: Easyjet invested significantly in its database in 2011 which laid a solid foundation for its personalized email marketing. For example, it sent promotions to seriously interested web-viewers (as determined by the frequency of visits in the past seven days) to lure first purchases. In another example, Easyjet reached out to passengers in the previous year and provided even lower quotes on same routes. Both attempts involved analysis of past behavior pattern and cross referencing to previous records. Unsurprisingly, the results were incredible: sales conversion rate rose 10x more when compared to conventional, cookie-cutter emails.
For more information, please refer to
1. http://centreforaviation.com/analysis/how-easyjet-is-driving-demand-112989
2. http://www.marketingmagazine.co.uk/article/1297629/easyjets-peter-duffy-crowned-marketing-leader-year
3. http://www.themarketer.co.uk/in-practice/profiles/mobilising-the-fleet/
4. https://www.facebook.com/easyJet/app_458153657625283
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