Future Flyers Creating loyalty with the Kids & Family Segment image Your Brand in Play
How Is Your Airline Marketing to the Business Parent and the Next Generation of Business Travelers? Most business travelers are parents, and most business travelers travel with their families at least once a year. Some 100 million to 115 million trips per year include children, said Founder and managing editor of the Family Travel Network during a presentation at NTA s recent Travel Exchange in Florida. That makes family travel, leisure travel s fastest-growing niche. Furthermore, if Disney and Apple have taught us anything, it s that marketing to and engaging with children, pre-teens and teens entrenches a loyalty and brand strength that is virtually impossible to compete with and diminish as they enter into adulthood. What is your airline doing to develop loyalty with the next generation of business travelers? Wouldn t it be nice to know that, as a Business Traveler, you were flying and earning frequent flyer miles with an airline that was not only child and family friendly, but had programs specifically designed and developed for your kids, both onboard and at home? AT KIDZSMART, WE RE CONVINCED THE ANSWER IS YES! 2
The Kids & Family Opportunity Ingredients of a Great Airline Family Engagement Program By positioning your airline as family friendly to business travelers and parents you will: Increase business traveler market share Increase business traveler loyalty By positioning your airline as family friendly to leisure travelers you will: Increase leisure traveler market share Increase leisure traveler loyalty By engaging children, pre-teens and teens by way of in-flight and in-home activities you will: Increase future traveler loyalty Build market-share with future business and leisure travelers AT KIDZSMART, WE HAVE EXTENSIVE EXPERIENCE WITH INCREASING OUR CLIENTS FAMILY MARKET SHARE AND WE WANT TO SHARE THAT EXPERIENCE WITH YOU! Multi-dimensional & broad appeal Multiple versions and frequent updates Unisex or gender specific creative On-plane experience: Activities, games, coloring, paper-based crafts and digital gaming apps available through the airline website or on the inflight entertainment system Off-plane experience: An engaging app that takes the airline brand to an off-plane platform and keeps your brand top of mind every time they scroll through their mobile device Kids Loyalty program: Implementing a Kids Club to reinforce your brand and build lasting loyalty with a future generation of business and non-business travelers Community engagement: Engaging your brand within the broader community fostering a sense of community respect and trust Airports: Extending kids and family programs to airports 3
Early affinity to a brand can lead to a lifelong relationship. There s lots of evidence that the brands you are emotionally connected to as a child you remain connected to as an adult... cited from AdWeek article When does brand loyalty start? Capture the Family Market with Kidzsmart! We believe families represent a huge, underserviced opportunity for Airlines. You have a captive audience for hours at a time where you can make a strong brand impression and generate lasting loyalty. How do you achieve that? By winning over the kids. If you win over the kids, you ll win over the parents as well. A large percentage of your business travelers are those parents. When you attract them to travel with your airline for their leisure travel as well, you have an opportunity to incent expenditure of reward points. Young parents around the world would agree that taking children on a plane is the most anxiety inducing part of a trip. An airline that recognizes this barrier to sale and actively tries to alleviate customer pain through on-board activity packs and an engaging kids travel app would quickly earn the loyalty, business and praise of the family segment. 52% of 3 year olds, 73% of 4 year olds and 92% of 8 14 year olds ask for particular brands. * Children have a set of around 100 preferred brands by the time they start school and this increases to some 300 400 by the time they are 10 years old. * Source: Brand Logo Recognition by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe the Camel, Journal of the American Medical Association 266(22), 1991; Juliet B. Schor, Born to Buy: The Commercialized Child and the New Consumer Culture, New York, Scribner, 2004, p. 25. Source: Understanding and Reaching Generation Y Kids, Tweens, and Teens, New York, McGraw-Hill, 2003, p. 136. 4
Your Brand in Play Founded in 2000, Kidzsmart is a privately owned kids and family marketing firm based in Vancouver, BC. We provide awesome family experiences that differentiate your brand and drive measurable results. Kidzsmart s expertise lays in the creation of intelligent, character-driven stories, addictive games and promotions that captivate and educate children and families. We believe in taking a collaborative, strategic and creative approach with our clients with a deep focus on the areas of customer frequency, loyalty and retention. The art and science of capturing the attention of kids, firing up their imaginations and winning the support of their parents requires a delicate balance. Achieving the ideal mix of fun, fascination, education, entertainment, and laughter is Kidzsmart s forté. To this end, 50% of our leadership team is now comprised of former executives and creative leads from Electronic Arts (EA), The Walt Disney Company, Johnson & Johnson and Unilever. Our goal is to increase your company s engagement with the kids & family segment, increase your market share and revenues, and reinforce your corporate image and brand promises by getting your brand into play! Through our current work with internationally recognized brands such as: Alaska Air, Pizza Hut, Boston Pizza, Toronto Blue Jays and Del Monte Foods, we feel there is a pressing need, and an unmet marketing opportunity, for having kids and family programs implemented in-flight, in terminals and at home. 5
Envision the potential On the following pages we ve outlined a few high level concepts we feel really speak to the fun and excitement you could create with a wellexecuted program targeting kids and families. We believe that integrated programs are the key to building true engagement and loyalty. Digital investment as part of an integrated program is paying off, since gaming has become the top mobile activity especially among kids. A best in class family engagement program builds equity, loyalty and increased revenue for your brand. Kidzsmart has launched hundreds of successful and uniquely branded children s engagement programs over the past years and we re excited to share some of our creative ideas with you! Our expertise lies in providing fresh creative and frequent program refreshes to ensure that your future fliers have a unique experience every time. We can also offer gender specific programs that cater to girls and boys individual interests. 6
The Jet Setter Pack On the plane a custom designed cardstock suitcase-style Jet Setter case is waiting in the seats of kids who have purchased the lightweight pack, containing items such as: Scrapbook/ travel journal Stacking Pencil crayon Sunglasses Cardstock scenes from around the world with sets of cling decals to create your own scenes A Jet Setter pin A custom deck of cards. The Jet Setter Pack could be refreshed with new creative versions to keep the children engaged even if they frequently fly! App Game Idea: Flappy Bird style game where kids choose a plane and fly around the world scrolling background that goes through different parts of the world. From above you need to dodge birds, lightning storms, UFO s other planes from below you dodge mountains, tall buildings, trees, etc. My Trip This App allows kids to create a personalized journal of their trip. Kids will be able to take photos, and then add frames, funny speech bubbles, and icons or illustration elements to their photos and build their own album. They can also create their own postcard. Kids will be able to share all of these with family and friends. 7
The Just Plane Fun Pack On the plane a groove 70 s style Just Plane Fun drawstring bag will be waiting for kids who have ordered them, containing items such as: Super Flyer button Stacking marker or set of markers and folded doodle art poster Groovy sunglasses Mini Kaleidoscope Kid s magazine with some 3D image/ decoder activities Set of glossy cards containing the heads of different silly travelers and a dry erase marker so kids can draw silly faces on the characters The Just Plane Fun Pack could be refreshed with new creative versions to keep the children engaged even if they frequently fly! App Game Idea: Crazy Carousel Baggage sorting game. Again designed in a psychedelic 70 s style. Either Matching luggage to the correct people or having crazy colored luggage coming off of the carousel and having to place it onto the correctly colored trollies. 8
The Up, Up & Away Pack On the plane an Up, Up & Away back pack sky blue with simple clouds, sun and bird décor would be waiting for kids who have bought the pack containing items such as: A cloud pillow stuffy with small dangly arms and legs that can be used as a pillow as well. A sky blue cardstock kit with simple cloud decor on it (plus clip or lanyard) called Up, Up and Away to where kids could fill in where they re going. A sun button A fuzzy blue sleeping mask A Sky s the Limit Activity book and stacking pencil crayon with games like cloud find-it scenes, mazes trying to get out of the clouds, create your own post cards and lots of simple coloring and drawing activities to keep kids busy Seuss-style story book with fun rhymes The Up, Up and Away Pack could be refreshed with new creative versions to keep the children engaged even if they frequently fly! App Game Idea: Side scrolling game similar to tiny wings where you flick a little plane along air currents to keep up momentum and try to go through all the little clouds to collect points, mountains, storm clouds, etc. Coloring App idea: A travel themed painting app where kids can construct their own canvas, then color it in with a huge palette of vibrant colors. Kids will especially love the unique feature that allows them to stay within the lines as they color. 9
let s talk JP Laube Director, Business Development E: jplaube@kidzsmart.com P: 778-888-8084 Vancouver Office 548 Beatty Street Vancouver BC V6B 2L3 Tel: 604.683.6633 Visit Us at www.kidzsmart.com 10