Virgin America’s New Digital Marketing Offer
According to leading digital marketing observers, Virgin America is believed to have tested more up-and-coming digital marketing channels than any of the other airline companies in the United States. In December 2011, the relatively upscale airline brand also tested Google Offers, the six-month old daily deals platform of Google.
Through Google Offers, Virgin America offered prospective customers digital marketing vouchers of $50, which enabled the purchaser to avail 50 percent off on certain roundtrip flights. These flights included all flights from San Francisco or Los Angeles, to four US cities: Chicago, Dallas, Seattle and Washington DC. The company had reserved 250 vouchers for each market.
This digital marketing tactic of Virgin America was a big success. On the first day, Google used its geo-targeting feature to send emails to potential buyers in the targeted cities. This was done in the morning. By afternoon, the voucher allotments for the cities of Seattle and Washington DC had been sold out. In fact, this digital marketing tactic mirrored the success of Virgin America’s Chicago-only deals campaign on Groupon. Held in June 2011, this promotional offer was also sold out in no time.
Previously this year, San Francisco-based Virgin America is reported to have experimented with a wide range of daily deal platforms as part of a comprehensive digital marketing strategy. Some of these websites include Loopt, Foursquare, Facebook Places, Twitter and Gilt Groupe. According to a spokesperson of this upscale airline brand, the company would continue to stay extremely focussed on digital marketing in the coming year as well (2012).
Virgin America has said that they continue to see real promise within digital marketing channels. Most of the customers who use the services of this airline are believed to virtually live online, ensuring that such digital marketing offers generate a trial. The company has discovered that once a traveller tries their services, they usually continue to purchase tickets, at regular intervals. Daily deal channels perfectly fit in with the revenue model of the airline, which is to drive last minute or targeted bookings in key markets.
Just like Virgin America, most companies with targeted daily deal campaigns have seen loads of consumer interest and awesome results. If you want to include daily deals in your digital marketing mix, you should contact an experienced professional who will get it up and running for you.
Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or firstname.lastname@example.org.