What do you aim to accomplish with your advertisements next year?: Setting & achieving your marketing goals for 2024

Time flies. As a marketer, you're likely already brainstorming for 2024. Looking ahead to what you aim to achieve next year is crucial. Whether your goal is to boost brand recognition, increase engagement with your audience, elevate sales figures, or perhaps a mix of several objectives, the airports of Schiphol offer the right moment, place, and tools to captivate your audience. Find out the strategic decisions you can make here to bring your plans to fruition.

Your brand as part of the customer journey

Whatever your objectives for the upcoming year are, the key lies in integrating yourself into the customer journey of your current and potential clients. This is the only way they'll consider your brand. Airports allow you to precisely map out this customer - or rather, passenger - journey.

Departing travelers check in their luggage, navigate through security, find themselves in lounges where they can shop, relax or work, and finally, wait at the gate for their flight. Simultaneously at that gate, a fresh batch of travelers arrive: those in transit, tourists reaching their final destination, and residents returning home. While the former might linger in the lounges, the latter proceeds to the exit. They pass by the baggage claim and disperse toward train platforms, the Kiss & Ride zone, and Parking. Here, new passengers also gather, gearing up for their journey.

You can predict not only the continuous flow of incoming visitors moving through the airport but also get a sense of their emotions. Though passengers usually arrive well ahead of their flight, security checks can induce stress. Afterwards, a wave of relief sets in: they're confident they'll make their flight and often take a moment to relax, shop, eat, or simply wait at the gate. They become attuned to their surroundings and the touchpoints around them - which is the golden moment to engage.

Engaging your audience at the right time

Keeping your goals and the distinct passenger journey in mind, you can decide on the moments to captivate your audience. If you're aiming to expand brand awareness, deploy a comprehensive set of touchpoints. Take the Amsterdam-based Moco Museum, for instance. They maintain consistent visibility to arriving tourists using their signature pink banners along the walkway, updating them about the artists currently showcased.

Want to foster interaction? Advertise at high dwell-time areas like gates. This past May, passengers could scan QR codes on screens to play various mini-games. The result? In just two weeks, there were 2,800 scans with a 90% engagement rate and an average screen time of 9 minutes.

If your focus is on product sales, it's strategic to advertise amidst the shops. Gucci, for example, has eye-catching displays on massive screens in the shopping lounges. Travelers exposed to these ads can instantly make a purchase, indulging in the luxury brand's fragrances or other cosmetics. This approach not only cements Gucci's top-of-mind status among shoppers but also boosts sales.

Unique OOH opportunities

Once you've chosen your contact point with the audience, decide on the tools to achieve this. At the airport, every three hours ushers in a fresh audience, allowing continuous reach. Within this timeframe, you can repeatedly showcase your ads, gradually increasing the frequency and thus recognition. With the high screen density at Schiphol, the OOH opportunities are virtually limitless.

Recall your own experiences at the airport. How many digital screens, life-sized banners, and vibrant promo points caught your eye? The race cars from SIXT, literally placed within terminals, offer a standout view. Perhaps you've sampled a new product from an FMCG brand. And surely, you've noticed the orange jet bridges from the gate to the aircraft; they're synonymous with ING.

Crafting your campaign

But how do you ensure your target audience actually notices your ads? By making the right creative decisions tailored to the opportunities you wish to capitalize on. For lasting impact, large static ads are effective, while frequent contact is best achieved with smaller, digital media objects. The annual eye-tracking research of Schiphol provides insights on ideal placements, and with AI eye-tracking, you can further fine-tune your visual cues.

Curious about your ad possibilities at the airport? Reach out to advertising@schiphol.nl and discuss how to actualize your plans for the coming year.