{"id":259,"date":"2020-05-27T07:14:22","date_gmt":"2020-05-27T07:14:22","guid":{"rendered":"https:\/\/www.trustedstay.in\/blog\/?p=259"},"modified":"2020-06-10T03:37:09","modified_gmt":"2020-06-10T03:37:09","slug":"inflight-print-ad-campaigns-effectiveness","status":"publish","type":"post","link":"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/inflight-print-ad-campaigns-effectiveness\/","title":{"rendered":"How effective is advertising on an Inflight magazine?"},"content":{"rendered":"<p>Did you ever wish to have your company advertisement on an inflight magazine? And you thought it was all about money, just engage an agency, and Voila, here are the results! Well, you can\u2019t be more wrong.<\/p>\n<p>There is a whole process that you need to create &amp; follow in order to get the full mileage out of In-flight Magazine ads or any kind of print ad campaigns for that matter.<\/p>\n<p>Here, in this post, I am going to tell you the process we created.<br \/>\n<div class='code-block code-block-2' style='margin: 8px 0; clear: both;'>\n<script type=\"text\/javascript\" language=\"javascript\">\n      var aax_size='728x90';\n      var aax_pubname = 'trustedstay-21';\n      var aax_src='302';\n    <\/script>\n    <script type=\"text\/javascript\" language=\"javascript\" src=\"https:\/\/c.amazon-adsystem.com\/aax2\/assoc.js\"><\/script><\/div>\n<\/p>\n<h2><strong>My Pain:<\/strong><\/h2>\n<p>Print media advertisement was something we were doing for the first time and we sure had a lot of questions on our mind that needed to be answered before we can get going with it.<\/p>\n<p>Here are some of those questions.<\/p>\n<ol>\n<li>We were not sure if investing on an advertisement in an in-flight magazine was worth it?<\/li>\n<li>We were not sure about our expectations in terms of Leads?<\/li>\n<li>We did not know how many inserts were required to make the advertisement effective?<\/li>\n<li>We had no idea on the overall expenses &amp; ROI<\/li>\n<\/ol>\n<h2><strong>My experience:<\/strong><\/h2>\n<p>We were approached by a Publisher on the following offer for a full-page advertisement in various inflight magazines with magazine\u2019s circulation details.<\/p>\n<h3><strong>1. The Offer<\/strong>:<\/h3>\n<p><strong>Indigo: <\/strong>Flights\/day: 1500; Total Readership: 60L; Print run: 4L+; Cost Full Page: 6 L<\/p>\n<p><strong>Spice: <\/strong>Flights\/day: 597; Total Readership: 12L; Print run: 2.5L+; Cost Full Page: 1 L<\/p>\n<p><strong>Vistara: <\/strong>Flights\/day: 180; Total Readership: 5L; Print run: 2.2L+; Cost Full Page: 1.25 L<\/p>\n<p><strong>Go Air: <\/strong>Flights\/day: 325; Total Readership: 7L; Print run: 1.5L+; Cost Full Page: 0.6 L<\/p>\n<p><strong>Air Asia: <\/strong>Flights\/day: 150; Total Readership:4L; Print run: 0.8L+; Cost Full Page: 0.5 L<\/p>\n<p>We zeroed on to Go Air Inflight magazine which is what our budget permitted.<\/p>\n<p>But this is all just the crust of it, we had to dive deeper into the core with our own research to understand &amp; answer the questions that have been lingering in our minds.<\/p>\n<p>Hence, we went forward with the following process of answering some obvious questions.<\/p>\n<h3><strong>2. Does anyone read inflight magazine today? <\/strong><\/h3>\n<p>To validate, we initiated Inflight readership survey on WhatsApp group &amp; twitter. Following are the results of the surveys.<\/p>\n<h4><strong>WhatsApp:<\/strong><\/h4>\n<p>Sent following message to 10 different WhatsApp group<\/p>\n<p><em>\u201cGuys need your inputs- I am considering placing an advertisement of TrustedStay in the Inflight Magazine. Considering Spice, Go &amp; Vistara-<\/em><\/p>\n<p><em>Did you in your last flight open the inflight magazine? Respond with Yes\/No\u201d<\/em><\/p>\n<p><strong>Result:<\/strong> 31 people responded. 70% saying Yes<\/p>\n<p>The above response did look positive but age group was 50 Plus<\/p>\n<p>So, we decided to do a survey on Twitter to get a better representation.<\/p>\n<h4><strong>Twitter<\/strong>:<\/h4>\n<p>See the tweet and the results of the tweet for yourselves below.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Survey of readership of Inflight magazines &#x2708;<\/p>\n<p>Did you read one on your last flight?<\/p>\n<p>\u2014 Ajay Dewan (@ajaydewan) <a href=\"https:\/\/twitter.com\/ajaydewan\/status\/1194575193475182594?ref_src=twsrc%5Etfw\">November 13, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<strong>Result:<\/strong> 130 people voted. Only 39% said yes<\/p>\n<p>We know that twitter has diversified audience in-terms of Age. So, it was safe to assume that on an average 30% people read In-flight magazine. We felt its worth a try to advertise<\/p>\n<h3><strong>3. How many advertisements should I plan?<\/strong><\/h3>\n<p>We interacted with some leading marketing experts in our network. This is what they suggested<\/p>\n<p>Ideal no\u2019s for Impact: 12 Inserts in a year.<\/p>\n<p>Acceptable no\u2019s for Impact: 6 Inserts every alternate month.<\/p>\n<p>Minimum no\u2019s for impact: 3 Inserts consecutively.<\/p>\n<p>Money down the drain: 1 insert. (putting just one ad is waste of time &amp; money)<\/p>\n<p><strong>Result<\/strong>: We finalized 3 Inserts as our budget was limited<\/p>\n<h3><strong>4. What should the content in our Advertisement revolve around?<\/strong><\/h3>\n<p>We decided to conduct another survey to get insights from all our own guests as to what compelled them to choose a <a href=\"https:\/\/www.trustedstay.com\" target=\"_blank\" rel=\"noopener noreferrer\">serviced apartment<\/a> over a Hotel. This we believed would give an insight to create effective advertisement.<\/p>\n<p>We picked up a sample of 100 existing customers who were repeat customers in our serviced apartment and sent following question to respond<\/p>\n<p><em>We are considering placing an Ad of TrustedStay in An In-flight\u00a0Magazine and this Survey Is One Crucial Aspect of that.<\/em><\/p>\n<p><em>That is why, we have chosen some of our special customers to take part in the survey &#8211; who could give us better insights on Why customers choose Serviced Apartments over Hotels.<\/em><\/p>\n<p><em>Please share Reason\/Reasons in order of highest to lowest that comes to your mind.<\/em><\/p>\n<p><strong>Result:<\/strong> 22 customers responded<\/p>\n<p><strong>Homely Ambiance: Score of 36<\/strong><\/p>\n<p>Personalized Services: Score 20<\/p>\n<p>Affordability: score 17<\/p>\n<p>Homely Food: score 15<\/p>\n<p>We were now clear on the what message to focus on.<\/p>\n<h3><strong>5. What, in an advertisement, will make the customer to stop and look?<\/strong><\/h3>\n<p>We manged to get a few in-flight magazines and 4 of us from our team sat and randomly browsed and shared results of which are the ads that prompted us to stop &amp; look.<\/p>\n<p><strong>Result<\/strong>:<\/p>\n<ul>\n<li>Clutter free: We found the simplicity &amp; less clutter prompted us to stop &amp; see.<\/li>\n<li>Contest: And if the advertisement had a contest with an exciting offer, that could give us leads.<\/li>\n<\/ul>\n<p>We then worked out a brief sketch with a contest for the advertisement. We were now ready to engage with the agency who could deliver us the best advertisement.<\/p>\n<h3><strong>6. What should the contest be? <\/strong><\/h3>\n<p>We decided to offer free one-night stay for early bird customer, across any of our 200 listed Serviced apartments in India<\/p>\n<p>Customer Qualification: Various suggestions came like<\/p>\n<ol>\n<li>QR Code in the ad- read through mobile and apply<\/li>\n<li>Take a picture of the advertisement from mobile &amp; apply<\/li>\n<li><strong>Just WhatsApp using #TrustedStay to a unique no 8951089510<\/strong><\/li>\n<\/ol>\n<p>Note: The hashtag was changed from month to month to avoid it getting leaked<\/p>\n<p>We felt \u201coption 3\u201d was the best and most convenient for customer in flight.<\/p>\n<p>Once the customer responds then the customer is asked for his email ID. And a formal mail is sent to the customer confirming his qualification for the contest.<\/p>\n<p>We then had to wait for the first 25 customers to confirm their travel plan and confirm booking.<\/p>\n<h3><strong>7. Would the agency do any value ad, apart from just delivering a final advertisement? <\/strong><\/h3>\n<p>After our survey &amp; ground work we expected agency to deliver an appealing advertisement.<\/p>\n<p>Agency gave us some excellent insights like<\/p>\n<ol>\n<li>They grounded our expectations by saying that even if you get 5-6 responses to the contest then you should be happy. Honestly, we did not believe.<\/li>\n<li>Their thumb rule for readership of one magazine was just 4 times the print volume. Means one magazine in its life span of 30 days in the flight will be read only by only 4 travellers. Another shocker to us.<\/li>\n<li>They suggested us to place the advertisement on the Right-hand side of the magazine. Because generally most of the traveler just skim through the magazine using the left hand while holding the magazine on the Right.<\/li>\n<\/ol>\n<p>The agency then delivered us the following 3 ads. It costed us just Rs 15000 with PSD &amp; PDF files along with print outs. Ready to be handed over to the publisher<\/p>\n<p>Following were the three designs that we finalized for our 3 months ad campaigns.<\/p>\n<p><strong>Jan Ad Campaign Design:<\/strong><\/p>\n<figure id=\"attachment_263\" aria-describedby=\"caption-attachment-263\" style=\"width: 234px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-263 size-medium\" src=\"https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Jan-234x300.jpg\" alt=\"Inflight Ad Magazine Design for January\" width=\"234\" height=\"300\" srcset=\"https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Jan-234x300.jpg 234w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Jan-798x1024.jpg 798w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Jan-768x986.jpg 768w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Jan-940x1206.jpg 940w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Jan.jpg 1105w\" sizes=\"auto, (max-width: 234px) 100vw, 234px\" \/><figcaption id=\"caption-attachment-263\" class=\"wp-caption-text\">Inflight Ad Magazine Design for January<\/figcaption><\/figure>\n<p><strong>February Ad Campaign Design:<\/strong><\/p>\n<figure id=\"attachment_262\" aria-describedby=\"caption-attachment-262\" style=\"width: 231px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-262 size-medium\" src=\"https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Feb-231x300.jpg\" alt=\"Inflight Ad Magazine Design for February\" width=\"231\" height=\"300\" srcset=\"https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Feb-231x300.jpg 231w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Feb-787x1024.jpg 787w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Feb-768x999.jpg 768w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Feb-940x1222.jpg 940w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Feb.jpg 1182w\" sizes=\"auto, (max-width: 231px) 100vw, 231px\" \/><figcaption id=\"caption-attachment-262\" class=\"wp-caption-text\">Inflight Ad Magazine Design for February<\/figcaption><\/figure>\n<p><strong>\u00a0<\/strong><strong>March Ad Campaign Design:<\/strong><\/p>\n<figure id=\"attachment_264\" aria-describedby=\"caption-attachment-264\" style=\"width: 231px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-264 size-medium\" src=\"https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Mar-231x300.jpg\" alt=\"Inflight Ad Magazine Design for February\" width=\"231\" height=\"300\" srcset=\"https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Mar-231x300.jpg 231w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Mar-787x1024.jpg 787w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Mar-768x999.jpg 768w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Mar-940x1222.jpg 940w, https:\/\/www.trustedstay.in\/blog\/wp-content\/uploads\/2020\/05\/Magazine-Ad_Mar.jpg 1182w\" sizes=\"auto, (max-width: 231px) 100vw, 231px\" \/><figcaption id=\"caption-attachment-264\" class=\"wp-caption-text\">Inflight Ad Magazine Design for February<\/figcaption><\/figure>\n<h3><strong>8. <\/strong>How to get more Mileage out of in-flight\u00a0magazine<\/h3>\n<p>Knowing that it could be a small segment of customer viewing our offline advertisement. We decided to extend out offline marketing activity and bring it online as well to gain more mileage. We brainstormed several <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/marketing-ideas-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing ideas<\/a> and decided to go on with the following.<\/p>\n<ol>\n<li><strong>TrustedStay Website: <\/strong>We added the advertisement to our <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/how-to-identify-good-website-development-company\/\" target=\"_blank\" rel=\"noopener noreferrer\">website<\/a> home page as a overlay so that every time a visitor visits our site, they know that a contest is going. This would help them remember to look out our ad when they are travelling in flights.<\/li>\n<li><strong>Email marketing: <\/strong>We sent emails to our database of 35000 customers asking them to look for the advertisement of TrustedStay in the in-flight magazine and stand to win a free night stay in any of our properties in India. (You can check out <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/email-marketing-effectiveness\/\" target=\"_blank\" rel=\"noopener noreferrer\">Should small businesses do email Marketing?<\/a> for more Email Marketing info)<\/li>\n<li><strong>SMS Marketing: <\/strong>We also sent a 160-short message with the link leading to the contest landing page.<\/li>\n<li><strong>\u00a0<\/strong><b>Whats App Marketing: <\/b>We made a message template with picture and asked everyone in the office to circulate in their groups.<\/li>\n<li><strong>Facebook: <\/strong>We made derivative video ads from the Magazine ads and promoted to the air travellers.<\/li>\n<li><strong>LinkedIn: <\/strong>Similar derivative video ads from the Magazine ads were made and promoted.<\/li>\n<li><strong>Twitter: <\/strong>Similar derivative video ads from the Magazine ads were made and promoted.<\/li>\n<\/ol>\n<p>We decided to run Video ads on Facebook, Twitter &amp; LinkedIn since Video Ads had the potential of reaching 10x more customers compared to image ads.<\/p>\n<p>We spent a total of 35K on Social media campaigns to reach a total of 2,52,174 Social Media users with a 6% engagement ratio.<\/p>\n<h3><strong>9. Results of 3 Ads released back to back starting Jan 2020 in Go airways.<\/strong><\/h3>\n<p style=\"padding-left: 40px;\"><b>Jan In-flight Magazine:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/b><\/p>\n<p style=\"padding-left: 40px;\">No. of travelers who Whats App us with the Hashtag &amp; qualified for the contest were: 46<\/p>\n<p style=\"padding-left: 40px;\">No. of winners who claimed for free stay: 4<\/p>\n<p style=\"padding-left: 40px;\"><b>Feb In-flight Magazine:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/b><\/p>\n<p style=\"padding-left: 40px;\">No. of travelers who Whats App us with the Hashtag &amp; qualified for the contest were: 14<\/p>\n<p style=\"padding-left: 40px;\">No. of winners who claimed for free stay: 0<\/p>\n<p style=\"padding-left: 40px;\"><b>March In-flight Magazine:\u00a0\u00a0\u00a0\u00a0\u00a0 <\/b><\/p>\n<p style=\"padding-left: 40px;\">No. of travelers who Whats App us with the Hashtag &amp; qualified for the contest were: 14<\/p>\n<p style=\"padding-left: 40px;\">No. of winners who claimed for free stay: 3<\/p>\n<h3><strong>10. Total Cost.<\/strong><\/h3>\n<p><strong>\u00a0<\/strong>Cost of inserts for 3 in-flight magazines in Go air: 1,80,000<\/p>\n<p>Cost of Advertisement creation by agency: 15,000 (3 creatives)<\/p>\n<p>Cost of email marketing: 6500 (3 campaigns)<\/p>\n<p>Cost of SMS Marketing: 15000 (3 campaigns)<\/p>\n<p>Cost of Social media promotion: 35000<\/p>\n<p>Cost of 8 free stay: 28350<\/p>\n<p>Total direct expenses: Rs 2,80,000<\/p>\n<h2><strong>My Conclusion:<\/strong><\/h2>\n<p>If you ask me what was the ROI? I honestly cannot conclude. But yes, based on my past experience it does work in improving your Brand. My suggestion on spending on Sponsoring conferences or putting an advertisement in magazine is, just spend a portion of your marketing budget and forget it. It works trust me. Love to have your comments below.<\/p>\n<p>Also Checkout:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/cold-calling-scripts\/\" target=\"_blank\" rel=\"noopener noreferrer\">Guaranteed, 60% of your cold calls that you make, will compel your prospective customer to ask for a proposal.<\/a><\/li>\n<li><a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/how-to-maintain-relationships-with-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Don&#8217;t want to maintain relationships with clients, forget growth then.<\/a><\/li>\n<li><a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/how-to-win-back-lost-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer resigned? Never Delete from your database<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Did you ever wish to have your company advertisement on an inflight magazine? And you thought it was all about money, just engage an agency, and Voila, here are the results! Well, you can\u2019t be more wrong. There is a whole process that you need to create &amp; follow in order to get the full &hellip; <\/p>\n","protected":false},"author":4,"featured_media":328,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-serviced-apartments"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Are Print Ad Campaigns Still Alive?How effective is advertising on an Inflight magazine? | Blog | TrustedStay<\/title>\n<meta name=\"description\" content=\"There is a whole process that you need to create &amp; follow in order to get the full mileage out of In-flight Magazine print ad campaigns. 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