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Transcript of Ryanair
self-printed boarding passes & headrest "analogue brand" Ryanair is an in a digital world + Limited digital presence + Social media ignorance “Ryanair’s policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again”
Michael O‘Leary This Leads to... Negative Public Image Declining Profits TARGET AUDIENCE Personas Recommendations
and engagement with customers R E A C H Campaign Objectives: Strategic goal REACH Rewards REACH Feedback REACH the Sky REACH Experience REACH Campaign effect Campaign Promotion Fun Interaction Engagement Good experience Happy Customer Welcome on board! REACH my Ryanair RYANAIR Flight N11 22-year-old Spanish student
Social Media savvy Future ---------> 1. Build a comprehensive eCRM database 2. customer interaction through channels and online experiences Smart phone
Media Irish couple Average salaries
Unfamiliar with Technology REACH
RYANAIR Brand Loyalty & Positive WOM QR Codes on self-printed
boarding passes & headrest In-flight announcement
entice with free flight
offer - ONE YEAR of FREE flights for 99 lucky new sign-ups - Reach out to budget travel blogs
( EuropeBudgetGuide.com) In-plane Advertising In-plane Advertising