The Parking Spot, an airport parking provider that serves 21 airports across the country, is making a push for new customers by targeting their wallets through mobile devices. The company has launched a mobile campaign that uses QR codes in airline magazine ads to deliver mobile coupons to airline passengers.
Travelers can scan the code from a magazine page to pull up a mobile microsite offering a coupon, which can then be redeemed at any The Parking Spot locations. This initiative comes on the heels of a new mobile website launched by the company earlier this year. All parking locations accept mobile coupons, according to the company.
QR codes offer convenience to travelers in addition to discounts. But, as the company has pointed out, QR codes can expand the consumer reach of each printed advertisement. Because travelers scan codes to acquire the coupon, the ads themselves don’t have to be torn out, allowing an ad in a single magazine to produce multiple coupon redemptions and in turn increase the value of the print campaign.
Managing the Challenges of Mobile Coupon Campaigns
Despite the benefits of such mobile strategies, The Parking Spot does face challenges. Because not every potential customer will possess a smartphone, the ads feature a print coupon that can be torn out, reducing the potential for repeat conversions.
The nature of airplane travel also complicates mobile redemption opportunities. Unless travelers pay for in-flight Wi-Fi, they will only be able to acquire the mobile coupon prior to takeoff or after landing. If the ads are seen in the middle of a flight, the odds are much greater that the consumer will forget to scan the QR code upon landing, even if that traveler might have been interested in the services offered.
Still, The Parking Spot values the potential of mobile coupons enough that its ad is currently featured in five separate in-flight magazines. The company is also following suit with several other airport parking service providers, which have utilized mobile technology to facilitate parking reservations and even manage online payments.
The travel industry is one of the greatest beneficiaries of mobile commerce in terms of shopping activity and purchases, and parking companies seem to recognize that a good chunk of their consumer base will be seeking solutions on the go.
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