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Implementing Ecommerce Principles for Video in Airports and Venues: A Comprehensive Guide

27 Jun 2024
Sarah Marks

Picture this: you’re planning a trip and stumble upon a video that walks you through an airport’s amenities — the serene lounges, diverse dining options, and retail outlets across terminals. You can see multiple restaurants to choose from as you wait for your flight, and you know there’s no need to bring your own eye mask or neck pillow because they’re available to pick up before you board the plane. This is the magic of digital video — transforming the planning process into an immersive experience.

Video content is becoming a cornerstone for engaging customers, building trust, and driving sales. According to Vidyard’s 2022 State of Video Report, more than 90% of businesses report that video converts as well or better than any other content. Videos capture attention, convey information quickly, and are more likely to be shared, broadening their reach.

Airports and venues benefit immensely from video marketing due to their complex environments and diverse services. Videos highlighting additional services, parking options, and dining can drive pre-booking and upselling, enhancing customer satisfaction and driving revenue.

By applying ecommerce principles to video marketing, airports and venues can further optimise these benefits to attract viewers and convert them into satisfied customers.

1. Customer-centric focus

Creating videos that align with what customers value meets their needs, captures their attention, and keeps them engaged. This means putting passengers’ needs at heart of the videos, providing valuable information that answers questions, eases travel anxiety, and makes the overall customer experience more convenient and enjoyable.

For airports, this could mean producing videos that highlight the convenience of various services, such as baggage handling or special assistance for travellers. For venues, videos could showcase seating arrangements with the view from each section to help attendees choose the best spot. By focusing on the customer journey and addressing their specific needs, these videos can significantly enhance satisfaction and loyalty.

2. User-friendly interface and viewing experience

Optimising your video content for ease of use makes a world of difference in enhancing the viewer experience. Emphasising clear calls-to-action (CTAs), simple navigation, and mobile responsiveness make your videos accessible and engaging across different devices, including smartphones and tablets, so users can watch without any hassle.

According to Wistia’s 2024 State of Video Report, businesses are improving the video playback experience by adding the following features:

  • Annotations
  • CTAs
  • Lead generation forms
  • Cosed captions
  • Tanscripts
  • Ccustom thumbnails

These additions boost user engagement and make it simpler for viewers to interact with your content and take the desired actions.

3. Omni-channel integration

Sharing video content across multiple channels helps reach a broader audience wherever they are. By distributing your videos on platforms like Instagram, Facebook, and Twitter, you can effectively engage with customers in different places. Incorporating videos into your email marketing strategy can further enhance your communication strategy.

According to Wistia’s 2024 State of Video Report, businesses are sharing videos on their websites, via email, on YouTube, and across social media. For airports and venues, embedding videos on your website and YouTube channel provides a comprehensive view of your services, making it easy for potential customers to explore what you offer.

Rezcomm’s digital marketing services can help fine-tune these campaigns, making sure your videos reach the right audience. This strategy not only broadens your reach but also maintains a cohesive brand message across all platforms.

4. SEO and digital marketing optimisation

Well-optimised videos can improve search engine rankings, boost your visibility, and drive more organic traffic to your airport or venue’s website and YouTube channel.

To achieve this, use relevant keywords in your video titles and descriptions, and create descriptive tags that make your content easily discoverable. Techniques like keyword optimisation, video sitemaps, and transcriptions help search engines understand and index your videos more effectively. These strategies ensure that your videos reach the right audience, enhancing visibility and engagement.

5. Analytics and reporting

Understanding how your video content performs is key to refining your strategy and achieving better results. Analysis of video performance data gives you valuable insights into viewer behaviour and preferences. Tools like Rezcomm’s analytics can help you track engagement, watch time, and interaction rates, providing a detailed picture of how your audience is interacting with your videos.

Regularly reviewing your video analytics helps you stay informed about what works so you can adjust your approach with data-driven decisions and continually improve your videos. For instance, if data shows that videos about dining options at the airport have high engagement, you can produce more content in that vein. Tailored video recommendations based on passenger behaviour ensure that each viewer receives content that is relevant and interesting to them, enhancing their overall experience and driving higher conversion rates.

6. Personalisation

When you tailor your video content to match the interests and past behaviours of your customers, you create a more engaging and impactful experience. This approach helps build stronger connections with your audience, encouraging loyalty and repeat business. Whether it’s through targeted video ads or customised content suggestions, personalising your video strategy helps ensure that your message hits the mark every time.

Imagine a frequent flyer who often books premium services. You can use targeted ads to show them videos showcasing the latest lounge amenities and special offers. This precision in advertising grabs their attention and increases the chances of boosting conversion rates.

Types of video content for airports and venues

Different types of videos serve various purposes, from promotional to educational, ensuring that your audience is not only well-informed but also entertained.

Promotional videos

Promotional videos are a fantastic way to highlight the unique features of your facilities and upcoming events.

Amenities showcases: Visually showcasing amenities such as lounges, duty-free shops, parking areas, and special services can attract potential customers and make these facilities more appealing to them. For example, a video tour of an exclusive lounge or a venue’s VIP area can entice travellers or eventgoers to book access, while a walkthrough of the duty-free shops or merchandise booths can spark interest in shopping before or after a flight or event.

Event promotions: Highlighting upcoming events, concerts, exhibitions, or special promotions through videos can create excitement and drive attendance. Videos provide a sneak peek of what to expect, building anticipation and encouraging viewers to attend. Focusing key aspects of the event, such as performers, unique attractions, or special offers, can significantly boost interest and ticket sales.

Informational and educational videos

These videos help guide users through various processes and services, making their experience smoother and more enjoyable.

How-to guides: Creating videos that guide users on how to get around the airport or venue, use self-check-in kiosks, or access various services can greatly improve the customer experience. Clear, concise instructions help passengers and visitors feel more comfortable and reduce confusion, ensuring a smoother journey or event experience. For example, a step-by-step video on how to use a venue’s ticketing system can make it easy for customers to book tickets, reducing the likelihood of an abandoned cart.

Safety and security demonstrations: Demonstrating safety protocols and security measures through video can reassure passengers and visitors about their safety, building trust. These videos can cover everything from security screening procedures to emergency exit locations, providing essential information in an accessible format.

Engagement and entertainment

Engagement and entertainment videos can captivate your audience, making their experience more enjoyable and memorable.

Interactive experiences: Using augmented reality (AR) or interactive videos can engage visitors with a more immersive experience. Interactive content, such as virtual tours or AR features that allow users to explore different parts of the airport or venue, can increase engagement and provide a unique experience that sets your location apart.

Live streams: Streaming live events, special announcements, or Q&A sessions with staff can create real-time engagement and foster a sense of community. Live streaming allows viewers to participate in events as they happen, ask questions, and feel more connected to the venue.

Customer testimonials and stories

Customer testimonials and stories provide authentic insights into the experiences of others, building trust and credibility.

Traveller testimonials: Featuring videos of travellers sharing positive experiences with the airport’s services or the venue’s events can build credibility and trust with potential customers. Testimonials provide authentic, relatable insights into the quality of your services and can influence others to choose your airport or venue. Traveller testimonials could be as simple as user-generated content (UGC), such as re-sharing a passenger’s social media posts of your airport or venue.

Success stories: Sharing stories of successful events hosted at the venue highlights the benefits of your location and showcases customer satisfaction. These videos can detail specific events, the planning process, and the positive outcomes, demonstrating your venue’s capability to host memorable and successful events.

Make video part of your integrated marketing approach

Enhance your understanding of ecommerce principles and how they can benefit your airport or venue. Dive into our comprehensive resources to discover effective strategies and best practices. Explore more ecommerce principles and take your digital marketing to the next level!