How to Design a branded Airport Experience
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Transcript of How to Design a branded Airport Experience
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A Mimamsa Thought
locus focus
HOW SHOULD AIRPORTS DESIGN THEIR
EXPERIENCE?
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A Mimamsa Thought
The demand for air travel is continuously increasing
across the globe. There are many factors that are fuelling
this demand. This includes myriad factors ranging from
the growth of low cost airlines that make the skies
democratic to a global village populated with multinational
corporates that are connected both through the virtual
networks as well as physical networks to a more aware
individual with itchy feet, curious minds and restless souls
treading the world in search of new adventures. To cater
to this new world there is an alliance of two key players
that manage the travel ecosystem - airports and airlines.
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A Mimamsa Thought
Airlines to a large extent have reinvented themselves on
various factors - space, speed, safety to distance,
dimensions, destinations. The airport have a challenge of
reinventing the existing infrastructure to fulfil this
demand. For this purpose many new airports are being
built across the globe and in addition the existing airports
are also getting expanded to handle more capacity. In such
a scenario it is important the airport management takes
into account the new traveler reality and her expectations.
It will be worth their while, as they become bigger in size,
to acknowledge that for airports the reality that should
guide and motivate their strategy should be “PLACE along
with SPACE”.
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A Mimamsa Thought
BIG IS BEAUTIFUL
The general tendency that we have
n o t i c e d a m o n g s t a i r p o r t s i s
something that comes from two
opposite ends of the spectrum. Truth
is that airports have a transformative
influence on its destination and
region, this leads to a very high
internal and external pressures. The
airports feel to overcome the external
p r e s s u r e , f r o m t h e c i t y, t h e
government and other stakeholders
and at the same time achieve their
internal ambitions, they believe the
best strategy to adopt is “Lets
Impress”.
This “to impress” belief finds its
manifestation in the structure of the
airport, generic global markers
resulting in a building that is BIG
A N D M A G N I F I C E N T , y e t
unidentifiable in experience from
any other airport. The thinking
behind this approach is that the big
with international recognisable
markers will impress everyone
outside, it will connote ambition and
the ensuing capacity will help the
airport manage the burgeoning
demand.
Or the prevalent conventional wisdom
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A Mimamsa Thought
airports are specific not
generic
The business of the airport is defined by what happens under
the roof and not what is seen from outside
The roots of the airport define the flights of possibilities
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A Mimamsa Thought
travel is local
Airpots as they build higher efficiencies must be conscious of
the fact they are part of travel. And travel is the only
industry or activity or experience that cannot be globalised.
To experience a place you need to be at the place. If Airports
want to behave like brands and pull traffic (not just fulfil
traffic) the airports must embed themselves within this
truth. For this airports also need to move their attention
from numbers to names. They need to start building
relationships with their users. Technology offers that
opportunity. What airports need is to bring imagination in
their thinking and innovation in their application.
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A Mimamsa Thought
locus focus
For this airport reinvention process towards
differentiated behaviour, what we have done at
Mimamsa is to build certain guidelines,
principles, truths that an airport must take
into consideration while they are defining
themselves as a product, as a service and as a
brand. Airports are complex businesses, they
grapple with many realities, there attention is
divided between diverse customer groups. In
such an environment it is critical that they
follow a structured approach in defining their
purpose. They must combine all their
diversities into a cohesive vision delivered
through a differentiated branded experience.
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A Mimamsa Thought
the mimamsa checklist
Insights and Questions
A Sample
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A Mimamsa Thought
fåëáÖÜí=@=NW
Human evolution is a result of human curiosity. To explore places beyond what an eye can see. We all humans are genetically coded to travel.
_ê~åÇ=`Ü~ääÉåÖÉ=@=NW
What part does your airport play in building that curiosity and enabling that curiosity?
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A Mimamsa Thought
fåëáÖÜí=@=OW
Airport business is nothing but ‘People Business’. Business of ‘human emotions’. People travel to meet People. People Connect with People.
_ê~åÇ=`Ü~ääÉåÖÉ=@=OW
Are airport people being Process or being People? What is your “Human Purpose” and What is your “Human Promise”?
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A Mimamsa Thought
fåëáÖÜí=@=PWAll the experiences that most airports offer to the passengers including the tastiest food to the widest retail offering to all other forms of entertainment are compensation to the the time they are stealing from the passengers. In truth, most airports today are nothing more than luxurious jails
_ê~åÇ=`Ü~ääÉåÖÉ=@=PWHow would you change this perception of being a benevolent confinement to your ambition of being a desired destination?
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A Mimamsa Thought
fåëáÖÜí=@=QW
The fundamental of travel is MOVEMENT. Airports are an interruption and a disruption to that movement.
_ê~åÇ=`Ü~ääÉåÖÉ=@=QWWhat is be your strategy to make this forced hiatus feel like a reward? How will you turn this displeasure into gratitude?
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A Mimamsa Thought
fåëáÖÜí=@=RW
The future of airport business is not to minimise process complexity but to eliminate the processes completely.
_ê~åÇ=`Ü~ääÉåÖÉ=@=RWHave you given your process efficiencies human meaning that is understood and appreciated by your audience?
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A Mimamsa Thought
fåëáÖÜí=@=SWMost of the airports remain unaware that the passengers have an indifferent attitude towards their efforts. The point of view are so different towards the same environment that the passengers and the airports could be people from two different planets.
_ê~åÇ=`Ü~ääÉåÖÉ=@=SWHave you made your thinking in terms of material, people, experience visible to the people? Can they see, touch, feel, smell your effort to appreciate?
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A Mimamsa Thought
fåëáÖÜí=@=TW
If the passenger is the most important person for the airport then why is she so unhappy?
_ê~åÇ=`Ü~ääÉåÖÉ=@=TWWhat are dreams and dreads? Pains and Gains? Is she just a number or do you know her name, recognise her face? Understand her unique expectations? Or is everything generic and standard?
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A Mimamsa Thought
fåëáÖÜí=@=UWAirports must constantly check with themselves whether they are ____ Million Capacity Airport or they are _____ Million Passenger Airport
_ê~åÇ=`Ü~ääÉåÖÉ=@=UWDo you know how many of your passengers use your airport by compulsion, how many use it by choice and how many desire to use it? And why?
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A Mimamsa Thought
fåëáÖÜí=@=VW
Inspiration for an airport cannot be a shopping mall. Or an efficient factory. It has to be the place where it belongs.
_ê~åÇ=`Ü~ääÉåÖÉ=@=VWWhat is your inspiration? What is your responsibility? What showcases your muse? Do you know your local? Have you defined your local footprint?
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A Mimamsa Thought
fåëáÖÜí=@=NMW
Airport Commercial Strategy has to evolve and emanate from travel and not brands.
_ê~åÇ=`Ü~ääÉåÖÉ=@=NMW
Are you a just a global mall or also a local experience? Do you know your local brands? Do you know if it makes sense for your airport? What is your split and why?
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A Mimamsa Thought
fåëáÖÜí=@=NNW
Constantly ask yourself if you are a destination for the destination.
_ê~åÇ=`Ü~ääÉåÖÉ=@=NNWWhat will make you a destination? What should you adopt? What? How? When? Where?
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A Mimamsa Thought
fåëáÖÜí=@=NOWAirports must ensure that travel starts with landing and ends with take-off. Those two hundred meters will decide whether you are just an airport or an airport brand.
_ê~åÇ=`Ü~ääÉåÖÉ=@=NOWHow true is it for your airport? What is your experience? How will you measure it? How will you benefit from it? And how should you benefit from it?
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A Mimamsa Thought
fåëáÖÜí=@=NPW
Travel is a new experience or a new discovery. Is your airport offering either of the two?
_ê~åÇ=`Ü~ääÉåÖÉ=@=NPWWhat will your passenger experience new at your airport? What will she discover at your airport?
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A Mimamsa Thought
fåëáÖÜí=@=NQWThe minute a passenger enters the airport she is aware of her environment. But how aware is the environment of her presence. Most “modern” (??) airports unfortunately in this digital age still behave primitive in their thinking.
_ê~åÇ=`Ü~ääÉåÖÉ=@=NQWWhat is your technology need? Strategy? How is it integrated into your moment of truth experience?
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A Mimamsa Thought
fåëáÖÜí=@=NRW
Many airports think that to select their primary customer between an airline and a passenger is like chicken and egg story. While it is not.
_ê~åÇ=`Ü~ääÉåÖÉ=@=NRWWhat is your passenger strategy? Do you know who to attract and how to attract?
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A Mimamsa Thought
mimamsathought collaborators
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A Mimamsa Thought
“qÜÉ=êÉ~ëçå~ÄäÉ=ã~å=~Ç~éíë=ÜáãëÉäÑ=íç=íÜÉ=ïçêäÇ;=íÜÉ=ìåêÉ~ëçå~ÄäÉ=çåÉ=éÉêëáëíë=áå=íêóáåÖ=íç=~Ç~éí=íÜÉ=ïçêäÇ=íç=ÜáãëÉäÑK=qÜÉêÉÑçêÉ=~ää=éêçÖêÉëë=ÇÉéÉåÇë=çå=íÜÉ=ìåêÉ~ëçå~ÄäÉ=ã~åKÒ=GEORGE BERNARD SHAW
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A Mimamsa Thought
WHO WE ARE ///
We are an independent idea consultancy specialising in Designing Innovation Ecosystems, Brand Experiences, and Brand Engagements with employees and customers. We partner with organisations in their effort to bring commonality in their internal brand and external brand (communication delivery and service delivery) to build a branded experience and innovative thinking across all touch points.
Through our Mimamsa Creative-Conversations Model, Mimamsa Internal Brand Consistency Model and Mimamsa Experience Model we audit, evaluate and design a branded ecosystem that enable organisations to converse with clarity and connect with consistency with all stakeholders - current and future.
We practice an integrated process of research, development and crafting to build a collaborative framework pertinent to a defined environment and ecosystem to grow people, brands, businesses and profits.
AN INDEPENDENT INNOVATION FIRM
tÉ= ÅçJÅêÉ~íÉI= ÅçJÉîçäîÉ=~åÇ= ÅçJÅê~Ñí= ~ëëÉíë= íÜ~í=Éå~ÄäÉ= çêÖ~åáë~íáçåë= íç==ÅçåîÉêëÉ= ïáíÜ= Åä~êáíó= ~åÇ=ÅçååÉÅí= ïáíÜ= ÅçåëáëíÉåÅó=ïáíÜ=ÉîÉêó=ëí~âÉ=ÜçäÇÉêK
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A Mimamsa Thought
WHAT WE DO/// WE CREATE ROBUST BRAND ECOSYSTEMS
BRAND INNOVATIONBRAND BEHAVIOURSBRAND EXPERIENCEInnovation is the new word for success. The discipline of innovation is emerging today because innovation is needed to drive market growth, but despite its pervasiveness and demand, innovation is an elusive concept. Innovation is a complex, multi-disciplinary activity that involves all the functions of an organisation, in-addition to its clients, suppliers, and its customers. We collaborate with organisations in their effort to answer the question- How should companies seeking to increase their innovative capacity make decisions regarding innovation-directed structures?=
In a world of commoditisation, organisations are realising their key asset today are their employees. It is not the products or services that make the difference but employee behaviour, actions and beliefs. Despite this, employee engagement is at its lowest. The journey of market success and brand differentiation is a journey of employee participation. Employee today is not just the first customer, he is also the first promoter and the first creator. Our engagement model brings the aspiration of organisations and employees on a common platform to energise internal culture with creativity and inspiration.
Brands today need to reinvent themselves and work towards creating memorable experiences for a relevant audience. The customer segments can no longer be identified just on the basis of traditional demographic or functional dimensions. Organisations today need to segment basis experience expectations. Brands must own experiences and bui ld differentiations in the market place basis these unique experience promises. We help brands identify symbols and meaning by strategising around all “The five senses” to create differentiated experience promise
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A Mimamsa Thought
If you would want to know more
about us or would like to
connect with us you will find our details on
the next slide
All images for this presentation have been courtesy www.freepik.com
A Mimamsa Thought
thought collaborators
Raman Kalia Managing Partner
Mobile: +91 9742223518 e-mail: [email protected]
skype: rmnkalia blog: mimamsaconsult.com
@ Copyright 2014, Mimamsa Consulting, Bangalore
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