Challenge: Create a new piece of thought leadership to explain the concept of yield management. Position ACTIVE Network as an expert on the topic, and its ACTIVE Yield software as the best solution.
Solution: Wrote a white paper called Yield Management: Smart Strategies for Gaining Wallet Share. In this white paper, explained the origins of yield management in the airline industry, and how businesses like ski resorts, amusement parks, museums, water parks, zoos, aquariums and cultural attractions can benefit from offering the right product, at the right time, to the right customer, at the right price.
Special attention was paid to selecting stock photos with a look and feel that was credible to each target audience, as well as technical illustrations.
Two versions of the white paper were produced. One was for ACTIVE Network’s parks and attractions segment, and the other was used for ski resorts. Each version used industry-specific photography and terminology.
Both versions of the white paper — ski and attractions — were used as part of a lead generation campaign that included display ads and email marketing.