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Prepaid parking online has given airports the eCommerce tools they need to compete with rideshare apps, off-airport parking lots, taxis, public transportation, and drop-offs. But competition is fierce, so here are 5 tactics to help your airport compete for parking customers online.</p></div></div></div><div class="px-8 font-boostNeo text-wpaSm"><div><h1 class="text-5xl pt-3 font-redHatDisplay"><strong>FIVE WAYS TO HELP YOUR AIRPORT GROW ONLINE PARKING REVENUES IN 2023</strong></h1><p class="overflow-hidden text-xl pt-3">By Brian Bethel</p><h2 class="text-4xl pt-3 font-redHatDisplay"><span class="mt-4 block"><strong>1. Increase Average Lead Time of Parking Transactions Online</strong></span></h2><p class="overflow-hidden text-xl pt-3">Average Lead Time is often overlooked as a primary KPI by airports. However, I believe it is one of the more crucial metrics in airport parking revenue management. The primary objective of having travelers prepay for parking is to capture customers before they decide to take Uber/Lyft or get dropped. After all, competitive intrusion from rideshare apps is the reason many airports adopted parking ecommerce.</p><h3 class="text-4xl pt-3 font-redHatDisplay"><strong><span class="wpa-strikethru relative inline-block">GOAL</span></strong></h3><p class="overflow-hidden text-xl pt-3"><span class="font-medium"><span class="font-redHatDisplay">KEY PERFORMANCE INDICATOR: AVERAGE LEAD TIME</span></span></p><p class="overflow-hidden text-xl pt-3"><span class="font-black">How to Increase Average Lead Time of Parking Transactions Online</span></p><p class="overflow-hidden text-xl pt-3">Capture parking customers earlier in their travel journey, ideally two weeks out from their travel date</p><ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Create products to attract and incentivize customers to book parking further in advance. I.e., cheaper parking for booking in advance</li><li class="py-1">Create campaigns to raise awareness to the market and travelers that they can save the most by booking parking in advance</li><li class="py-1">Increase pricing for customers with lower lead times</li><li class="py-1">Show savings lost on your airport’s eCommerce site to those who don’t book parking further in advance</li><li class="py-1">Communicate with confirmed travelers (see point number 4)</li></ul><hr class=" wpa-hr"/><h2 class="text-4xl pt-3 font-redHatDisplay"><strong>2. Align Customers Segments with the Appropriate Parking Products Online</strong></h2><p class="overflow-hidden text-xl pt-3">Airports typically have several parking products from remote lots and covered lots to terminal and valet. Each of an airport’s parking products aligns with a different customer segment. Remote lots appeal to the price-conscious traveler, while Terminal products appeal to premium customers who are less price-sensitive and care more about traveling savvy and conveniently.</p><h3 class="text-4xl pt-3 font-redHatDisplay"><strong><span class="wpa-strikethru relative inline-block">GOAL</span></strong></h3><p class="overflow-hidden text-xl pt-3"><span class="font-medium"><span class="font-redHatDisplay">KEY PERFORMANCE INDICATOR: PRODUCT TRANSACTIONS/REVENUE</span></span></p><p class="overflow-hidden text-xl pt-3"><span class="font-black">How to Align Customers Segments with the Appropriate Parking Products Online:</span></p><p class="overflow-hidden text-xl pt-3">Increase transactions of all parking products online by distinguishing them from one another through a clear pricing strategy. An airport’s premium parking product (terminal and valet) should never be similar in price to cheap products such as remote lots.</p><ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Parking products online should be priced accordingly<ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Remote lots: cheap $</li><li class="py-1">Covered lots: value $$</li><li class="py-1">Terminal garages: premium $$$</li><li class="py-1">Valet: $$$$</li></ul></li><li class="py-1">Target customers segments based on the product that fits their purchase desires (price, convenience, or value). Having four products priced on a natural continuum will maximize revenue and pair products with various customer audiences. There’s no need to sell premium-terminal to value shoppers who are willing to park at the covered and remote.<ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Create messaging tailored to connect each parking product with each customer segment</li><li class="py-1">The terminal customer is not your value customer, so a big discount here is not necessary. Value and price customers will buy remote and covered parking</li></ul></li></ul><img alt="" loading="lazy" width="694" height="589" decoding="async" data-nimg="1" class="float-left w-1/2 pr-2 aspect-square object-cover" style="color:transparent" srcSet="https://cdn.sanity.io/images/mx1t6r0f/production/dcc13df38e2af1f2011a0bdc44eff48b60512f75-694x589.jpg?w=750&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/mx1t6r0f/production/dcc13df38e2af1f2011a0bdc44eff48b60512f75-694x589.jpg?w=1200&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/mx1t6r0f/production/dcc13df38e2af1f2011a0bdc44eff48b60512f75-694x589.jpg?w=1200&q=75&fit=clip&auto=format"/><img alt="" loading="lazy" width="694" height="589" decoding="async" data-nimg="1" class="float-left w-1/2 pl-2 clearfloat aspect-square object-cover" style="color:transparent" srcSet="https://cdn.sanity.io/images/mx1t6r0f/production/e5884bc6605c16ea7854893cf4eedb969a34709d-694x589.jpg?w=750&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/mx1t6r0f/production/e5884bc6605c16ea7854893cf4eedb969a34709d-694x589.jpg?w=1200&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/mx1t6r0f/production/e5884bc6605c16ea7854893cf4eedb969a34709d-694x589.jpg?w=1200&q=75&fit=clip&auto=format"/><div class="clear-both"></div><h2 class="text-4xl pt-3 font-redHatDisplay"><span class="mt-4 block"><strong>3. Upsell</strong></span></h2><p class="overflow-hidden text-xl pt-3">Airport parking online eCommerce sites bring a level of sophistication to selling parking. Upselling parking customers to a more premium product is one of the easiest ways to take advantage of prepaid parking ecommerce. Furthermore, a distinct pricing strategy between Terminal, Remote, and Covered products online allows your airport to upsell customers from lower-priced products into higher-priced products.</p><h3 class="text-4xl pt-3 font-redHatDisplay"><strong><span class="wpa-strikethru relative inline-block">GOAL</span></strong></h3><p class="overflow-hidden text-xl pt-3"><span class="font-medium"><span class="font-redHatDisplay">KEY PERFORMANCE INDICATOR: UPGRADE REVENUE</span></span></p><p class="overflow-hidden text-xl pt-3">How to Increase Revenue by Upselling Customers from Lower-priced Products into Higher-priced Products:</p><ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Create upsell products and integrate them into email automation workflows to accomplish an upsell approach<ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">HINT: Create hidden upgrade products in your eCommerce platform. This way, you can create email workflows that fire off upgrade links to customers who meet your upgrade parameters</li></ul></li></ul><hr class=" wpa-hr"/><h2 class="text-4xl pt-3 font-redHatDisplay"><strong>4. Target Confirmed Travelers</strong></h2><p class="overflow-hidden text-xl pt-3">White Pants Agency has proprietary methods and unique technology that allows airports to communicate with confirmed travelers originating from your airport. Our data partners include airlines, car rental, hotels, OTAs, meta-search sites. White Pant’s data strategy remains hugely cost-effective. Targeting confirmed travelers with your airport’s parking messaging is the most efficient way to sell parking to new customers and not waste marketing dollars on customers who have no travel planned.</p><h3 class="text-4xl pt-3 font-redHatDisplay"><strong><span class="wpa-strikethru relative inline-block">GOAL</span></strong></h3><p class="overflow-hidden text-xl pt-3"><span class="font-medium"><span class="font-redHatDisplay">KEY PERFORMANCE INDICATOR: TRANSACTIONS & NEW CUSTOMERS</span></span></p><p class="overflow-hidden text-xl pt-3">Contract White Pants Agency to market your airport’s online parking products to confirmed and in-market travelers in the following media channels:</p><ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Facebook</li><li class="py-1">Instagram</li><li class="py-1">Display networks</li><li class="py-1">Digital video</li><li class="py-1">Streaming services</li></ul><br/><img alt="" loading="lazy" width="753" height="776" decoding="async" data-nimg="1" class="w-1/2 float-left pr-2 aspect-square object-cover" style="color:transparent" srcSet="https://cdn.sanity.io/images/mx1t6r0f/production/ddd04168322e5124738401c2f3603e7035bb6fa7-753x776.jpg?w=828&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/mx1t6r0f/production/ddd04168322e5124738401c2f3603e7035bb6fa7-753x776.jpg?w=1200&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/mx1t6r0f/production/ddd04168322e5124738401c2f3603e7035bb6fa7-753x776.jpg?w=1200&q=75&fit=clip&auto=format"/><img alt="" loading="lazy" width="635" height="776" decoding="async" data-nimg="1" class="w-1/2 float-left pl-2 clearfloat aspect-square object-cover" style="color:transparent" srcSet="https://cdn.sanity.io/images/mx1t6r0f/production/89c54a6363504c3c219495c726e35907d9f8fe85-635x776.jpg?w=640&q=75&fit=clip&auto=format 1x, https://cdn.sanity.io/images/mx1t6r0f/production/89c54a6363504c3c219495c726e35907d9f8fe85-635x776.jpg?w=1200&q=75&fit=clip&auto=format 2x" src="https://cdn.sanity.io/images/mx1t6r0f/production/89c54a6363504c3c219495c726e35907d9f8fe85-635x776.jpg?w=1200&q=75&fit=clip&auto=format"/><div class="clear-both"></div><h2 class="text-4xl pt-3 font-redHatDisplay"><span class="mt-4 block"><strong>5. Increase Average Order Frequency</strong></span></h2><p class="overflow-hidden text-xl pt-3">The cost of capturing a new online parking customer is high and often can have neutral or negative ROI. The lifetime value (LTV) of a customer is where an airport realizes profit. Increasing the average order frequency of existing customers is the easiest and cheapest way to address LTV and grow revenue.</p><h3 class="text-4xl pt-3 font-redHatDisplay"><strong><span class="wpa-strikethru relative inline-block">GOAL</span></strong></h3><p class="overflow-hidden text-xl pt-3"><span class="font-medium"><span class="font-redHatDisplay">KEY PERFORMANCE INDICATOR: AVERAGE ORDER FREQUENCY, LTV, CHURN RATE, AVERAGE YEARLY LTV</span></span></p><p class="overflow-hidden text-xl pt-3">How To Increase The Average Order Frequency Of Each Online Parking Customer:</p><ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">The benefit of eCommerce airport parking platforms is data acquisition of your parking customers. This data can power business intelligence tools, advertising platforms, and email marketing. Use this data to increase Average Order Frequency with a sophisticated email marketing strategy and ongoing advertising that targets existing customers:<ul class="list-disc text-xl list-inside pb-4 pl-4 [&_li>ul]:list-[circle] pt-3"><li class="py-1">Email marketing</li><li class="py-1">Email automation workflows</li><li class="py-1">Targeting past customers in display and social media</li><li class="py-1">Customer loyalty campaigns</li></ul></li></ul><hr class=" wpa-hr"/></div><div class="mb-6 px-2"><h6 class="uppercase font-black font-redHatDisplay text-2xl">About The Author</h6><div><p class="overflow-hidden text-xl pt-3">My name is Brian Bethel, and I’ve spent the last four years becoming an expert in online prepaid parking for airports. I lead a digital marketing firm called White Pants Agency that, among other things, has expertise in eCommerce technology, strategy, advertising, creative, and analytics for airport marketing. 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crossorigin="">{"props":{"pageProps":{"nav":{"previousArrow":{"src":"/images/bolt-previous-arrow.svg","text":"PREVIOUS","link":"/bolt/att-discovery-district","width":46,"height":46},"nextArrow":{"src":"/images/bolt-next-arrow.svg","text":"NEXT","link":"/bolt/papa-murphys","width":46,"height":46}},"post":{"excerpt":"Marketing tactics to help you compete for customers","_updatedAt":"2024-05-09T15:46:56Z","orderRank":"0|0yvi07:","projectType":{"_type":"reference","_ref":"c2b92c70-e569-475d-8c60-12dd0a522575"},"_rev":"LWn252P4OSUthfC0SnckbX","client":{"_ref":"d53eefeb-1640-42a9-abdf-09400092176b","_type":"reference"},"publishedAt":"2022-11-11T12:07:47.104Z","_createdAt":"2022-11-11T12:08:33Z","projectName":"Project 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Prepaid parking online has given airports the eCommerce tools they need to compete with rideshare apps, off-airport parking lots, taxis, public transportation, and drop-offs. But competition is fierce, so here are 5 tactics to help your airport compete for parking customers online.","_key":"302445fed7640"}],"_type":"block","style":"normal"}],"_type":"post","author":{"bio":[{"children":[{"_type":"span","marks":[],"text":"My name is Brian Bethel, and I’ve spent the last four years becoming an expert in online prepaid parking for airports. I lead a digital marketing firm called White Pants Agency that, among other things, has expertise in eCommerce technology, strategy, advertising, creative, and analytics for airport marketing. We have worked with some of America’s biggest airports, and I am excited to tell you about the things I’ve learned along the way.","_key":"24c2762bfe710"}],"_type":"block","style":"normal","_key":"2a52e32ae843","markDefs":[]}],"name":"Brian Bethel"},"fullWidthContent":[{"asset":null,"markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"FIVE WAYS TO HELP YOUR AIRPORT GROW ONLINE PARKING REVENUES IN 2023","_key":"908aa4dbda580"}],"_type":"block","style":"h1","_key":"ff5fec337e95"},{"_key":"c6fc4b536d97","markDefs":[],"asset":null,"children":[{"_type":"span","marks":[],"text":"By Brian Bethel","_key":"7fcb25364987"}],"_type":"block","style":"normal"},{"asset":null,"style":"h2","_key":"728a1866758c","markDefs":[{"_type":"tailwindStyles","className":"mt-4 block","_key":"0bf074947449"}],"children":[{"_type":"span","marks":["strong","0bf074947449"],"text":"1. Increase Average Lead Time of Parking Transactions Online","_key":"92f361f68f7e0"}],"_type":"block"},{"style":"normal","_key":"6efa86e413ac","markDefs":[],"asset":null,"children":[{"_type":"span","marks":[],"text":"Average Lead Time is often overlooked as a primary KPI by airports. However, I believe it is one of the more crucial metrics in airport parking revenue management. The primary objective of having travelers prepay for parking is to capture customers before they decide to take Uber/Lyft or get dropped. After all, competitive intrusion from rideshare apps is the reason many airports adopted parking ecommerce.","_key":"4d2a8af1f8e10"}],"_type":"block"},{"_type":"block","style":"h3","_key":"21de432a2643","markDefs":[],"children":[{"text":"GOAL","_key":"cb44cb3b296d","_type":"span","marks":["strike-through","strong"]}],"asset":null},{"children":[{"_type":"span","marks":["redHatDisplayFont","ede25de0cc06"],"text":"KEY PERFORMANCE INDICATOR: AVERAGE LEAD TIME","_key":"0e513621c9980"}],"_type":"block","asset":null,"style":"normal","_key":"af1075c1221e","markDefs":[{"className":"font-medium","_key":"ede25de0cc06","_type":"tailwindStyles"}]},{"asset":null,"markDefs":[{"_type":"tailwindStyles","className":"font-black","_key":"8283f215e4ec"}],"children":[{"_type":"span","marks":["8283f215e4ec"],"text":"How to Increase Average Lead Time of Parking Transactions Online","_key":"55f7cc199c090"}],"_type":"block","style":"normal","_key":"d430d8776042"},{"style":"normal","_key":"396f47d88ba3","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Capture parking customers earlier in their travel journey, ideally two weeks out from their travel date","_key":"f583e18987380"}],"asset":null,"_type":"block"},{"style":"normal","asset":null,"_key":"f23cadf47a18","listItem":"bullet","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Create products to attract and incentivize customers to book parking further in advance. I.e., cheaper parking for booking in advance","_key":"3608a8c14eb50"}],"level":1,"_type":"block"},{"_type":"block","style":"normal","asset":null,"_key":"df755be43d8f","listItem":"bullet","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Create campaigns to raise awareness to the market and travelers that they can save the most by booking parking in advance","_key":"72bc36333a24"}],"level":1},{"_key":"ed80beca67ba","listItem":"bullet","markDefs":[],"children":[{"text":"Increase pricing for customers with lower lead times","_key":"3a6587c35365","_type":"span","marks":[]}],"asset":null,"level":1,"_type":"block","style":"normal"},{"listItem":"bullet","markDefs":[],"children":[{"marks":[],"text":"Show savings lost on your airport’s eCommerce site to those who don’t book parking further in advance","_key":"1f66ea0e8dbb","_type":"span"}],"level":1,"_type":"block","style":"normal","_key":"5c4c068ba471","asset":null},{"listItem":"bullet","markDefs":[],"children":[{"marks":[],"text":"Communicate with confirmed travelers (see point number 4)","_key":"af4bab71ede6","_type":"span"}],"asset":null,"level":1,"_type":"block","style":"normal","_key":"d9c3386ccedb"},{"_type":"block","style":"hr","_key":"76d06694f3e3","asset":null,"markDefs":[{"_type":"tailwindStyles","_key":"5d1946f64f34"}],"children":[{"_type":"span","marks":[],"text":"---------------------------------------------------------------------------------","_key":"40fc8dcee4ba"}]},{"markDefs":[],"children":[{"marks":["strong"],"text":"2. Align Customers Segments with the Appropriate Parking Products Online","_key":"9ea7413841280","_type":"span"}],"_type":"block","style":"h2","asset":null,"_key":"8e6cce74a87c"},{"_type":"block","style":"normal","_key":"12936872a281","asset":null,"markDefs":[],"children":[{"_key":"6857a193a4b20","_type":"span","marks":[],"text":"Airports typically have several parking products from remote lots and covered lots to terminal and valet. Each of an airport’s parking products aligns with a different customer segment. Remote lots appeal to the price-conscious traveler, while Terminal products appeal to premium customers who are less price-sensitive and care more about traveling savvy and conveniently."}]},{"_type":"block","asset":null,"style":"h3","_key":"20b40ff1b291","markDefs":[],"children":[{"_type":"span","marks":["strike-through","strong"],"text":"GOAL","_key":"d363011b2769"}]},{"asset":null,"markDefs":[{"_type":"tailwindStyles","className":"font-medium","_key":"173d2f01fa2a"}],"children":[{"text":"KEY PERFORMANCE INDICATOR: PRODUCT TRANSACTIONS/REVENUE","_key":"28d0a4d4ca1b0","_type":"span","marks":["redHatDisplayFont","173d2f01fa2a"]}],"_type":"block","style":"normal","_key":"2c108c921b16"},{"_type":"block","style":"normal","_key":"45769dcee093","asset":null,"markDefs":[{"_type":"tailwindStyles","className":"font-black","_key":"501ccfab9bd0"}],"children":[{"_type":"span","marks":["501ccfab9bd0"],"text":"How to Align Customers Segments with the Appropriate Parking Products Online:","_key":"806523be99bd0"}]},{"_key":"28cd5d830700","markDefs":[],"children":[{"_key":"4610f7f1c0680","_type":"span","marks":[],"text":"Increase transactions of all parking products online by distinguishing them from one another through a clear pricing strategy. An airport’s premium parking product (terminal and valet) should never be similar in price to cheap products such as remote lots."}],"asset":null,"_type":"block","style":"normal"},{"_key":"eb00067408b0","listItem":"bullet","asset":null,"markDefs":[],"children":[{"marks":[],"text":"Parking products online should be priced accordingly","_key":"93a33bfc7c670","_type":"span"}],"level":1,"_type":"block","style":"normal"},{"listItem":"bullet","markDefs":[],"children":[{"text":"Remote lots: cheap $","_key":"4ccac79b1476","_type":"span","marks":[]}],"level":2,"_type":"block","style":"normal","asset":null,"_key":"ba7fa5665588"},{"style":"normal","_key":"d62973900188","listItem":"bullet","markDefs":[],"asset":null,"children":[{"marks":[],"text":"Covered lots: value $$","_key":"ba3483f8654f","_type":"span"}],"level":2,"_type":"block"},{"markDefs":[],"children":[{"_key":"1d6a885e6ddb","_type":"span","marks":[],"text":"Terminal garages: premium $$$"}],"asset":null,"level":2,"_type":"block","style":"normal","_key":"480bd2d91242","listItem":"bullet"},{"level":2,"_type":"block","style":"normal","_key":"3423ceb5f266","asset":null,"listItem":"bullet","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Valet: $$$$","_key":"96914cceca3d"}]},{"children":[{"text":"Target customers segments based on the product that fits their purchase desires (price, convenience, or value). Having four products priced on a natural continuum will maximize revenue and pair products with various customer audiences. There’s no need to sell premium-terminal to value shoppers who are willing to park at the covered and remote.","_key":"7ea9d4cf913a0","_type":"span","marks":[]}],"level":1,"_type":"block","style":"normal","_key":"3b4afc6186ce","listItem":"bullet","asset":null,"markDefs":[]},{"markDefs":[],"children":[{"_key":"35525f80291e0","_type":"span","marks":[],"text":"Create messaging tailored to connect each parking product with each customer segment"}],"asset":null,"level":2,"_type":"block","style":"normal","_key":"b456816c8f7c","listItem":"bullet"},{"markDefs":[],"children":[{"marks":[],"text":"The terminal customer is not your value customer, so a big discount here is not necessary. Value and price customers will buy remote and covered 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