Commercial Management

The commercial management of the sales of airport parking online, including a dynamic approach to pricing based on demand and other factors, requires a specialist mix of yield management and marketing.

AeroParker's in house team draws its expertise from years of commercial management of airport parking assets such as a car park with over 35,000 spaces at a large London Airport where commercial, financial and operational KPIs in line with challenging budget targets were achieved. Net parking income as well as income per total passenger and sales penetration per total passenger all increased significantly year on year.

Yielding strategy development
AeroParker's Commercial Management team apply their expertise on top of the best of breed tools that AeroParker's Management Suite provides in areas such as variable pricing, A/B testing, Business Intelligence and reporting to visualise for airports the opportunities to maximise revenues. Our skills include:-

• Defining product mix and pricing strategy
• Calculating the total potential estimated demand for products
• Balancing mix of roll up and pre booked parking
• Modal share considerations

Promoting parking products on and offline
Following on from yield calculations we work out the required distribution mix for on and off line and volumes with their associated costs to achieve the online booking objectives. Airports have special requirements for marketing their online products. These fall broadly into four categories as below. Each category has a degree of research, strategy development and execution associated with it.

Creative
Ideas for themes and messages to make Airport parking products attractive to purchase by the target audience

Branding
An airport's brand attributes must be conveyed with the online parking brand.

Online marketing
Devising a cost efficient, optimized strategy to deliver an online distribution plan across multiple channels is key. AeroParker can deliver

• Search engine optimization (SEO)
• Search engine marketing (SEM)
• Pay-per-click advertising (PPC)
• Content marketing
• Social Media Marketing (SMM)
• Affiliate marketing.
• Email marketing.

Offline marketing
Creating the balance between off and online is critical to deliver maximum impact and return.

• Billboards and other media spaces available off and on site
• Press advertising including geo targeted inserts
• Events and Guerilla tactics

The commercial management team is available to discuss your requirements even if you do not have AeroParker software at your airport.