nicole & company presents SkyMall The Mall With No Walls DMEF Collegiate Challenge Spring 2012

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Table of Contents
Executive Summary...............................................................1 Marketing Strategy Research...........................................................................2-3 Situational Analysis Competitive Analysis SWOT Analysis Market Segmentation Target Selection Marketing Communication Strategy..............................................4 Objectives Positioning Big Idea Creative Brief Media Plan........................................................................4-6 Media Objectives Overview Media Vehicles Media Tactics Media Schedule Creative Strategy................................................................6-7 Creative Objective Overview of Creative Strategy Creative Plan Budget................................................................................8 Charts Evaluation Plan ROI Appendix Charts and Graphics Creative Appendix Additional Resources and Works Cited

SkyMall The Mall With No Walls

Campaign idea developed by nicole & company Team Members Include:

Kennan Wood kennanwood@gmail.com 901.786.4259 Nicole Hodges nhodges405@gmail.com 405.323.2257 Nicole Nazarenus naz.nicole@gmail.com 713.320.1727

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Executive Summary
SkyMall, founded in 1990, describes itself as a multi-channel, direct marketer offering high-quality, innovative merchandise from top direct marketers and manufacturers through its SkyMall catalog and web site, skymall.com. The catalog is seen by approximately 88% of all domestic air passengers and reaches more than 650 million air travelers annually. The brands current target includes affluent and well-educated travelers who are receptive to innovative, unique products. With our campaign, we will utilize the brands high awareness rate among a captive audience, and the brand image through resonating marketing strategies. Scheduled to begin in January 2013, our year-long campaign will focus on reinforcing the convenience of SkyMalls in-flight shopping experience as well as the creative, innovative and fun products that it offers. The slogan The Mall With No Walls will be featured on all media to attract our target audience which consists of frequent travelers with little time to shop. These individuals are also technologically savvy and enjoy being early trend adopters. Therefore, our messages will reach the target market using a variety of traditional and nontraditional media vehicles including social media marketing, transportation and airport advertising, a viral video contest and search engine optimization. The combined use of traditional and nontraditional media vehicles will allow us to achieve our campaign objectives. All marketing communication is within our budget of $500,000, with 6.5% left over for contingency costs.

Strategic Summary Chart

Key Marketing Research Conclusions SkyMall offers over 15,000 products from a variety of brands in 13 major product categories and claims approximately 88% of all domestic air passengers are aware of the brand, which reaches more than 650 million air travelers annually. The Internet and mail-order retail industry in the U.S. is considered to be very concentrated, with the top 50 companies accounting for around 60% of the total industry revenue. Demand in the Internet and mail-order retail category is driven mainly by a consumers personal income. The consumer base is almost equally composed of men and women, who tend to be married, ages 34-65, and often hold key decision-making positions within their professions. Many of our survey respondents said they do not think the SkyMall catalog is a serious publication from which they would actually buy a product, and they only read SkyMall for entertainment purposes because they do not believe they need any of the products. SkyMall has weak out-of-flight exposure and outdated catalog and website layouts, which contributes to the brands lack of credibility among its consumers. Proposed Corresponding Strategies We will utilize the brands exclusivity, variety and high awareness rate among its captive audience as well as reinforce SkyMalls brand image through resonating marketing strategies. Due to the heavy concentration of the industry, we must drive more effort into SkyMalls marketing to create top-of-mind awareness in consumers in order to build a loyal consumer base. We will target individuals with higher income levels, within the 25-54 age range, in order to attract a younger, more technologically-inclined consumer, who can be more easily driven to the SkyMall website and reached through social media tactics. Our creative strategy highlights the convenience and credibility of the SkyMall brand through a humorous tone and emphasizes why consumers want SkyMall products.

Our marketing efforts will increase out-of-flight exposure, while our creative strategy will update the catalog and website layouts. In effect, our campaign will increase brand awareness and credibility among consumers.

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According to Hoovers, SkyMalls top competitors in the Internet and mail-order retail category are Amazon.com and The DFS Group. Amazon is the top competitor, with a wider variety of offers and products and a gross revenue of over $48 billion in 2011, compared to SkyMalls $4.4 million. A new threat has arisen from Amazon as it moves further into the travel space. Delta will soon be offering free Wi-Fi access to Amazon.com on its flights. The DFS Group owns luxury dutyfree airport stores across the globe, making it a more specific competitor in the travel industry. Only three are currently in North America, residing in the New York, Los Angeles, and San Francisco airports. With a gross revenue of $20 million dollars in 2011, it competes on a global scale by providing a more exclusive and luxurious feel to traveling customers via its high-end products and exclusive membership program. Another recent threat to SkyMall is Deltas Sky Store. The Sky Store is only online and focusses on the sale of travel products by offering the incentive of a free Wi-Fi pass with a $150 purchase. The concept is dangerously similar to SkyMall, and it is offered by one of SkyMalls distributors, making it an interesting competitor. Consumer Analysis In secondary research, we found that demand in the Internet and mail-order retail category is driven mainly by a consumers personal income; therefore, the profitability of any individual

Marketing Strategy
A. Research
Situational Analysis Company Background SkyMall was founded in 1990 and offers the service of providing products from an aggregation of brands. The brand markets itself on its website as a multi-channel, direct marketer that offers high-quality, innovative products from top direct marketers and manufacturers (skymall.com). According to Hoovers, there are 25 airlines that offer the SkyMall magazine in every seat pocket, as well as Amtrak trains, some hotels and airport lounges. Major airlines include AirTran, American, Continental, Delta, Southwest, United and US Airways. Between the catalog and the website, the company offers over 15,000 products in 13 major product categories (Gadling). SkyMall claims that approximately 88% of all domestic air passengers are aware of the brand, which reaches more than 650 million air travelers annually (skymall.com). SkyMalls estimated gross annual revenue in 2011 was $4.4 million (Hoovers). Besides minimal social media efforts and the catalogs placement on many domestic airlines, the company does little to no promotion. Competitive Landscape - Internet and Mail-Order Retail Industry There are approximately 16,000 companies within the Internet and mail-order retail industry in the United States alone. The combined annual revenue of these companies is approximately $235 billion, with the top 50 companies accounting for around 60 percent of this revenue. Therefore, the industry is considered very concentrated, with some of the largest companies in the industry being Amazon, LL Bean, Overstock, Lands End and Hanover Direct. In recent years, the bulk of revenue has also shifted from catalogs to the Internet. Globally, the Internet and mail-order retail category has a combined industry revenue of about $600 billion annually. Germanys Otto Group, the UKs N Brown Group and South Koreas GS Home Shopping are among the largest companies in the global industry (First Research).

company within the industry depends on effective marketing to build a customer base (First Research). Due to the heavy concentration of the industry, we believe SkyMall must drive more effort into its marketing to create top-of-mind awareness in consumers in order to build a loyal customer base. As far as consumer perceptions go, our key finding in both our primary and secondary re-

search is that many people do not take SkyMall as a serious publication from which they would actually buy. Bloggers, such as Cracked.com, have created parodies of the magazine and its products, portraying the catalog as ridiculous. In a small survey we conducted of adults ages 25-54, respondents claimed they only read SkyMall for entertainment purposes, and that they had not or would not actually purchase from the catalog. Many said that they did not need any of the products.

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STRENGTHS
Exclusivity - only print catalog option offered in-flight Variety of products cater to diverse consumer interests High consumer awareness Consumers enjoy reading the catalog for its diverse and out-of-the-box products Database of 850,000 unique email addresses

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WEAKNESSES
Weak out-of-flight exposure Outdated catalog and website layouts Poor product perceptions result in lack of credibility of SkyMall brand

and $100,000, and 53% have home values over $250,000. Most fall within the 34 to 65 year age range and are among the first to adopt new technologies and innovations. They are often busy travelers who lack the time to shop for themselves, making SkyMall a convenient way to make the most of their time (DMEF).

OPPORTUNITIES
Captive in-flight audience Wi-Fi offered on flights can increase potential for in-flight purchases Convenient for frequent travelers with little time to purchase for themselves or others

THREATS
In the Internet and mail-order retail category, the bulk of spending has moved from catalog to Internet sales Flights charging for or lacking Wi-Fi create gap between exposure and purchase opportunity and discourage in-flight purchases Delta Sky Store is in direct competition with SkyMalls product lines, promotional placement, and overall brand image Amazon.com is offered for free on Delta flights

Target Selection

Market Segmentation Domestic Travelers Of domestic travelers surveyed in 2010, those aged 25-44 were slightly more likely to travel for business reasons (Mintel). However, three out of four domestic trips are reportedly taken for leisure purposes (US Travel Association). In 2010, 68% of respondents with household incomes of $75,000-$100,000 reported traveling for vacation or personal reasons. The number one leisure travel activity for U.S. domestic travelers is visiting relatives, followed by shopping and then visiting friends. Therefore, a large number of people reading SkyMall will be on their way to visit someone, giving SkyMall more reason to market its gifts. Many will also already have shopping on their mind, so perhaps they could begin en-route. SkyMall Consumers SkyMalls customer base is almost equally composed of men and women, 93% of whom are married. 69% hold professional, managerial, sales, service and white collar jobs, and within these jobs, they are often the key decision-makers. These customers hold a median annual income between $75,000 Table 1 Target Market and Audience Our campaign will target frequent flyers within the 25-54 age range, the majority of whom

are married professionals with high incomes ($75,000- $100,000). They are frequent travelers with little time to shop, who are technologically savvy and enjoy being early trend adopters.

Market CDI Calculation for Internet and Mail-Order Catalog Category Market % U.S. Population in Market % Category Sales Plane Travelers, age 25-54 21.4% 50.6% Frequent Flyer Club Members, age 25-54 15.1% 50.6%
Source: MRI +

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B. Marketing Communication Objectives Rationale Due to the fact that SkyMalls customer base is mostly even in terms of gender, we will target both men and women. We chose a higher income level due to the higher price levels in the SkyMall catalog and because our income level range was already defined as the average for SkyMall customers. We chose an age range slightly lower than that of SkyMalls current customers in order to draw the younger, more technologically-inclined consumers who can be more easily driven to the website and reached through social media tactics. We also found that airplane travelers in our age range are 235% more likely to purchase from Internet and mail-order catalog retailers, and more specifically, frequent flyers in our age range are 335.1% more likely to purchase from Internet and mail-order retail than the general population (see Table 1 on left). This creates a large opportunity to reach our target audience while they travel and directs our marketing strategy in a promising direction. (See Exhibit A: Marketing Communications Objectives for 2013 Calendar Year) C. Marketing Communication Strategy Positioning Positioning Overview Personal Profile Marilyn is a 32 year old, married professional, who frequently travels for leisure during the year, and sometimes with her husband on business trips. When Marilyn is not at work, she spends her time working out, taking walks with her dog, and making Pinterest boards of interior design ideas. She is constantly in touch with co-workers and friends using her iPhone apps for Facebook and Twitter. When she travels, she has both her smartphone and iPad to entertain herself during flight. In the future, she looks forward to starting a family and becoming a part time financial consultant at her current employer.
1 sale per every 9 flights

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Overall Marketing Objective Our overall marketing objective is to increase SkyMall purchases from one purchase per every nine flights to slightly more than one purchase per flight, increasing total sales to roughly 8,797,502 purchases annually.
>1 Sale per flight

8,797,502 total sales

To frequent flyers, ages 25-54, who are married with high incomes ranging from $75,000-

$150,000, and often lack time to shop, SkyMall provides the most convenient way of purchasing a variety of high-quality, creative and innovative products during travel. Customers can worry less about using time outside of travel to shop for a variety of quality products for themselves or others and can still stay ahead of the trends. The use of smart phones, laptops and other technological devices will enhance the overall SkyMall experience, allowing airline customers to instantaneously purchase any of SkyMalls thousands of products in-flight. The SkyMall brand character is convenient, innovative and credible. (See Exhibit B: Positioning Table) Big Idea

SkyMall products make others jealous of you.

Our big idea emphasizes the envy-inspiring effects of SkyMalls products. The different advertisements will show how Skymall products make others jealous due to the innate and inherently competitive nature of people, using a variety of humorous situations. Traditional media vehicles will be used, but with a creative edge that will portray SkyMalls products as innovative and credible as

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well as convenient to purchase. It will also address the issue of needing the products in SkyMall by portraying them as not necessary but desirable. The new media vehicles will be used to add a fun and entertaining aspect to our campaign, which reflects the overall SkyMall shopping experience. As a whole, the campaign emphasizes the credible, creative, fun and innovative products that SkyMall offers, while also allowing customers to have the most convenient shopping experience. Our big idea ties in with our slogan, The Mall With No Walls, by suggesting the limitless innovation of SkyMalls products, and playing on the wall motif that will be present in the advertisements. In the SkyMall ads, there will always be some kind of wall separating the envious from the SkyMall customer. The slogan will emphasize that with SkyMall there are no walls, encouraging those on the other side of the wall to purchase SkyMall products too.

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Due to the different traditional and nontraditional media types, the campaign will have the potential to reach a variety of people, not only those in our target audience. Some of these media vehicles will last through the duration of the campaign, while others will last only a few months. The media vehicles will also be available in different geographic areas throughout the United States. C. Media Strategy We propose to use social media, online, email, print, in-flight promotion, mobile, trans-

portation and airport marketing, as well as a viral video contest to effectively communicate to our target audience. Social media, online, in-flight promotion and mobile will help to create awareness and drive our target audience to the website, typically tech-savvy individuals and early trend adopters. Other media vehicles such as transportation, airport and print advertisements, as well as email lists, will help to drive others who are not as technologically advanced, as well as businesses and individuals outside of our target audience, to the SkyMall catalog and SkyMall website.

Media Plan
A. Media Objectives Overview We propose to reach at least 50% of the aware primary target audience, which is 88% of the total target audience, two or more times per week, resulting in a GRP of 100 per week. Rationale The client requests the use of new, innovative ways to engage passengers with SkyMall products and business. Pre and post-flight strategies are considered in the media strategy in order to drive customers from the SkyMall print catalog to the SkyMall website and SkyMall App. Online and print media will be used throughout the campaign to increase sales, not only by engaging new customers, but also by re-engaging previous customers. B. Overview of Media Strategy The traditional and nontraditional media selected for the campaign will drive new customers and reengage prior customers, driving high impression levels and leading to more purchases before, during and after flight. Our main goal is to reach at least 50% of our aware primary target audience, resulting in higher levels of desire and interest as well as more action taken.

Social Media To initially create awareness in the first month, the campaign will begin utilizing social media marketing on Facebook, Twitter and Foursquare. Online In the first month, the campaign will begin using Google AdWords to drive target individuals to the SkyMall website.

Email Beginning in the first month, SkyMall website and catalog reminders will be sent via email to individuals on the email list in order to keep these customers up-to-date with the newest SkyMall products. Followup emails will be sent to SkyMall customers and emails will accompany boarding passes of participating airline customers, in order to drive target individuals to the SkyMall website. Beginning in the second month and through the sixth month, sales promotions will be sent to the email list during the holidays, including Hanukkah, Christmas, Valentines Day, Mothers Day and Fathers Day.

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In-flight Promotion Beginning in the second month and through the sixth month of the campaign, in-flight promotions such as on-flight trivia and on-flight announcements will be used in order to grab the attention of all individuals onflight. In the seventh month, in-flight promotions will be paused, but will return in the tenth month in order to drive the most possible interest towards the end of the campaign. In the last month, month 12, in-flight promotions will end, since this will be the month in which the winner of the viral video contest will be announced, and there will not be a need for continued on-flight announcements about the contest. Mobile Also in the second month, mobile advertising on participating airline apps, GateGuru and Flightview will be used to attract our innovative, tech-savvy target audience members, who tend to be early trend adopters. In month 11, mobile advertising will end for budget purposes, and also because by this point in the campaign the target audience should already be engaged and taking action on the SkyMall website and SkyMall App. We believe the SkyMall app has huge potential for encouraging more purchases, and that it is extremely under-marketed. With mobile advertisements on participating airline apps, GateGuru and Flightview we will invite our innovative, tech-savvy frequent flyers to interact with the app. Transportation and Print Advertising Beginning in the second half of our campaign, or the seventh month, the focus will turn to transportation advertising at JFK and LAX airports, as well as airport advertising at ATL, DFW and ORD airports. Transportation and airport advertising will end in the ninth month in order to stay within our budget. Boarding pass ads will ad to our print media by using similar images from the bus stop and airport ads. D. Media Tactics

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According to the the following calculations, the media vehicles will satisfy the media objectives.

Gross Impressions Average Frequency CPM

133,533,387 1.5 $3.51

The potential gross impressions on the Media Tactics chart (See Exhibit D) depict the potential that our selected media vehicles have to reach the target audience. We estimate that the insertions and impressions found in the chart will result from each media vehicle we will employ. The media schedule will be spread across the 2013 calendar year based on media type (See Exhibit E: Media Scheduling Chart).

Creative Strategy
Creative Objectives To use the creative platform to achieve previously stated marketing objectives and increase awareness and purchases for the SkyMall catalog. Secondary objectives involve branding the SkyMall catalog as a high quality magazine for conveniently purchasing new innovative products and gifts. Overview of Creative Strategy Benefit: most convenient way to purchase innovative products and gifts Tone: humorous and gratifying Features: buy in-flight, online access, one-of-a-kind products

Viral Video Contest Beginning in the seventh month, the viral video contest will be used to drive more of our target audience to the SkyMall website and SkyMall App and to create more customer participation and interaction. The contest will end in the last month of the campaign, during which the winner of the contest will be announced. (See Exhibit C: Media Tactics Flow Chart)

Strategy: Print ads will portray SkyMall readers looking at life-improving products that will impress a special someone in their life, whether it be their boss, mother or even their dog. As that someone looks on, they can only hope that one day they will be the lucky owner of such a product. The humorous tone leads to the onlooker receiving the gratification of finally owning a SkyMall product and promises satisfaction for all who buy SkyMall products.

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Creative Plan In-flight guerrilla marketing and social media tactics will reflect this strategy by offering giveaways before holidays so that they may give the gift of SkyMall to loved ones in-flight. Holidays that are emphasized are Mothers Day, Fathers Day, Thanksgiving, Christmas and Hanukkah. During these holidays, flight attendants from each airline will have the opportunity to ask one flight of their choice to share their favorite holiday memories, and then vote on their favorite memory for the incentive of a $100 SkyMall credit. The social media strategies will play on similar situations but will also extend to involve followers in weekly SkyMall scavenger hunts, which will earn them free shipping on any SkyMall product. Engaging the target market on a more personal level through social media will be key in building brand loyalty and will also provide more detailed information about each audience member. Email newsletters will go out before big holidays to remind consumers about the importance and convenience of giving SkyMall gifts. Similar imagery from the print strategy will be used to give a visual of how gratifying it is to receive a SkyMall gift for any occasion. Emails will also provide reinforcement after consumers purchase from SkyMall to reassure them that they have made the right decision and also to ensure consumer satisfaction. Other social media tactics such as blogging and Pinterest will be used to reinforce our brand positioning statement. Adding quick link buttons to each social media website in addition to the catalog and website will link information across all mediums and allow consumers to easily find live updates on SkyMall products and specials. The blog will showcase featured products of the week and even give consumer reviews from loyal SkyMall customers. Customers that are chosen for up to five different reviews will be deemed Official Contributors to the blog and receive a personal SkyMall profile on the blog. Google Adwords and Mobile Ads will serve as another form of reinforcement to remind consumers, when they are using airport related apps or searching for gifts online, that SkyMall is the premiere catalog to order from online. The Mobile Ads will highlight the SkyMall App gift finder feature, which allows users to conduct advance searches for gifts.

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Boarding pass advertisements will feature the campaign slogan and promote the catalog before consumers travel. This pre-travel reminder will raise awareness, resulting in more people reading the SkyMall magazine during thier flight. This will be important in our first objective of increasing top of mind awareness. Our YouTube video contest will serve as the campaigns big sweepstakes. SkyMall customers will be encouraged to post creative videos about their favorite SkyMall products and the most innovative ways to use their products. The videos with the most likes by November 1st will be displayed on our website and all social media platforms for the final voting rounds. One lucky winner will win a four day vacation for two and the next cover of SkyMalls catalog. We believe this will provide valuable interaction and publicity for the SkyMall brand. Airport poster ads and bus shelter ads will remind consumers arriving and departing from major U.S. cities to think of SkyMall. Print ads will relay the humorous tone and display SkyMall purchasers and their envious onlookers. This serves as a pre-marketing reminder before they board their flight and also as reinforcement when they land at major domestic destinations. These ads will also include QR codes so that consumers can directly purchase featured products. Finally, our re-branding of the website and catalog layout will make viewers believe that the quality of SkyMall products is apparent in the newer, less-cluttered arrangement. Choosing fewer products to display in the catalog will make it easier to read and appear to be more high class than the current layout.

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Object 1

Budget

Budget Allocation (for each media campaign metrics) Total Media Spending: $467,380 out of proposed $500,000 budget (See Object 2: Media Mix Diagram) (See Object 3: Budget Allocation Sheet) Evaluation Plan In order to evaluate the success of the campaign, we will provide certain methods of roughly tracking the amount of purchases that were influenced by our campaign. For each step of our objectives, we will employ an evaluation method in order to determine whether or not they were achieved. Maintaining Awareness In order to determine if our 88% awareness was maintained, we will have purchasers tell us how they heard about SkyMall at the end of their check out process. Without being invasive, we will require that they choose from a list of options from which they might have last heard about SkyMall: social media, search engine, friend, print advertisement, mobile advertisement, in-flight, email and an option for other, in which they can specify how else they might have been led to SkyMall. Generating Top-Of-Mind Awareness This is more difficult to evaluate, but we will create a survey that customers will have the opportunity to fill out, which will ask how they heard about SkyMall, why they chose to purchase from SkyMall, etc. We can also extract from the data on how they heard about SkyMall gathered from the checkout process to determine whether it might be top-of-mind or simply a purchase marked by the convenience of having SkyMall in front of them. Generating Website Traffic We can evaluate the traffic generated by providing promotional codes in our advertisements, tracking click-throughs from our search, mobile, email and social media links. We can also gather this information from the data on how purchasers heard about SkyMall. Increasing Purchases to One per Flight This will be evaluated through combining all of the data found in our evaluation of the previous objectives, as well as tracking the number of purchases made in-flight.

Object 2

(See Exhibit F: Lifetime Customer Value) (See Exhibit G: ROI Table)

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Appendix
Exhibit A: Marketing Communications Objectives for 2013 Calendar Year

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Exhibit B: Positioning Table

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Exhibit C: Media Tactics Flow Chart Exhibit D: Media Tactics Chart

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Media Tactics
Media Types Social Media Facebook Twitter Foursquare Online Google AdWords Email Followup Boarding Pass Holiday Promotions Print SkyMall Magazines Placed in Participating Airline Frequent Flyer Lounges In-flight Promotion Trivia Announcements Mobile GateGuru Flightview Airline Apps Transportation JFK LAX Airport ATL DFW ORD Viral Video Contest TOTAL Insertions 365 365 75 133,590 1 10 5 Impressions 7,753 3,062 2,000 66,795 6,283,932 23,451,000 850,000 Avg. Frequency 1 1 2 2 2 5 1

24,720 60 1,120,000 365

3,759,500 8940 4,172,000 228,000

1 1 2 2

40 40 128 116 206 1 1,280,087

7,752,360 9,845,022 19,004,928 25,633,216 32,454,064 10,815 133,533,387

1 1 1 1 1 1 1.5

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Exhibit E: Media Scheduling Chart

Industry Study Social Media Online Email Print In-flight Promotion Mobile Transportation Airport Viral Video Contest Evaluation

Preparation Month 1 Month 2 January February

Month 3 March

Month 4 April

Month 5 May

Month 6 June

Campaign Month 7 Month 8 July August

Month 9 Month 10 September October

Month 11 November

Month 12 December

Evaluation Month 13 January

*light blue blocks indicate media usage for that category **dark blue blocks indicate idle media periods

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Creative Appendix
Exhibit F: Lifetime Customer Value

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Exhibit G: ROI Table

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Holiday Promotional Emails

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Print Creative Sample 1

Print Creative Sample 2

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Boarding Passes

Blog

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nicole & company

: The Mall with No Walls

person

Facebook

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Website Redesign

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Shop the Mall with No Walls

Click HERE
Flightview

SkyMall

Gate Guru

Google

Social & Mobile Platforms

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Magazine Redesign

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Additional Resources
Clear Channel Media Costs and GRP Analysis <http://clearchanneloutdoor.com/assets/downloads/research/eo-grp-analysisexternal.pdf> <http://clearchanneloutdoor.com/assets/downloads/media-planning-guide/201011-eyeson-rates.pdf> Cracked.com - Sky Mall <http://www.cracked.com/funny-5021-skymall/> Confidential Documents on Rates for New York (JFK) and Los Angelos (LAX) Airport Advertising sent from Laura Koss, Market Analysts at JCDeaux Contact information: laura.koss@jcdecauxna.com DirectWorks, Collegiate ECHO Direct/Interactive Marketing Challenge <http://www.directworks.org/Students/Default.aspx?id=288&ekmensel=c57dfa7b _62_72_btnlink> First Research <http://www.firstresearch.com/Industry-Research/Internet-and-Mail-Order-Retail. html> Gadling, SkyMall Monday: An Interview with SkyMall CEO Christine Aguilera - Mike Barish <http://www.gadling.com/2009/05/18/skymall-monday-an-interview-with-skymallceo-christine-aguilera/> Hoovers Company Reports <http://www.hoovers.com> Mashable, Delta Wants You to Shop Amazon While Flying - Samantha Murphy <http://mashable.com/2012/03/05/delta-wi-fi-amazon/> Mintel, US Travel Market - January 2010 <http://academic.mintel.com.proxy-remote.galib.uga.edu/sinatra/oxygen_ academic/search_results/show&/display/id=482447/display/id=504721?select_ section=482447> RITA, Bureau of Transportation Statistics <http://www.transtats.bts.gov/Data_Elements.aspx?Data=1> The New York Times, Coffee, Tea, Lawn Ghoul? - Sarah Kershaw <http://www.nytimes.com/2009/04/30/fashion/30skymall.html?adxnnl=1& pagewanted=print&adxnlx=1328472600-GSvq0ru8BxDCGmA/yUbwog> US Travel Association <http://www.ustravel.org/sites/default/files/page/2009/11/USTravelAnswerSheet. pdf> All images courtesy of Google Images and for educational purposes only. No copyright infringment intended.