The Traveling Marketer brings two of my passions together: Traveling and all things Marketing. Come along with me as I share my travels through my marketing lens.

__________________________

I traveled to Las Vegas for a mini family vacation with my husband, sister, mother and father, instead of celebrating Thanksgiving. We flew out of the Austin airport, which is currently undergoing lots of renovation. When entering the gate for parking, we were given a handout, along with our garage parking ticket.

My husband pulled into the lot, while I attempted to decipher the handout that we were provided with. After about a minute or two, I realized that there was a major breakdown in communication between what needed to be done, and what was actually printed on the handout.

Austin Airport Flyer

The handout headline was fine, I scanned it, and knew that what I was receiving was a voucher for discounted parking.

Step 1: Receive discount voucher ticket
Okay… I wouldn’t have included this as a first step, since I was already given the voucher. I didn’t need to seek it out as a task. But, okay…

Step 2: Proceed to the garage entrance.
What? Turn around and backtrack? I just came from the garage entrance where I received the flyer. Are they referring to a different entrance? After consulting the map on the back, I realized that the “You Are Here” target was not at all where I was…

Step 3: Take ticket at garage entrance.
I already have my ticket (more confusion). Do I need a different ticket?

Step 4: Exit at express lanes with credit card
I give up.

After scanning the flyer, rereading it slower, and reading it again out loud to my husband, I realized that it wasn’t me. It was the airport and a poorly executed flyer. I also realized that there were tons of cars, that were reading the same poorly executed flyer. We were provided something, that based on our starting point/entry point (in a sales world, further into the funnel), that was not applicable. Our entry point, at best, should have been at step 4. Being provided with steps 1-3 weren’t necessary at all, and only caused confusion.

Even if we were at the “You Are Here” target, step 1 could have been omitted, and step 2 could use additional language to explain that we would need to go to a different garage, rather than the one that we were at.

What the airport experienced, most likely resulted from someone knowing there was a need (provide parking discounts for premium lots), but no one actually thought through the step by step journey, for each area that the flyers were to be provided.

The complete trip was a success. We had a great time over the 3.5 days we spent in Las Vegas.

My parents, who are living a fabulous retired life, stayed at the Cosmopolitan Hotel, as did my sister. My husband and I choose to stay at the SLS, even though we love the Cosmopolitan. We’d visited the SLS during our last visit to Las Vegas for the first time, the day of our departure. We spent our last 6 hours in Vegas gambling there, and decided that we liked the hotel, and would want to give it a try during our next visit.

In addition to the fun and modern vibe of the hotel, the major draw (for me in particular) was that it was less crowded, since it isn’t in the hustle and bustle of the main area of the strip. The casino also offered $5 tables for gambling, in comparison the the $10/$15 minimums at the Cosmopolitan.

I’m not a huge gambler. I typically gamble a few hundred dollars, and then I’m done.

Our room accomodations were just as enjoyable as other hotels we’ve stayed at when visiting Las Vegas. And the hotel ambiance was just as nice. I’d describe the hotel’s vibe as edgy, in comparison to the Cosmopolitan’s glamours atmosphere.

We had great food, saw Cirque Du Soleil’s “O”, gambled and had lots of laughs.

Continue to view the world with me through my marketing lens, as I travel, by subscribing to the blog. Until next time…

Leave a Reply