On-demand air charter customers seek a better brand experience.
With over 2500 air charter operators in the United States, competition is fierce for acquiring and keeping customers. While the focus of on-demand air travel is safety, security, and productivity, charter operators should not overlook the value of the emotional connection that customers need to establish with their brand.
Determining your point of differentiation
Taking a strategic approach to brand differentiation is a process beginning with defining your product and service offering. For this first step, it’s important to review your assets and how they match up to the market need. Depending upon your footprint — international, national, or regional – this analysis defines the value of your product and service offering.
For example, if your service is mostly used by sportsmen to access fishing and hunting camps, that’s a different value proposition than offering international jet service.
Brand attributes and benefits
Next, list the feature, function and end user benefit of the service offering. Think of this in terms of equipment, pilot experience and training, safety record, ease of doing business, customer satisfaction, and problem/resolution during the charter operation.
Analyzing the business segments that your charter service will depend on for paying the bills is also important. For example, on the Gulf Coast, many charter operators rely on the energy sector for shuttling workers to and from offshore drilling platforms. Identifying specific business segments, individual companies, and decision makers and influencers helps to narrow the focus and formulate key messages.
This area also provides the opportunity to gain customer insight based on decision makers’ perception of the service offered, in order to determine the best communication channel to reach the audience with your differentiation messaging.
To borrow a page from consumer package goods marketers, viewing your charter service as a brand helps define its personality, points of differentiation, and key messages. This forms the foundation for your brand promise and the experiences that customers can expect from selecting your on-demand charter service.
Taking a strategic approach to define your brand leads to more efficient marketing, better use of marketing resources, and helps to create an emotional connection with your customers.