Branding

Aviation Marketing: Generate More Revenue by Providing a Better Brand Experience

/ Bailey Burk / Leave a comment
Exceeding Customer Expectations
Marketers can contribute to top line growth generation by providing a better brand experience at critical customer touchpoints.

Reuben Steiger, Principal at Methods New York studio, wrote an article for Fast Company Design.com entitled, “Great Brands Are About Fusing Product And Service. How Do You Do It?” In the article, Reuben identifies actionable items to create a better brand experience. Below is my interpretation of his article for aviation marketers and how a better brand experience can lead to generating more top line revenue.

Continue reading →

Aviation Marketing: Digital Adoption and Content Creation

/ Bailey Burk / Leave a comment
Smart phone, E-reader and tablet adoption is providing aviation marketers with new ways to connect with a diverse audience.

In their Top Digital Trends Report, eMarketerTM predicts that there will be over 89 million tablet users, 53 million e-reader users and 148 million smart phone users in the United States by 2014.

If this digital adoption trend prediction is correct aviation marketers will have numerous platforms and networks with which to engage customers and prospects through out the purchase cycle.

Continue reading →

The changing role of Public Relations in aviation marketing

/ Bailey Burk / Leave a comment
Public Relations should be viewed as a tool for engagement and brand building.

At the American Association of Advertising Agencies’ (4As) PR conference, industry thought leaders and influencers came together to provide their views on emerging trends influencing PR in the digital age.

I want to recognize 4A’s information specialists Rebecca Samson and Christine Pelosi for pooling their impressions from the conference and drafting their original observation document. Below is my interpretation of these themes and how they could affect aviation marketers.

Continue reading →

Aviation Marketing: Why marketing fundamentals are important in social media marketing

/ Bailey Burk / Leave a comment
Point-of-view marketing through social media can very effective when supported with proper brand positioning.

Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view.

Continue reading →

Aviation Marketing: Rebrand or renovate?

/ Bailey Burk / Leave a comment
Aviation manufacturers must change with the times or get left behind.

Carolyn M. Brown pinned an article for INC. Magazine entitled “How to Successfully Rebrand Your Business.” Below is my interpretation of why rebranding is relevant to aviation manufacturers.

The aviation industry is innovation driven. However, not all aviation manufacturers embrace innovation without some sort of government mandate. If you are standing still, you are losing business and market share. Changes in the business climate require adjustment, and in some situations a complete overhaul, for business improvement.

Continue reading →

Aviation Marketing: How emerging technologies will impact the differentiated brand

/ Bailey Burk / Leave a comment
Connecting digital technologies — data, devices, screens, and sensors — will define the social experience, leading aviation marketers to customize the brand experience based on society and cultural relevance.

The Futures Company published “Technology 2020: How the Digital World is Reshaping Business.” The report provides a framework for, and a view of, the way in which digital technology will evolve over the next decade, and helps organizations plan their response to these changes.

Continue reading →

Aviation Marketing: Delivering the goods for visual storytelling

/ Bailey Burk / Leave a comment
How aviation manufacturers are using content sharing sites to tell their brand story and deliver on the brand promise.

Aviation manufacturers are active participants on content sharing sites. Whether by design or happenstance, photos of their products are shared, commented on, and liked by people that are passionate about aviation. These sites present a ready-made inbound marketing opportunity for brands to gain a competitive advantage by creating an emotional connection with the viewers and present their brand story through visual storytelling.

Continue reading →

Aviation Marketing: Differentiating your brand

/ Bailey Burk / Leave a comment
Brand differentiation is achieved by creating an emotional connection with customers that transcend the products’ functional benefits.

Aviation manufacturers use functional product benefits as a means of brand differentiation.  Competitive advantage is gained by offering enhanced component or system functionality. Product innovation is a good thing but innovation is a fleeting proposition.

Technology advantages are short-lived and the competition levels the playing field very quickly. This leads aviation manufacturers to try to cram more functionality into the next version of their product offering.

Continue reading →

Aviation Marketing: Delivering on your brand promise

/ Bailey Burk / Leave a comment
Turn customers into brand advocates by exceeding their expectations

What can aviation marketers learn from a British entrepreneur?  Sir Richard Branson has built an empire by delivering on the Virgin companies’ brand promise and exceeding customer expectations through a better brand experience.

In the digital age, brands and brand organizations live under the microscope. Fulfill the brand promise and all goes well. Exceed the brand promise with a better brand experience and customers become advocates, putting their reputations on the line because they believe in the brand.

Continue reading →