Brand leadership is achieved by communicating brand values, thoughts and deeds. In the digital world this can be achieved by publishing content via blogs, videos and microsites that are interesting and demonstrate the brands values and commitments to both customers and industry.
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Most big-ticket purchases in aviation and related industries are considered purchases. It is the job of marketing to understand what is important to decision makers and influencers in terms of feature, function, and cost benefit. Those are the issues that will be weighted against the competition when the rational purchase process begins.
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Aviation marketers are creatures of habit. When challenged with the myriad of digital marketing strategies and tactics available, they go back to what they know and are comfortable with – interruption-based marketing led by print advertising with media placement in trade publications.
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The goal of aviation marketing is to influence a particular group of people to take a desired action. If you’re an airline, it’s about building brand loyalty and selling seats. For a component manufacturer, it’s about having your product specified as part of an avionics system or airframe.
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Me–Ality is a “digital sizing station” installed in 30 malls nationwide. The stations take 10- to 15-second body scans of shoppers, matching their measurements against those of in-store and online merchandise to recommend brands, styles and sizes likely to fit and flatter them best.
Airlines looking to boost brand loyalty and net promoter scores could learn a thing or two from the lead of Me-Ality.
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Developing creative concepts that work through multiple communication channels is challenging. Even if the original concept was founded on customer insight, big data crunching, and support from the HiPPO (Highest Paid Person Opinion), realizing that you’re in a hole and going nowhere is tougher. People-to-people marketing is about making emotional connections and if it does not feel right, then most likely it’s the wrong creative execution.
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Jeriah Owyang, Industry analyst with the Altimeter Group, posted an article defining strategy and tactics by their associated actions. Below is my interpretation for aviation marketers:
Aviation manufacturers need strategic thinking and tactical execution to move the business forward. If you have strategy without tactics, then the big idea is never implemented. If you implement tactics without a strategy, you end up herding cats.
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“Commerce is about selling more products and services, but people are about desires and aspirations.”
Marc Gobe, Emotional Branding, Revised Edition
What do Victoria’s Secret and Virgin America share in common? Both understand the power of a brand culture and are able to translate that into a memorable brand experience. Aviation marketers that are seeking to define their brand need to consider a people-to-people marketing approach and understand that relevant brands are not based on messaging or logo design but on the experience associated with the brand.
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In the aviation industry all brands have competition. A successful brand goes past the product’s functionality of features and benefits and creates an emotional connection with their customers. Understanding what drives your customers’ decision-making process provides the foundation for brand differentiation and preference.
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Digital technology is affecting the 4 marketing P’s – Product, Price, Placement, and Promotion – by extending brand engagement. Adept aviation marketers are adding value to their brand by providing digital services that complement the user’s life style and the core product offering.
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Life After Advertising 2.0 