aviation marketers

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.

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Measuring Digital Display Advertising ROI

/ Bailey Burk / Leave a comment
Define what to measure before the campaign begins
Defining what to measure before the campaign begins in order to yield accurate quantifiable RIO data.

The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.

Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.

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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.

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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.

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Aviation Marketing: Marketing excellence requires focus and clear positioning

/ Bailey Burk / Leave a comment
The digital ecosystem is a disruptive force, leading many aviation marketers to take on too many capabilities instead of mastering a few.

Strategy&, Korn/Ferry International, and the Association of National Advertisers (ANA) recently conducted a survey of 350 senior marketing professionals across many industries to find out how the role of marketing is evolving at their companies in response to changes in the digital marketing and media ecosystem.

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Aviation Marketing: Social media extends your reach at trade shows

/ Bailey Burk / Leave a comment
Aviation component and system manufacturers can benefit from implementing social media and other online marketing tactics to engage with customers and prospects at trade shows.

In the aviation trade show world, most aviation component and system manufacturers find it next to impossible to compete for attention when the likes of Gulfstream or Honeywell dominate the landscape with giant displays and mega events.

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Why advertising is important in aviation marketing

/ Bailey Burk / Leave a comment
Advertising contributes to target audience knowledge and influences attitudes and purchase behavior. 

Aviation manufacturers that advertise are making an investment in long-term brand performance. Advertising has a multiplier effect – when integrated with other marketing efforts, it helps position and create a preference for the brand while building awareness with purchasers and influencers.

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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.

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Aviation Marketing: How to build a connected brand

/ Bailey Burk / Leave a comment
Aviation Marketers should view their brand through their customer’s eyes to determine its social identity.

Facebook commissioned Forrester research to evaluate how marketers are building brands in the connected world. The research revealed that most marketers believed that social media was important to brand building, however their current strategies were out of sync with how customers prefer to interact with their offerings.

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