Aviation Marketing: How to use #hashtags effectively

Hashtags provide short cut links to events, people and businesses.

Hashtags provide short cut links to events, people and businesses.

Knowing how and when to use hashtags can increase brand adoption

Lynne Serafinn, author of The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell, wrote an article on how and when to use hashtags on Twitter and Facebook. Below is my interpretation for aviation marketers. Continue reading

Aviation Marketing: Finding your voice

A brand story requires a social point of view

A brand story requires a social point of view

Defining your values improves your brand story

Aviation companies that are practitioners of people-to-people marketing spend their marketing capital wisely by defining their position and understanding their point of differentiation. This due diligence leads to delivering key messages in clear concise terms that are easily understood by the constituents with whom they wish to do business. Continue reading

Big brother and marketing ROI

Big brother is watching

Know where the line is between user privacy and data collection.

Digital ushered in the era of data collection.  For aviation marketers, digital offers big data and unlimited possibilities for ways to track advertising and marketing effectiveness. The “C” suite demanded accountability for marketing funds and data houses responded by monitoring and tracking click-throughs, websites visited, time on page, and time of day, basically offering a very specific connect-the-dots profile of our web usage. Continue reading

Aviation Marketing: 7 social marketing trends for airlines

Blog_77_irlines are embracing people-to-people marketing

Airlines are embracing people-to-people marketing

“The State of Airline Marketing,” published by Airtrends.com and SimpliFlying, takes a global look at innovative social marketing trends using case studies. The report identifies trends such as experiental, location-based, co-creation and social loyalty incentives. Below is my interpretation of their report with focus on people-to-people marketing trends. Continue reading

Aviation marketing: Why bother with branding?

Why bother with branding?

Our experiences, values, DNA makeup and beliefs drive our unconscious decision towards a specific brand

Our emotional connection with a brand is an unconscious decision

Product and service innovation in the aviation industry comes from improved features and functions. On the flight deck, it can be a chip-driven avionic component that replaces a mechanical legacy system, to the cabin, where passengers are plugged into inflight wireless connectivity while enjoying their lay-flat seats — these innovations are the result of engineering. Continue reading

5 reasons why aviation manufacturers need to embrace people-to-people marketing

The connected customer gathers information from a multitude of online sources before coming to the final purchasing decision

The connected customer gathers information from a multitude of online sources before coming to the final purchasing decision.

The connected customer spends more time on social media than with watching television, listening to radio, or reading a newspaper. Cloud-connected smart phones, tablets, and laptops are the predominant tools of the connected customer. They absorb information from many different sources and share their experiences with followers on social networks. Continue reading

Aviation Marketing: Finding the sweet spot for social marketing

Blog_74_Sweet_Spot

Sharing your experience with the aviation community opens the door for creating a brand preference.

Darron Rowse, founder and editor of ProBlogger Tips, published an article showing new bloggers what they should blog about. While reading the article, I realized a parallel to what aviation marketers should be doing with their online advertising and social marketing efforts. Continue reading

Aviation Marketing: How to engineer a social marketing strategy

How to engineer a social marketing strategySocial marketing is not free – it requires time, money, and resources

Social marketing is an all-encompassing term that covers very specific strategies and tactics designed to engage customers and prospects. When considering the addition of social marketing into the marketing mix, it’s best to review current marketing strategy and determine where social marketing will have the greatest impact. Continue reading

Aviation Marketing: How to gain influence through understanding

People-to-people marketing starts by understanding the customer’s point of view

People-to-people marketing starts by understanding the customer’s point of view

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. Continue reading