aviation marketing

Aviation Marketing: What’s your media strategy for brand engagement?

/ Bailey Burk / Leave a comment
Mobile people-to-people marketing
In the digital ecosystem, brand engagement is achieved by continuing the conversation.

I recently attended a seminar put on by the Digital Knowledge Centre in conjunction with the American Association of Advertising Agencies. The topic for the full day event was integrated digital brand strategy.  An excerpt:

First aviation marketers should fully grasp the explosion of media channels and how that is impacting the distribution of content. In the modern media landscape brand engagement happens in three categories — bought, owned, and earned media.

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Emotional branding requires delivering a memorable experience.

/ Bailey Burk / Leave a comment
Emotional memory creates a connection to the brand.
Products fulfill needs. Experiences fulfill desires.

In Marc Gobé’s book, “Emotional Branding: The New Paradigm for Connecting Brands to People,” Gobé puts forth 10 commandments for emotional branding. One I found particularly relevant for aviation manufacturers and marketers was the premise:

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Aviation Marketing: Ryanair, the marketing brilliance behind the commodity-priced airfare

/ Bailey Burk / Leave a comment
Call it what you may, Ryanair’s marketing is shrewd and laser focused

Ryanair’s CEO, Michael O’Leary recently called his customer “idiots.” Having never had the pleasure to fly Europe’s largest low cost carrier, I was glad not to be classified as one of the above. Yet from the decidedly colloquial North American viewpoint, it is a revealing look into Ryanair’s branding strategy.

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Aviation Marketing: Don’t rule out emotional connections in the purchasing process

/ Bailey Burk / Leave a comment
Connecting with your customers’ emotions can create a brand preference

In aviation marketing, the purchase decision is often solely based on the performance specifications of a product. Each product on the market, no matter the manufacturer, will fulfill the client’s baseline need. With different products of standard utility competing for business, one way to differentiate is by manipulating the price point. Although not terribly flexible, a price can be offset by manipulating variables within the company such as service, warranty, and delivery policy.

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Aviation Marketing: Social Media is not going away

/ Bailey Burk / Leave a comment
Like-minded people
The primal appeal of social media is the connectedness of like-minded people

In recent years, the emergence of different social media technologies has spurred a revolution in the aviation marketing. Today’s market necessitates that aviation manufacturers utilize these tools as an integral component to help build brand value.

“The Social Economy: Unlocking Value and Productivity through Social Technologies,” published by McKinsey & Company, presents a forward view on how social technologies impact value creation for manufacturing and service companies.

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Aviation Marketing: Emotional ties create strong brand loyalty

/ Bailey Burk / Leave a comment
Differentiating your brand starts with making personal connections

Those involved with aviation services and product manufacturing pride themselves on providing flawless products that perform to the highest of specifications. In their eyes, the functionality and reliability of their products define their brand story. However, looking through the perspective of the purchaser reveals a different picture.

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Aviation Marketing: Customer Insights or Blinding Glimpse of the Obvious?

/ Bailey Burk / Leave a comment
Insights are not shiny objects. Many times insights are buried in the customer’s emotional connection to the brand.

Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.”

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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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