aviation

Does your brand embrace change?

/ Bailey Burk / Leave a comment

People-to-People marketing changes the approach to customer relationships.

When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things:  1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Yet many times after this suggestion is made there is resistance to change and a tendency to circle back and do things the way they are most comfortable with. This usually takes the form of reskinning their current website with the latest product iteration.

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Aviation Marketing: How to achieve brand leadership through content creation

/ Bailey Burk / Leave a comment
Brand leadership is about showing and telling the world what the brand stands for.

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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Aviation Marketing: Engaging employees in social media marketing

/ Bailey Burk / Leave a comment
People-to-people marketing uses social media to build relationships.
Social media provides insight into the customer’s brand experience

The website technorati.com has lunched a podcast series, “Social Brands & Influencers”. Technorati interviews top thought leaders and decision makers in the social media and marketing world. Liz Brown Bullock formally of Dell Computer and now CEO of the start up SASI provided her perspective on getting employees involved in social media marketing. Below is my interpretation for aviation marketers.

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Aviation Marketing: 7 social marketing trends for airlines

/ Bailey Burk / Leave a comment

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.

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

/ Bailey Burk / Leave a comment
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. Aviation manufacturers that do not shift their marketing tactics are endangering their brand and flirting with obsolescence.

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Aviation Marketing: Finding the sweet spot for social marketing

/ Bailey Burk / Leave a comment

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. Below is my interpretation of the article as it relates to aviation marketers creating content for their social marketing efforts.

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Aviation Marketing: How to engineer a social marketing strategy

/ Bailey Burk / Leave a comment

Social 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.

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What can aviation marketers learn from a body scanner for women’s jeans?

/ Bailey Burk / Leave a comment

Empowering customers via technology builds brand loyalty

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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