Why Business-to-Business Marketing is Transforming to People-to-People Marketing

In 1958 McGraw-Hill published the famous “man in the chair ad.” This iconic image served as the rallying cry for decades of business-to-business marketing.

Remember studying “Mass Communications” in college? Mass communications was born out of the industrial revolution when manufacturers learned to make lots of the same thing via the assembly line. Henry Ford’s Rouge Factory was the model of efficiency, producing at times more than 1000 cars a day for a growing country. The assembly line concept also caught on with marketers.

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People-to-people Marketing and “Small Data”

Human insight combined with “Small Data” provides a better customer experience

Devin Wenig, President of eBay Marketplaces recently spoke with McKinsey & Company about how digital technology was transforming the retail marketplace. One of his insights that can apply to companies serving the aviation industry was his take on the importance of small data vs. big data.

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People-to-People Marketing: Engage, Connect, Influence

The goal for People-to-People marketing is to engage decision makers and influence their purchasing decision

If you feel a little out of touch with the whole marketing ecosystem today, don’t feel alone. There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions. Now, effective marketing is a mash-up of traditional B-to-B and digital P-to-P strategies with tactical execution determined by company size and where the buyer to be reached spends the most time.

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Does your brand embrace change?

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

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

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: Finding your voice

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.

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Aviation Marketing: 7 social marketing trends for airlines

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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