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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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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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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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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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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Blogging with no followers is like the sound of one hand clapping. Building a following can be time consuming and resource intensive. Below are 10 tactics for gaining traction and building a solid community of followers.
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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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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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In their Top Digital Trends Report, eMarketerTM predicts that there will be over 89 million tablet users, 53 million e-reader users and 148 million smart phone users in the United States by 2014.
If this digital adoption trend prediction is correct aviation marketers will have numerous platforms and networks with which to engage customers and prospects through out the purchase cycle.
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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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Life After Advertising 2.0 