Aviation Marketing: Emotional branding requires delivering a memorable experience

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: Continue reading

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

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. Continue reading

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

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. Continue reading

Aviation Marketing: Generate More Revenue by Providing a Better Brand Experience

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. Continue reading

Aviation Marketing: Digital Adoption and Content Creation

tablet adoption provides aviaiton marketers with new ways to connect

Smart phone, E-reader and tablet adoption is providing aviation marketers with new ways to connect with a diverse audience.

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. Continue reading