Today, a few innovative aviation marketers are using social marketing to extend the engagement with key constituents during the sales cycle. Relationship driven, people-to-people marketing is generating brand awareness, highlighting thought leadership, and humanizing the brand.
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“Airlines Entertain Tablet Ideas,” published by The Wall Street Journal reports on air carriers ditching the old hard-wired seat back video systems, and moving toward wireless delivery of inflight entertainment and information via tablets. This is a growing trend and a great opportunity for innovative aviation marketers to provide a customized branded entertainment experience to an influential audience.
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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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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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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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Life After Advertising 