Aviation Marketing: Finding your voice

A brand story requires a social point of view

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.

Digital platforms from Twitter to You Tube to email have empowered companies in the aviation industry with the ability to become their own publishers and broadcasters. Early adopters of social marketing embraced the idea of self-publishing as a means to reduce advertising costs. As social marketing platforms matured, content migrated from a low cost replacement for a traditional advertising channel to conveying a larger story through the brand’s good deeds.

Orchestrating your brand story may sound like an easy task; however staring at a blank sheet of paper quickly brings home the reality that the brand story requires a social point of view. By this I mean, what are your company values and how are they contributing to the betterment of the aviation industry?

Developing a social point of view

The mission of any company is to make a profit from goods and services produced and sold. However, in the social marketing landscape, pure profit motive needs to be combined with the idea that products and services produced also make the world a better place to live.

Proactively listening to customer concerns posted on social media platforms provides the insight necessary to develop strategic social messages that resonate with customer’s values and concerns.

For example, in the biofuel market, Shell Global has an Environment and Society section on their corporate website. Content features their pioneering efforts on making ethanol from Brazilian sugarcane. Blending this biofuel with standard petrol can reduce CO2 emissions by 70% when compared to standard petrol.

Michelin is another example. Their aircraft tires produced using NZG (Near Zero Growth) technology reduces the tires’ weight and increases longevity, resulting in a tire structure that is more impact and damage resistant. The reduction in weight contributes to fuel savings while increasing passenger and freight capacity.

Brand values are derived from the social culture of the company. Companies that do well by their customers also do well for themselves.

Additional articles you may find of interest on this topic:

Should your brand be aligned with a moral cause?

Why aviation brands need emotional engagement

Marketing excellence requires focus and clear positioning

Aviation Marketing: Delivering the goods for visual storytelling

Source: generalelectric.tumblr.com via GE on Pinterest

How aviation manufacturers are using content sharing sites to tell their brand story and deliver on the brand promise.

Aviation manufacturers are active participants on content sharing sites. Whether by design or happenstance, photos of their products are shared, commented on, and liked by people that are passionate about aviation.

These sites present a ready-made inbound marketing opportunity for brands to gain a competitive advantage by creating an emotional connection with the viewers and present their brand story through visual storytelling.

8 content sites to watch:

  1. You Tube – A subsidiary of Google.  A free video sharing site where videos  can be uploaded, viewed, and shared .
  2. Twitter – an online social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as “tweets.”
  3. Facebook – the 800-pound gorilla of social networking sites.Facebook has more than 845 million active users.
  4. Flickr – a subsidiary of Yahoo. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media.
  5. Pinterest – Hyper growth social content sharing site. Users of Pinterest curate themed boards, populating them with media found online using the “Pin It” button, or uploaded from their computers.
  6. Instagram – a free photo sharing application that allows users to take a photos and apply a digital filter, then share them on a wide variety of social networking services, including its own.
  7. Tumblr.com – a microblogging service and social networking website that allows users to post multimedia and other content to a short-formed blog, called a tubmlelog.
  8. Google+ – Google’s latest effort to take on Facebook. The site integrates social services such as Google profiles and Google Buss, and introduces new services identified as Circles, Hangouts, and Sparks.

How aviation and airframe manufacturers use these sites:

  • General Electric recognized early on that social media held great potential as an internal and external communication tool. Visual storytelling reinforces their positioning. Check out their Pinterest board: Badass Machines .
  • Gulf Stream Aerospace taps into social networks to showcase their latest über luxury jets as they travel around the globe. Their page on Facebook tells their brand story through an innovation timeline starting in 1959.
  • Cirrus Aircraft, recognized as the most advanced single engine aircraft on the market today, uses their Pinterest boards to tell their brand story through cockpit images of advanced avionics and exterior images of the airframe parachute system of their new personal jet.