6 Effective Airline Marketing Strategies to Revitalize Business

Anusree Bhattacharya | August 31, 2021 | 448 views

The airline industry has been an extremely tough marketplace. It takes a lot of effort to stand out from the competitors and to run business amidst everyday challenges to become top airlines in the country or worldwide. Yet, out of all this, the airline industry has maintained its dignity and has been successfully driven through market challenges.

Aside from the unique dynamics of the current COVID-19 crisis, marketers before used aviation marketing tactics in a standard way. But, the sudden outbreak of the COVID-19 pandemic made aviation marketing exceptionally challenging for airlines worldwide to forecast demand and kickstart airline businesses in the future.

But, as of now (after a year and half months from the pandemic outbreak), there is a lot of excitement about airline branding, airline marketing strategies, airline advertisements, and more. As a result, businesses are becoming confident that revitalizing their strategies would now take off effortlessly. Yet some challenges and many other uncertainties need to be addressed regarding the fast-changing business models, travel demand, revenue generation, sales, stability, and a lot more in the restart period.

Let’s put some light on those uncertainties in the airline industry.

The Uncertainties

As per IATA (2020), the change in the airline business model creates additional uncertainty. It has been observed that the present state of the economy is the ultimate game of risk to airline revenue management and planning. This includes airline marketing strategies, airline advertising campaigns, and prospects of branding as well.

The recent shift in business patterns have been caused and triggered by various events such as:
  • A sharp decline in demand stimulation techniques applied by airlines
  • Signs of disruption entering the market in the wake of the COVID-19 situation prevailing in countries
  • Disruption of profitable plans for future
  • Changing consumer behavior
  • Missing data connections and collection

As a result, these uncertain events demand a call for action across the entire airline sector value chain. The call must be initiated based on creative marketing strategy, prioritizing personalization, sustainability, and profitability.

Now, the question ascends, why does your marketing team need to think out-of-the-box altogether to re-create airline marketing strategies.

Read about it next!

Why Airline Marketing Strategies Need to be Out-of-the-Box

With the changes occurring in airline market dynamics, airline businesses have to reshuffle their marketing strategies. They have to be quick as novel opportunities are continuously pouring in. Despite the current situation that has put the airline market under stress, it has provided the foundations for a range of new blue ocean opportunities. This is where you can hop on those opportunities to re-scale your business.

Therefore, the internal and external variables have to be considered in any forecasting activities of airlines, including revenue management, pricing, network, and marketing planning.  In other words, game-changing strategies are born of thinking out-of-the-box—a leap into the unexpected.

Here, creating effective aviation marketing strategies will fulfill the need to pursue a new product differentiation and revenue management angle. Doing so will also instill confidence back into the base of your airline business, including stakeholders. This is how your business can become successful again.

By now, you must have understood that this is where the power of marketing in aviation can play a vital role in diminishing all the challenges. But before your marketing head towards creating robust aviation marketing strategies, you should first know about the approach of 3 Cs to make a successful marketing venture.

3 Cs to Consider While Marketing Your Aviation Business

Marketing, as per the current scenario, will require rock-hard strategic preparation. Similarly, in aviation marketing also, your team needs to ensure consistent preparation. This continuous process will help the business build progressively in a constantly changing aviation business environment and fluctuating demands.

Following this approach will help better in building innovative strategies and simultaneously exploring a wide range of possibilities.


Contrast

Before your marketing team heads to the stage of the plan, consider the assumptions bracing up in the current airline industry’s status. Then, your strategists should get hands-on to identify the possibilities to come ahead along with its results.


Constrain

Keep a look at the limitations stirring in the current airline market scenario. Then consider how the prevailing weaknesses can be converted into strengths to become successful among your competitors.


Context

To create out-of-the-box airline marketing strategies, which include airline advertisements, airline advertising campaigns, and more, you should plan to have a different context to stand out terrifically among other airline companies. In addition, marketing this way will give you surprising insights and help you emerge afterward through challenges that occurred due to the pandemic.

Now that you are aware of the critical things to consider in creating airline marketing strategies. It is time to go ahead with creating strategically planned strategies.

Here are some effective strategies discussed that would help to revitalize your airline business.


6 Airline Marketing Strategies


Introduce Loyalty Programs

The airline business is known for its range of offers of loyalty programs according to the target audience. Nearly all airline businesses create their ways to cater programs to a particular audience group or in general. However, loyalty programs work the same at the core, but to encourage audiences in the current time, you can offer different perks to them. So, be creative in creating campaigns, and you will find that your loyalty programs are capitalizing on your revenue and benefiting customers together.

Distinguish your Brand and Position Yourself

Branding and positioning have become essential for businesses operating in this pandemic time, where the market is now hugely competitive. So you have got to be quick to get your company identified by your customer base as well as the target ones.

While proceeding in this manner, your best strength will distinguish you from your competitors serving in the same area. To make your brand image outstanding, you need to study customer demographics related to airline services.

On the other hand, depending on the brand image you want to cultivate, you may need to create airline advertisements accordingly. It is because your brand will communicate a message to the worldwide population. And it’s important to consider how you want your target audience to think of you before you brand and position yourself through advertisements, social media platforms, and more. This is how you will be able to position yourself in every day changing aviation market dynamics.


Be Creative with an Airline Advertising Strategy

Out-of-the-box airline advertising strategies can help your business outshine amidst insane competition arising. It is because now you have to adjust according to the modern world scenario. Here, creative content plays an important role. Moreover, as you must be working remotely, the idea of using content marketing will massively support your advertising strategy. It would engage and inspire customers to leverage your services, and, ultimately, your revenue will take off once again. 


Introduce Paid Ads

Now that you have a planned airline advertising strategy, you can also consider introducing paid ads in it. Yes! With the help of paid ads, you can target a location-wise audience more precisely.

Paid ads also help in revenue generation and collaborations. These aspects are directly proportional to the profit earned out of implementing strategies. For example, paid ads may involve videos creation on YouTube to create brand awareness on your website, landing pages, or content (articles, blogs, etc.) page. By doing this, your brand value is going to skyrocket than what was it before.


Set a Strategic Social Media Campaign

Social media campaigns are the best ways to reach your customers and target audiences under airline marketing strategies. Spreading your brand voice through different social media platforms will help you humanize your brand and deepen relationships with a larger population. In addition, other airlines use social media to reward customer loyalty, so you can also indulge in activities for the same.

For this, your marketing team should study which platforms your customer base visit frequently. Then, based on your research, you can do promotions, provide updates, make announcements, expand services or give some behind-the-scenes look of your company to customers as well as targeted audiences. It is because they appreciate participating in such events and get satisfied by relying on your company.

During an interview with Media 7, Didi Horn, Chief Executive Officer at SkyX, made a statement. He told,

“We have found that Linkedin has contributed the most to brand awareness over the years. In our business, there’s a very specific and niche target customer that we want to reach, so we don’t hesitate to invest in doing what it takes to build strong, lasting relationships.”


Marketing leaders like Didi Horn and more are becoming successful with their marketing activities on LinkedIn. Similarly, you also use LinkedIn—as one of the most influential social media platforms to spread the word about your business activities and reach out target audience easily.


Practice Influencer Marketing

Yes, you heard it right!  Influencer marketing is booming in the current pandemic scenario. This is the best way of earning better ROI. Implementing influencer airline marketing strategies would help realize your business goals.

So, what goes under this marketing strategy?

The formula of storytelling through content is considered beneficial to increase airline business. Adding transparency in the strategies can also be one formula while practicing influencer marketing. Implementing this strategy will attract more audiences because they get influenced by interesting content, storytelling, company behind the scenes. This humanizes the brand altogether, giving audiences a factor of trust and loyalty.

As you have entered a completely different business scenario in the airline industry, your company needs robust marketing strategies.

It’s important to understand that change may be predictable, but growth isn’t. Business growth highly depends on all the little things you do consistently to make it happen. Since you’re competing with many other airline companies, developing a strategic aviation marketing plan can boost sustainable business growth.


Frequently Asked Questions


What is an airline marketing strategy?

An airline marketing strategy is a well-planned method in action that businesses create to fulfill goals such as boost revenue, surge engagement with customers, create brand visibility, positioning, target potential audience, and a lot more. Companies invest time and money to create a robust plan so that businesses can run effortlessly.


Why is airline marketing strategy important?

Airline marketing strategies are important for airlines to stand out firmly among the competitors, position their brand, create awareness among the existing customer base and attract more and more potential audiences through various online platforms.


What are the top 3 marketing strategies for the airline?

Although the marketing strategies involved in a business are critical, the top ones can be the following.
  • Email marketing
  • Social media
  • Paid media advertising

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Cirium Launches First Phase of Satellite-Based Aircraft Maintenance Tracking

Cirium | November 25, 2022

Cirium has revealed today the aviation industry’s first satellite-based aircraft maintenance tracking feature in its Ascend Profiles module.Its new Ground Events feature enables aircraft and engine manufacturers, maintenance, repair and overhaul service providers, parts suppliers, lessors and insurers to monitor and predict future aircraft maintenance events. This means businesses can better understand when and where an aircraft last had a maintenance event and forecast its next visit. It also helps to identify aircraft transitions and define strategies around how and where maintenance and aftermarket budgets are being allocated by operators or owners. “We are innovators and constantly looking to surface new ideas to empower the aviation industry.“By tracking each Ground Event of an airline’s aircraft, we can identify whether it was for redesigned cabins, new aircraft branding, a maintenance event, or for its return to service.” Jeremy Bowen, CEO at Cirium The first phase of the new Ground Events feature captures all instances when aircraft spend over seven days on the ground and identifies the aircraft registration, airport, arrival date and time, departure date and time, ground event duration (in days) and aircraft age. For specific airlines the feature showcases the types of maintenance activity and the provider. The new feature demonstrates the power of combining Cirium’s unrivaled fleets and advanced satellite-based flight tracking data with the MRO locations and MRO relationships data. In one example, it shows Air France has been redesigning the cabin interiors of all 15 of their Airbus A330 fleet to match the interiors of their A350 aircraft. This reflects the carrier’s focus on enhancing the passenger experience and benefitted the airline when air travel started to return post the COVID-19 lockdowns. All 15 A330s were ready to return to service with the new interiors installed in July 2020. Meanwhile, the feature shows how Lufthansa returned five of their Airbus A340s, which were due for retirement, back into service as the pandemic impacted the deliveries of new aircraft. It further records how the airline partnered with IAC in Dublin to repaint the A340s in the new Lufthansa livery and regular maintenance checks were conducted by Lufthansa Technik Malta, Lufthansa Technik Philippines, and Joramco. Given the increased demand during the pandemic for the shipment of PPE and the rise of ecommerce, Cirium’s Ground Events data shows how Federal Express (FedEx) were able to maximize their fleet and leverage strong relationships with their maintenance provider. FedEx ramped up their cargo flights, utilizing young aircraft – around one-to-eight years old – and maintained a consistent two-year maintenance cycle. The Ground Events feature is part of the Ascend Profiles User Interface (UI) which visualizes aircraft intelligence of airline and lessor profiles and provides quick insights around aircraft types, airport locations, OEMs, MROs and more. The is available as an app and works across desktop, mobile and tablet. Find out more. About Cirium Cirium brings together powerful data and analytics to keep the world moving. Delivering insight, built from decades of experience in the sector, enabling travel companies, aircraft manufacturers, airports, airlines and financial institutions, among others, to make logical and informed decisions which shape the future of travel, growing revenues and enhancing customer experiences. Cirium is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.

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