BUSINESS AVIATION

6 Effective Airline Marketing Strategies to Revitalize Business

Anusree Bhattacharya | August 31, 2021 | 9 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

Spotlight

Kingfisher Airlines

Kingfisher Airlines is India’s first and only Five Star airline, rated by Skytrax and the only one to offer a premium first class. Besides being the first and only airline in India to offer in-flight entertainment on every seat, Kingfisher offers LIVE TV with 16 channels of live and exciting content. The airline has received numerous awards for innovation, customer responsiveness and was voted the “Best New Airline of the Year”, within months of its launch. Kingfisher Airlines is a part of the UB Group that is one of India’s largest conglomerates with diverse interests and a global presence. The UB Group is also the largest Indian alcoholic beverages (beer and spirits) company and the second largest drinks group in the world. .

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DEFENSE AND SPACE

5 Digital Strategies for the Aviation Industry

Article | June 8, 2022

Whether you’re a small, newer airline looking to make a splash in the online world or a niche brand wanting to expand your customer base, you’ll need the right aviation marketing strategies in your arsenal. Similar to any other industry in today’s market, digital strategies are non-negotiable for brands in the aviation space who are hoping to connect with customers online and restore customer confidence in the aftermath of COVID-19. And if you’re looking to take your brand to the digital skies, you need impactful strategies that help you offer a seamless customer experience. Let’s look at five strategies you can use for your aviation marketing strategy. Aviation Marketing through Social Media Visibility is a hugely important goal to achieve for any business. After all, how can you hope to attract new customers if no one knows about you? This is especially true and important for smaller airlines or those not operating in the commercial space. 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Having a solid customer service strategy in place is more important than ever—specifically, having one that’s responsive, flexible, and digital. This means offering smart chatbots that can assist with frequently asked questions, detailed guidance online addressing common challenges that customers face, and over-the-phone support in multiple languages that can enhance an international aviation marketing strategy. Customer service might not seem like it matches with airline marketing, but going above and beyond for your customers is essential in creating the right reputation for your brand. Establishing your company as a gold-star service provider will not just give you something to shout about online, but it will also keep customers loyal and engaged with you too. 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Digital wallets that keep boarding passes safe and apps that store customers’ flight information are the norm now. Mobile apps are also fantastic for driving loyalty programs. With an interactive app where customers can collect and cash in loyalty points, you not only provide an easy way for customers to enjoy their rewards, but also make flying more accessible and cost-effective. In a post-COVID market, there is even more of an emphasis on contactless travel—another area where mobile solutions can play a key role. Phones allow consumers to have all their information handy, and other contactless technology helps facilitate airport management. Content that Creates Real Connections Digital content has the potential to reach a wider audience and, more importantly, turn readers into customers, so it should be included in any airline marketing strategy. Showing customers exactly what your company can do for them, and how you do it, is crucial for establishing strong branding and customer relationships. It’s how airlines can differentiate themselves from their competitors and add value to their services. Meaningful content that your audience will trust includes user-generated content that offers real insights into what it’s like to be a customer of your company, such as honest reviews and feedback from real customers. You can deliver this content in a variety of ways—e.g., blogs, videos, social media, PR—but however you choose to do so, be sure to keep the story at the forefront of your narrative to create those all-important connections with customers. Omnichannel Digital Experiences Alongside social media, there are a slew of other digital channels that should be considered in your digital strategy. This is hugely important because of the myriad ways that consumers interact with the online world nowadays. 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Spotlight

Kingfisher Airlines

Kingfisher Airlines is India’s first and only Five Star airline, rated by Skytrax and the only one to offer a premium first class. Besides being the first and only airline in India to offer in-flight entertainment on every seat, Kingfisher offers LIVE TV with 16 channels of live and exciting content. The airline has received numerous awards for innovation, customer responsiveness and was voted the “Best New Airline of the Year”, within months of its launch. Kingfisher Airlines is a part of the UB Group that is one of India’s largest conglomerates with diverse interests and a global presence. The UB Group is also the largest Indian alcoholic beverages (beer and spirits) company and the second largest drinks group in the world. .

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Dedrone Partners with South Carolina Law Enforcement Division to Secure Popular Cooper River Bridge Run

Dedrone | June 24, 2022

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BUSINESS AVIATION

View Smart Glass Improves Energy Efficiency and Passenger Experience at Phoenix Sky Harbor International Airport

View, Inc. | June 21, 2022

View, Inc. a leader in smart building technologies, announced that its smart glass has been installed at Phoenix Sky Harbor International Airport’s (PHX) new “Eighth Concourse” at Terminal 4, also known as T4 S1. The 275,000-square-foot expansion occupied by Southwest Airlines formally opened Monday morning, after a ribbon cutting ceremony attended Friday by Southwest Airlines’ CEO, Bob Jordan, U.S. Congressman Greg Stanton, Phoenix Mayor Kate Gallego, McCarthy Building Companies’ Southwest President, Justin Kelton, and View’s CEO, Dr. Rao Mulpuri. The new concourse, designed by the architecture team of SmithGroup and Corgan to take advantage of the terminal’s natural light and picturesque view, is enclosed with floor-to-ceiling View Smart Glass. The glass uses artificial intelligence to automatically adjust in response to the sun, maximizing access to daylight and outdoor views while blocking heat and glare to optimize passenger comfort and reduce energy consumption from lighting and HVAC by up to 20%. View Smart Glass plays an integral role in PHX’s plans to elevate the passenger experience and achieve LEED Silver certification. “We designed the Terminal 4 expansion to enhance the travel experience and reduce the airport’s environmental impact. View’s innovative technology directly supports both goals by improving passenger comfort while reducing energy demand.” Chad Makovsky, Director of Aviation Services for PHX “We wanted the Eighth Concourse to highlight PHX’s unique location in the Sonoran Desert and stunning views of the mountains south of the city, but we needed a solution to reduce the intense glare that comes with the region’s 296 days of sunshine,” said Russ Sanders, Vice President of Design Integration for McCarthy Building Companies, the general contractor for the project. “View Smart Glass helped us deliver a comfortable, energy-efficient environment without having to compromise on beautiful design.” In a study on natural light and the airport experience, passengers who boarded at gates with View Smart Glass were 68% more likely to report a higher satisfaction rate and rated the airport as 33% more modern, efficient, bright, and comfortable. A similar study on daylight and views found that seats at gates with View Smart Glass were 15 degrees cooler than those with traditional windows, helping passengers stay comfortable and enabling them to spend more time and money at restaurants, bars, and shops within the airport. “PHX recognizes that the airport of the future is not only smart and sustainable but fun and enjoyable as well,” said Kristi Crase, Director of Aviation Business at View. “Airports across the country are adopting View Smart Glass to transform their facilities into destinations.” PHX is part of a growing list of airports across the country with View Smart Glass, including New York LaGuardia Airport (LGA), Boston Logan International Airport (BOS), San Francisco International Airport (SFO), Dallas Fort Worth International Airport (DFW), Charlotte Douglas International Airport (CLT), Chicago O’Hare International Airport (ORD), Seattle-Tacoma International Airport (SEA), Memphis International Airport (MEM), Spokane International Airport (GEG), Bozeman Yellowstone International Airport (BZN), and the recently announced installation at Missoula Montana Airport (MSO). About View View delivers optimal human experiences in buildings. We started by revolutionizing something that hadn’t changed for centuries—the simple window—and in so doing, built the only complete, modular, cloud-native platform to deliver on the promise of smart buildings. View Smart Glass and the Smart Building Cloud transform buildings into responsive environments that continuously adjust to meet human needs for natural light, connection to nature, fresh air, and comfortable temperatures while improving energy efficiency and increasing profits for building owners and their tenants. Today, View’s products are installed and designed into more than 100 million square feet of buildings, including offices, apartments, schools, hospitals, airports, and hotels. About Phoenix Sky Harbor International Airport Phoenix Sky Harbor International Airport, America’s Friendliest Airport®, has an annual economic impact of more than $38 billion. Before the Covid-19 pandemic, approximately 1,200 aircraft and more than 125,000 passengers arrived at and departed from Sky Harbor every day. PHX Sky Harbor is funded with airport revenue. No tax dollars are used to support the airport.

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BUSINESS AVIATION

SITA FLEX-AS-A-SERVICE HELPS AIRLINES RAPIDLY SCALE PASSENGER OPERATIONS AS TRAFFIC NUMBERS SURGE

SITA | June 16, 2022

SITA announced the launch of SITA Flex-as-a-Service, a next-generation "beyond common-use" platform that allows airlines to provide a completely mobile experience to passengers while enabling the flexibility to rapidly respond to passenger's changing needs. With passenger numbers ramping up sharply in many parts of the world, airlines and airports have been hard-pressed to respond quickly. SITA Flex APIs will enable airlines to create new and bespoke passenger processing features and streamline their app development process, allowing them to scale far faster than in the past. Airlines no longer need to undergo lengthy and costly certification through their common-use providers to ensure smooth integration, giving them the freedom to deploy their applications how and when they like. The speed of deployment was demonstrated in a recent hackathon hosted by SITA and Microsoft where developers were able to build a working application within 24 hours. This means airlines can implement new services such as self-service bag tagging within days. Building on a long-standing partnership with Microsoft, SITA Flex uses Microsoft Azure, providing users the full benefit of the cloud without the constraints of a traditional common-use environment. Airline staff can now also be completely mobile, untethered from fixed points in the airport such as a check-in counter or kiosk. Agents can use their airline's applications on a mobile device, anywhere. This would allow staff to check-in passengers in remote locations or launch agent-roaming services in minutes to manage traffic peaks or irregular operations. Together these benefits offer airlines the tools to better manage rapid changes in the airport without sacrificing the passenger experience. "As the air transport industry moves towards a mobile-first passenger experience, we're excited by the agility and freedom that SITA Flex offers our customers, deploying their applications without needing to first certify changes and therefore reducing costs. For the passenger it means a rich, fluid, and convenient experience, using their mobile phone as a remote control for travel to easily manage things like check in and printing bag tags." Drew Griffiths, Head of SITA AT AIRPORTS About SITA SITA is the air transport industry's IT provider, delivering solutions for airlines, airports, aircraft and governments. Our technology powers more seamless, safe and sustainable air travel.

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