What Plane Could Bulgaria Air Choose For Fleet Modernization?

| February 3, 2020

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As spring fast approaches, Bulgaria Air is pondering the next steps it needs to take as a part of its fleet modernization. According to the Bulgarian national flag carrier’s CEO Yanko Georgiev, a decision on which aircraft Bulgaria Air wants to buy could happen before the summer. While talking with international aviation news website AIN online, Georgiev said:

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Three Aviation Content Marketing Successful Stories

Article | August 31, 2021

Let’s be honest! Customers support advertising. But they seek out information. In a marketing world where advertising reigns, aviation customers want well-researched, proficiently crafted informative content that tells stories, explains products, and helps them make smart decisions. Content: Builds Credibility and Influence with Information When you make a decision, you seek out the most credible sources of information available on the internet or off the net. However, for many aviation consumers, content types like publications, blogs, whitepapers, and other high-quality are the most preferred to read. A consistent flow of information maintains the credibility of your publication and communication with your clients, customers, or stakeholders. This can only be possible when you have a good content marketing strategy. Good content marketing, as marketers say, is an all-hands-on-deck affair. Strategizing, content production, analysis, audits, and reviews play a vital role in creating great content marketing ideas. In addition, you need to coordinate with different departments to meticulously create a plan of action that hits the right audience at the right time with an accurate message. But remember, even if you plan it in the right way, things can go wrong. And you might feel that nothing more can be done, even having perfect airline marketing strategies. So, in such a moment of disparity, for your aviation marketing, it’s helpful to revisit some of the most amazing content marketing strategies successful stories out on the internet to get inspired and give a new perspective to your next content marketing ideas. Content Marketing: Stories Let us have a look at the excellent content marketing success stories. The following examples showcase the suitable approaches you can have for your next content marketing campaigns. So, take a look and learn to craft a better strategy. JetBlue’s Campaign Towards Passenger Concerns The airline industry has had its share of ups and downs in executing airline marketing strategies and airline advertisement plans since the pandemic outbreak in 2020. Under such conditions, low-cost airline JetBlue showcased its brand stand above all these struggles. Their content marketing strategy that creates compelling, engaging, and informative content consistently helped convey the brand message to the audience and build brand image. The Strategy JetBlue’s content marketing ideas focus on humanizes its approaches. For example, the company launched a campaign that awarded passengers with rewards points. The airline’s digital marketing strategy, at every level, has a unique way of providing information to its audience and offering solutions. This way, it offered the clients more reasons to engage with its brand. The brand used blogs and media coverage to engage with its clients. Here are the following content strategies it used: Timely published airline articles attracted instant attention of visitors to the website. The information provided in the article was about the usage of technology and successful collaborations to ease the operations. Filled the website with timeless articles that served information to overcome the pandemic challenges and provide value in real-time. Always tried to go with the trends, latest news, and updates. As updates were in time, it maximized clicks and engagements. The Outcome Content published and strategies implemented successfully enabled JetBlue to acknowledge their audiences’ concerns. The information provided solved the persistent problems of the audience. This approach resulted in a significant hike in the percentage of website visitors, which eventually grew traffic. Copa Airlines’ DotDigital Copa Airlines, like other airlines, also wanted to streamline the operational processes allied with content marketing campaigns, emails to target the most of audiences, and stabilizing its market position. It was all because the manual process took up a long time and contributed to accuracy errors. As part of its recovery plan, it also wanted to become more agile in its email and content marketing by synchronizing the gap between website visits and email triggers to focus actively on capitalizing on the demand. The Strategy Copa Airlines’ partnering with dotdigital, a marketing and engagement platform, successfully implemented the campaigns. It focused only on active audiences and accurately understand the purpose. By employing powerful content creatives to create and automate email copies with variations, it was able to restructure the process and added personalization that subjected audiences’ demands and preferences. The Outcome Copa enhanced its brand visibility, which boosted conversions by 2%. This result led to a 14% hike in revenue, thus improved its ROI. With the addition of automation and personalization, Copa also experienced an 11% drop in unsubscribe numbers. This pointed towards the increased engagement of audiences with the new content marketing strategy. AirAsia’s Media Business Expansion AirAsia’s topmost concern towards its business expansion was content marketing, media, data, and adtech. The brand wants these functionalities to perform on the top in revenue growth and lift its performance in 2021 & beyond. To grow its business, it focuses more on engagement and providing value to its audience. It seeks to build a more substantial base of audiences than before. Since early 2020, the brand accelerated its digital business by demonstrating product offerings through blogs, video, and chats. The content information provided through the content marketing strategy was more authentic, relevant, and delivered significant value to customers. The Strategy The brand runs campaigns using self-service adtech and content platforms. The company has a deal with Universal Music Group (UMG), through which it created RedCarpet that focuses on smart campaigns with the help of content creation capabilities. The Outcome The critical part of the RedCarpet initiative is it created multiple partnerships signed for the upcoming quarter of 2021. It also introduced flexibility in tech offerings to the customer through various content generation on its website and social media channels. But, most importantly, the brand took a step ahead to enhance content services as a publisher. This is a new investment straightaway to become the pandemic warrior in the airline industry. The brand envisions surged engagement among customers and potential audiences once travel restrictions are lifted. Thus, AirAsia’s database will have more users in the coming years. Frequently Asked Questions Why is the need to educate audiences in the airline industry becoming necessary? Today consumers are becoming smart. They are saturated with businesses offering the same repeated product or service. So, being educated help them to make informed decisions. And creates loyalty towards the brand along with a long-term relationship. How can content marketing help to address target audiences in the airline industry? Content marketing can help in addressing the queries of the client at various levels of the process. This strengthens a positive outlook towards the brand and probably motivates them to become part of the brand. How to use content marketing to increase brand image in the airline industry? Follow these steps to increase your brand image using content marketing: Create a brand that tells a story about offerings to the audience Research on the unexplored side of your industry which is still untouched and thus attract eyeballs to drive your brand Think of expanding content created out of your research Create evergreen content pieces Create a live website and include the easiest ways for visitors to approach { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why is the need to educate audiences in the airline industry becoming necessary?", "acceptedAnswer": { "@type": "Answer", "text": "Today consumers are becoming smart. They are saturated with businesses offering the same repeated product or service. So, being educated help them to make informed decisions. And creates loyalty towards the brand along with a long-term relationship." } },{ "@type": "Question", "name": "How can content marketing help to address target audiences in the airline industry?", "acceptedAnswer": { "@type": "Answer", "text": "Content marketing can help in addressing the queries of the client at various levels of the process. This strengthens a positive outlook towards the brand and probably motivates them to become part of the brand." } },{ "@type": "Question", "name": "How to use content marketing to increase brand image in the airline industry?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to increase your brand image using content marketing: Create a brand that tells a story about offerings to the audience Research on the unexplored side of your industry which is still untouched and thus attract eyeballs to drive your brand Think of expanding content created out of your research Create evergreen content pieces Create a live website and include the easiest ways for visitors to approach" } }] }

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BUSINESS AVIATION

Aviation Marketing: Budget Control is a New Survival Metric amid the Pandemic

Article | August 31, 2021

Skift research shows that 90% of airline marketers have dropped their marketing budgets due to the pandemic.The pandemic brought massive changes in marketing. Due to this, CMOs navigated through restricted availability of resources and shifted airline companies’ guidelines for months. CMOs find increasingly difficult to rely on conventional financial and managerial aspects like typical cost setting—the way profitability was being achieved, fuel consumption, accounting decision making, investments, manufacturing and more. Due to these challenges, airline brands are bound to sternly reevaluate their current and future marketing process to maintain a steady flow of income and increase ROI. So, it’s quite possible that your marketing tactics also may have suffered due to the pandemic. Right? And now you must think, “How much should your budget be for marketing?” It’s an important question. It’s because most aviation businesses do not have a considerable aviation marketing budget. The answer to your concern lies here, “spend the least amount that achieves your business objectives.” A lot has transformed since the outbreak of the pandemic. Yet, there are novel opportunities in aviation marketing activities. So, let's take a closer look at some of the opportunities that might help control your aviation marketing budget. Opportunity No.1: Invest in Paid Advertisements; they are cheap! Paid advertisements are becoming cheaper. These are in higher demand when it comes to aviation marketing. It makes sense because the way digital advertisements are making money is going to benefit marketers. First, the paid ads drive the cost per click (CPC), so investing here can increase the ROI. Second, as the pandemic forced companies to focus on all-digital processes, as it prompts the audience to spend more time online. Resultantly, traffic on the web is up, and there are lots of ads. It means ads are cheaper. Even conversion rates are increasing now. It’s because the ads online are evolving at the same rate as it was before the pandemic. Therefore, you must take advantage of paid ads to start with controlling your aviation marketing costs. Opportunity No. 2: Determine your Annual Customer Value The key to having controlled aviation marketing costs is to have an average customer revenue. If you haven’t calculated yet, then you should begin with it. Begin tracking the effectiveness of your sales and marketing efforts. Once you begin with it, you will calculate how much money is spent on every customer or a new customer. The other important aspect to consider is how wisely you spend the dollars in a limited budget. And that’s where a marketing plan comes into action. A well-improvised marketing plan may include proper tactics, tools, and platforms. But to implement all these things effectively requires an adequate budget. However, how to use them requires a thorough analysis and experts’ experience. Usually, marketers make a mistake by spending too much on a single marketing tactic. And this results in a considerable loss. So, to control your budget, be intelligent to concentrate on a selected marketing tool and platform. And then spend dollars on it. Tapping on this approach, you will create a cost-effective marketing plan, which will give better marketing results. Besides, your customers might equally feel satisfied by getting worthwhile results. Well, in reality, it will be easy for you to determine the annual value of money spent on each customer. Opportunity No. 3: Review Investment Plans When looking at the aviation marketing budget, it’s advisable to review investment plans carefully. The investment plan is crucial when you need to control your aviation marketing. Having an in-depth knowledge of it can lead you to save big. Also, it might bring opportunities further for your airline business. For example, in December 2019, JetBlue announced a marketing structural cost program. It aimed at producing $250-$300 million by 2020 through cost savings. According to the company’s 2020 annual report, the program emphasizes these points: Technical marketing operations Planning, automation, and executing efficient activities online .(Like on a website, social media platforms, online campaigns, and more) • Decreasing distribution costs • Tax reformation All these aspects demonstrate opportunities to propel business growth. We are extremely excited about the potential for increased business demand with the costs and tax cut. - Glen Hauenstein, President of Delta Airlines. So, consider if you can reduce, delay and/or eliminate non-essential marketing tasks or not. Then, find opportunities to help you do a transition from costly, inefficient technological aspects to more cost-efficient technology, thus, driving more valuable results. The bottom line is that you must understand where it makes sense to cut costs and where to make the proper investments because it's about bolstering your airline business. With the help of this, you can create value for customers, partners, and investors in no time. Opportunity No. 4: Encourage Innovative Digital Engagement Some of the top airlines like Delta Airlines and its marketing teams use innovative engagement methods through digitalization. Yes! After being hit by the deadly pandemic, Delta lost $60 million in cash each day. Delta CEO Ed Bastian revealed that Delta airlines reduced 80% of its operation. “Delta will weather the storm by sticking to our shared values of honesty, persistence, and service to our customers and our communities. We encourage digitalization to the core. And that has helped our customers easy to connect us.” - Delta CEO Ed Bastian With this approach, Delta further forecasts its revenue to rise by 90% by the end of 2021. So, you can see how investing in digital methods can help revenue rise without going out of budget or crossing the budget line. When you introduce automation, AR, VR in your aviation marketing efforts, it will drive value from existing customers and engage potential customers. For example, you can create innovative videos for social media, visual online campaigns, presentations, and more. Finally, remember to “Have Patience and Carry On” It is critical to managing finance, especially in global disasters like coronavirus. However, today's marketing budget may seem exhausting when aviation businesses compete each day. But it is helpful at the end of the day! Controlling your aviation marketing costs will lead you to increase your ROI. And this way, you will get valuable prospects, which is even more critical in the current scenario. Moving ahead with not-so-hard marketing budget control, you will require powerful leadership, top competency with courage and empathy, and the correct data, of course. So, having all these aspects and proactive measures in place, you will be able to outshine again. So, which one of the opportunities are you going to implement first? Frequently Asked Questions How do airline businesses do marketing? Marketing is the best practice to build trust among airline customers. The marketers offer rewards to customers so that they become loyal to an airline brand. They also run campaign activities, provide rich informational content, produce videos to educate and motivate customers. This is how engagement increases along with loyal numbers of customers. What are the leading airline expenses? The leading airline expenses are as follows: The employment process expenses. These expenses are the most critical operational cost of an airline (33.5%). Fuel expenses (19.6%). Sales and marketing expenses. They are approximately 15.7% on the rise. How do airlines control the marketing budget? There are several ways the airline controls its marketing budget. A few of them are: By conducting fuel-saving strategies Operation procedure simplification Introducing automation Technology implementation { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How do airline businesses do marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Marketing is the best practice to build trust among airline customers. The marketers offer rewards to customers so that they become loyal to an airline brand. They also run campaign activities, provide rich informational content, produce videos to educate and motivate customers. This is how engagement increases along with loyal numbers of customers." } },{ "@type": "Question", "name": "What are the leading airline expenses?", "acceptedAnswer": { "@type": "Answer", "text": "The leading airline expenses are as follows: The employment process expenses. These expenses are the most critical operational cost of an airline (33.5%). Fuel expenses (19.6%). Sales and marketing expenses. They are approximately 15.7% on the rise." } },{ "@type": "Question", "name": "How do airlines control the marketing budget?", "acceptedAnswer": { "@type": "Answer", "text": "There are several ways the airline controls its marketing budget. A few of them are: By conducting fuel-saving strategies Operation procedure simplification Introducing automation Technology implementation" } }] }

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Here’s What Will Happen Next to Corporate Airfares

Article | August 31, 2021

To paint a picture of what corporate airfares will look like once planes return to the skies is becoming more difficult by the day — if not impossible. Airlines, for one, have more pressing matters to deal with as they fight for survival during the ongoing crisis. Most in the U.S. will be working through the fine print of the $2 trillion U.S. stimulus package that throws them a lifeline of $50 billion in grants and loans. Other carriers, particularly in Europe and Asia, have already downsized and furloughed most of their workforce and are now turning to refinancing. Cases in point include Air France-KLM, which is now looking for $6.5 billion in state-backed loans, while last week Singapore Airlines revealed it had secured $13 billion in new funding.

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BUSINESS AVIATION

How to be eco-friendly in the aviation industry?

Article | August 31, 2021

Each year airlines begin new sustainability initiatives, experiment with biofuels, and offset their carbon emissions on selected flights; yet, sustainability should not only be a topic of discussion when an aircraft is in the air but also when it’s on the ground. In just one year, a Boeing 777, 787, Airbus A330, and A350, burn an extra 265,000 litres of fuel due to the 1% increase in drag. As a result, a full year’s operations of such an aircraft costs US$77,600 more than during the previous year. A dirty aircraft exterior is full of microscopic patches of dust and mud that impact the airliner’s operational efficiency by creating turbulent airflow across the whole fuselage. While the problem of additional drag is not new, there are no solutions to combat it other than performing regular cleaning of the aircraft’s exterior. Reducing drag – through cleaning – on aircraft fuselage, wings, engine cowlings, and stabilizer brings another challenge; how to remain sustainable while performing the exterior cleaning process? A popular, yet wasteful pressurized water cleaning technique requires more than 11,300 litres of water to clean one Airbus A380 aircraft and more than 9,500 litres to clean a Boeing 777. Traditionally, aircraft are cleaned four to five times per year, and with more than 48 thousand airframes in the world, the amount of water used each year is immense. As a result, the positives of clean fuselages are outweighed by the negatives of wasteful usage of expensive and environmentally important resources. This raises a question: whether it is possible to be eco-friendly in the aviation industry when one solution brings even more challenges than benefits? While the answer may look complicated, the definite answer is yes. The use of robots in household applications has proven that robotification is an inevitable and much-needed process to achieve even more efficient operational performance. One of the solutions to address the inefficient and time-consuming process of washing an aircraft fuselage is to employ an aircraft exterior cleaning robot. The market offerings like Nordic Dino, have been perfected and adapted to work with a wide range of aircraft fuselage types. Such robots are designed to minimize the use of water and detergent on every wash; saving more than 30% more water when compared to traditional washing methods. At the same time, built with sustainability in mind, the robots can be equipped with electric motors, further minimizing the environmental impact. “Sustainability and eco-friendliness should not be viewed as challenges or impossible achievements in the aviation industry. By utilizing the right equipment, finding alternatives to polluting methods, and increasing efficiency at every step possible, companies could come one step closer to operational efficiency as well as sustainability targets. Our offering, Nordic Dino can reduce the use of water and detergent and can be powered by electricity, reducing carbon and nitrogen dioxide emissions. By the robotification of the cleaning process we present a solution to MROs and dedicated aircraft cleaning companies to become green.” – commented Jan Brunstedt, CEO of Aviator Robotics AB.

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PlaneSmart! has been successfully providing hassle-free, convenient, and safe air travel to individuals, families, and businesses since 2003. Our programs deliver an unparalleled experience to both our pilot and non-pilot clients.

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