Video is one of the most powerful growth-driving mediums available to the private aviation industry.
Private aviation is rich with highly visual selling points. From nimble private jets soaring through golden clouds to glamorous interiors, private aviation has ample subject matter that is ready-made for video.
Video offers potential solutions to several big-picture growth challenges the industry faces.
- Personnel retention from ground crews to pilots
- Bringing Millennial and Gen. Z flyers on board
- Answering questions of environmental inefficiency
- …and more.
Here’s what you need to know to grow your private aviation entity with video.
Don’t Confuse Digital Video with Traditional Video
Digital marketing videos for private aviation entities should not be identical to their TV counterparts. Instead, they should plan for the unique characteristics of this ever-evolving medium.
Take a look at these questions to better understand how digital video differs from traditional TV.
- Have you created a spot that hooks viewers before the “Skip Ad,” pops up?
- Have you optimized your calls-to-action? These videos can be clicked on, unlike TV commercials. Designing content for this moment is key to growth.
- Is it shareable? How can you make your materials so entertaining, people see them as content, rather than an irritation that comes before the video they really wanted to see?
Digital video marketing is its own art form. You need to make sure you are using both TV and digital video platforms to their fullest potential.
Tap Into the Culture of Social Media Lifestyle Influencers
Millennial entrepreneurship has an enormous component of public persona building thanks to the age of social media. No matter how democratic prices become, your private aviation content will always be about the lifestyle it entails.
Flying private is about the ease of being able to stretch your legs out, and stroll around a cabin, or the fun of firing up your entertainment system for recreation or a business presentation. It’s the fresh feeling of landing ready for a meeting after unwinding in the onboard shower. All of these aspects, and much more feed into the brand image of many social media influencers. These influencers reach Millennial and Gen Z. audiences, and can often mainstream a brand with a couple of posts.
Gear Internal Marketing Videos Towards Retention and Relevance
Growth starts with retaining your core personnel. We’ve been focusing on consumer outreach, but let’s talk about internal videos as well. It may well be time to replace that series of grainy PSA-style videos shot in 1984, especially in the context of industry-wide retention problems.
Target your internal videos towards the following personnel priorities:
- Their path towards a better work-life balance
- Their internal mobility within the organization (cross training is important)
- Setting an upbeat cultural tone. Workplace culture stories spread fast in a tightly-knit industry like aviation.
Recruitment problems tend to revolve around the bullets above. Studies have found that personnel move on when they start to feel trapped. Video is one of the easiest-to-consume ways for you to implement a workplace culture where all your team members see paths towards earning more and learning more.
Use the Best Data Analytics and Targeting Tools Available
Publishing a marketing video online gives you access to targeting tools that let you reach consumers specified by:
- ..and more factors
This is so important given the generation challenges that face the private aviation industry. You can target Millennial and Gen. Z consumers by interest to generate interest in becoming both consumers and aviation personnel. You can assess the engagement each video earned with carefully tracked analytics and set benchmarks of success for your efforts. This lets you improve your results over time by tinkering with CTAs, and refining your targeting strategies once you have data from which insights may be drawn.
Be Informational, Especially About Eco-Conscious Initiatives
Studies show that Millennials prioritize eco-conscious brands in all industries. Many private aviation brands can boast of green innovations in their jets, or partnerships. Video can help you bring these efforts to the forefront of your brand. This type of informational material has gone viral in video form in the past. Never listen to anyone who guarantees a viral video, but you can analyze why certain viral campaigns have been shared time and time again, and aim to recreate the type of work they did. If you have something important to say about your brands like green initiatives or eco-conscious research, you can promote this to the many, many people who share those interests online. This is also an excellent subject matter for podcast appearances, content marketing articles, and the many types of media that go into brand development.
The Next Step in Growing Your Private Aviation Brand Through Video
Offland Media is a premier digital marketing agency for the private aviation world. Our team of aviators, influencers, videographers, data geeks, and marketers will help you bring your private aviation brand into the 21st century. Email us online to learn more.