When it comes to jet membership marketing, many business owners might think that it’s going to take a special kind of content strategy because of the type of services offered. It’s indeed a premium select-service that only high-grossing companies and professional individuals would appeal to. According to CNBC, you’d have to gross at least $1.5 billion to own and maintain a jet. It could stand to reason that such a demographic would be difficult to reach. Thanks to social media, that isn’t entirely true anymore, but still a challenge.
The Awakening of Jet Membership Services
Jet membership marketing used to be a strategy that targeted only a small pool of demographics. Thanks to jet-sharing and the convenience of jet cards, the pool of private business travelers has increased significantly. The trend of jet cards has taken the private aviation business industry to a new level of recognition from affluential buyers who are slowly realizing that flying privately is a luxury that is within their financial means.
Jet memberships allow professionals to reap the practical and luxurious benefits of flying privately. This is the type of message that needs to be advertised to the right kind of audience. The problem is, not every private charter company knows how to execute a complete content strategy. Offland Media, an aviation marketing and information company, wants to provide you with a simple cheat sheet about the basics in jet membership marketing.
✓ Determine Who You’re Trying to Target
Accessing jet owners and their associates about jet membership probably can be done fairly easy. The pool of jet owners is not exactly small, but it could certainly be bigger. Informing them about the advantages of jet membership could benefit them as a jet owner. While jet owners might be able to spread the word about certain private charter companies by word of mouth, it’s going to take much more than that to propel the private business aviation forward.
Fishing in the same pool of exclusive jet owners and their business associates is a tap that’s running dry. The current demographics in the business aviation industry is approaching retirement and while this it was possible to skip over Generation X, dismissing the millennial generation is not an option, not if business aviation is to thrive.
The millennial generation is the target. Now what?
✓ Get to Know Your Audience
Honestly, it may have been a smoother transition if the private aviation industry adopted some of Generation X’s communication methods. This is the generation who could’ve truly stood as the mediator between the traditional private business aviation methods of the Baby Boomer and millennials. The rise of the internet and social media was birthed during Generation X’s peak. They are the ones who truly had to learn, improvise, adapt and overcome the integration of social media as we know it today. However, the millennial generation was simply born into it. To them, it is as American as apple pie and common as 8-Tracks were to Baby Boomers and the Walkman and Disc Man was to Generation X.
Who are the millennials?
You don’t have to necessarily agree or validate their culture in order to cater to their needs. You will lose your business with this way of thinking. Research your audience. Get to know their likes and dislikes. Know that the millennials are much more apt to buy into a service like a jet membership if it resonates with who they are and what they stand for. They are more likely to stay loyal to a service if the company advertises itself more as a personality rather than a “thing”. Millennials are more likely to buy into a product if they can find it through search engine results and can easily buy it through a mobile device.
✓ Organize the Structure of Your Content
Having a website isn’t enough anymore. It needs to be easily viewed through different devices with different size monitors. If mobile device users have to slide their finger across their screen just to read your content, you won’t get the conversions you’re looking to achieve.
Your website and online content must be mobile-friendly and structured so that users can charter a flight with ease.
You’ll also need to prioritize your content. There are plenty of benefits to having a jet membership. You can create content that talks about all of it, but the chances of an audience with a short attention span reading an in-depth piece of content is rare. However, search engines appreciate this kind of content, so in order to increase the chances of your content showing up on search engine results, such in-depth pieces are necessary. Still, you want to see to it that your most vital information is at the beginning and it must be engaging enough to want to make the person keep reading about jet membership.
The best way to go about creating engaging content is to present information that answers the questions:
- What’s in it for me?
- What is it?
- How much does it cost?
The traditional method of marketing might introduce what a jet membership is first, but millennials are looking at the end game.
How can a jet membership help me and make my life easier, cooler, and just better altogether?
Lead with this! Do that and you’re guaranteed to keep them engaged! Let potential customers know that having a jet membership is an option. Many Affluent Millennials might not know this because there’s a disconnect between themselves and the private aviation community.
Offland Media wants to connect you with a generation with buying power that surpasses Generation X. All this needs to be built on a content lifecycle content that involves:
- Audit and Analysis – A deep analysis and evaluation of your website and the content.
- Strategy – Determine the process and workflow of the content.
- Plan – Customize a content management system.
- Create – Produce the content.
- Maintain – Review and audit the content and check the analytics.
Producing Good Online Content about Jet Membership
Be transparent. The more you let your company’s goals and values shine through, the more likely your brand will be trusted and invested in. Sixty percent of millennials will invest in brands that they believe reflect their own personal brand. Whether they are A-List celebrities or internet sensations, it’s all relevant. The millennial generation is especially different because while it’s a tradition to hand over the baton to the younger generation, this particular generation represents a paradigm shift in how we manage our economy. Certain technological demands are expected and 40 percent of millennials will pay top dollar to get it.
Get Connected with Social Media
If you want to successfully launch a jet membership marketing strategy, then you need to connect with social media. Social media is full of opinions and 84 percent of millennials have admitted to being heavily influenced by other people’s opinion on a product or service. So, the key is to first provide excellent service and then provide a platform that allows passengers to comment and share the experience they had with your brand.
This is more than enough information to get you started on providing an exceptional jet membership marketing campaign. Getting their attention is one thing. Keeping it is another strategy. Call and speak with an Offland Media associate to learn more tricks of the trade for marketing your private jet membership. Contact us online or call 1-800-604-5193 to chat!