The aviation industry is facing critical challenges in its marketing efforts.
These include, but are not limited to;
- Generational barriers
- Reaching clients on their preferred platforms
- Presenting the value of service to flyers who think private aviation is out of their price range
Let’s explore ways to address each of these challenges.
- Overcoming the Generational Barrier through Knowledge of Consumer Behavior
- Reaching Potential Clients on their Preferred Platforms
One of the biggest marketing challenges the aviation industry is facing is getting through to the Generation Z and Millennial Generation. When you’re marketing a luxury good or service, skip discussions about prices. Instead, focus on the quality of the customer experience, particularly personalization. Borrow practices from some of the best customer service brands in other luxury realms such as hotels and resorts. Consumer surveys show that personalization is a priority for Millennials across multiple industries.
The private aviation industry is lagging when it comes to marketing by publishing the most popular mediums on the best platforms.
Preferred media forms for modern consumers include:
- Digital posts on all popular platforms
Many people don’t realize that private aviation is within their budget. Private flying often makes more financial sense for group-based trips like small business travel, vacationing families, wedding parties. First class flyers who spend a certain number of hours in the air per year can improve their experience with a private jet subscription. Each of these represents untapped content marketing and targeting opportunities for your brand.
How Can Your Private Aviation Marketing Address These Challenges?
After identifying your challenges, a multi-step marketing strategy will help your private aviation brand overcome them.
- Target large audience segments that are likely to be right for your brand
- Execute the strategy with high-quality, knowledgeable, interactive content
- Measure the reaction and success of the campaign, and make adjustments to improve your results going forward
Your brand needs a wide variety of mediums to deliver this message. Here are a few that data reveal to be incredibly popular online.
Video is more portable, mobile, personalized, and inexpensive to produce than it ever has been in the past. In survey after survey, video’s engagement metrics outperform those of other mediums. Video marketing can deliver live interactions with your audience, and infotainment videos for potential recruits. These videos can be interactive thanks to links, and up-to-the-day relevant given how quick they are to produce with digital technology.
Staying in constant contact with your potential clients is essential to getting marketing and brand building results. You need a system that lets them interact with your brand at semi-regular intervals with a variety of mediums. Blast out an email, wait a day, publish a video, wait a day, host a live podcast. Make sure your efforts are consistent and varied. You never know what content will make people respond.
SEO & Content Marketing
No matter how good your message is, it won’t matter unless people find it. That’s why your marketing efforts need to be paired with Search Engine Optimization (SEO) efforts. This is a data-driven effort that is based on multiple variables. These include, but are not limited to:
- The phrases people use when they search for services like yours
- The number of people who link to you as a resource
- How lively your website is
- The quality of your content
…and evolving adjustments for when Google and other search engines update their algorithms. This is a long-term strategy, and the companies who do it best tend to see a pattern of compound results from SEO. The better you do them, the higher your brand ranks when people search for information related to your service. The higher it ranks, the more business it gets, because the vast majority of people only interact with the first few results on the first page of a search result.
Paid Advertising and Traditional Placement
While SEO will bring long-term success to your brand, but paid advertising will boost your visibility overnight. You need a combination of both to be successful. Paid digital advertising lets you skip the line and appear at the top of related searches. For a high profit-per-client industry like luxury aviation, pay-per-click advertising is a must-use tool. The cost to exposure ratio is excellent for these methods. Traditional advertising placement is still worth persuing for the exact same reason, even in the digital age. Airports offer many platforms that would make excellent media-buys for private aviation brands.
Demonstrate Industry Authority with Expert Guidance from Aviation Insiders
Generalized marketers can’t always demonstrate the industry authority you need to create valuable aviation content. The field is to specific and technical for generalized efforts.
Offland Media is a team of marketers, aviators, videographers, influencers and more. We help private aviation entities of all kinds and sizes bring their marketing tactics into the 21st century. We invite you to make contact with us using our online form, or if you prefer, you can call us at (800) 604-5193 or email firstname.lastname@example.org.