Many private aviation brands need to reinvent their business strategy for the digital age.
The industry faces two big-picture problems:
- Internal personnel retention
- Bringing in Millennial/Gen Z. consumers
There has yet to be a private aviation brand that has found the best approach to marketing themselves to Millennials and Generation Z. Generations of private flyers are retiring or leaving the market faster than they are being replaced.
The up-and-coming consumer markets present ample opportunity for reinvention. Millennials are poised to represent a combined $200 billion in buying power in the coming years.
On top of that, psycho-demographics indicate that these consumers aren’t committed to legacy brands. This means that any private aviation brand can reinvent itself as the best one for Millennials and Gen. Z flyers.
Let’s explore 3 ways to reinvent your private aviation business as a place where personnel make long-term commitments, and Millennials love to work for and fly with.
- Develop a “Sticky” Culture Heavy Through Internal Marketing Strategies
Aviation personnel are moving on because they consistently find themselves over-extended, and frequently feel trapped in their chosen path. Even if your business culture has options for internal mobility, it is quite possible that not all personnel know or understand that. A series of videos about cross training can reassure people that they can earn more and develop their skill set over-time. Future goals are essential to having a “sticky” culture where new people arrive, then evolve within the organization.
Video is one of the easiest mediums to consume. You can use it to show personnel positive visions of their future with the company where they earn more, learn more, and gain greater control over their own schedules. You can create them for everyone from your key leadership to ground crews to disseminate a consistent “sticky” culture that ranks high in employee satisfaction.
- Transparency: A Business Strategy for Employee Satisfaction
Promoting a culture of transparency through consistent messaging in all your internal materials will help you retain personnel, and therefore institutional knowledge.
Use data, analytics and other research tools to get ahead of common concerns of aviation personnel. There’s no reason not to optimize your website to answer common questions like “How much can I earn as an -insert aviation role-?” and “Aviation Jobs with the Best Work/Life Balance.”
Research shows that work/life balance is critical to aviation employees who are faced with the needs for constant travel. Target your cross-training materials to show you understand this. For example, one video could outline a path for an attendant who feels he or she needs to be closer to home to train into a more location-locked role. Studies show that employees are happiest to stay when they know they aren’t stuck, and their employer is transparent about their opportunities within the organization.
- Personalization: The Key Business Strategy for Approaching Millennials
Personalization is a business strategy that has become more viable than it ever was in the past thanks to digital marketing. Millennials in particular have an evolved, positive attitude towards personalization compared to other generations, making this strategy ideal for the shifting demographics of the market.
Personalization takes many forms. Let’s explore some of the most effective options.
Email Marketing: Current email marketing tactics create opportunities for sophisticated personalization strategies. This is true when you are reaching out to both potential recruits, and potential consumers. Data and analytics can reveal obstacles in your pipeline based on when targets stop engaging. This lets you know where to improve. You can also develop segmented lists that let you re-strategize your approach to different groups. You may find your potential recruits begin engaging again when they are shown options for tuition reimbursement for pilot school. You may find that your rewards program or new UI attracts a host of new consumer leads. It lets you know what’s missing to deliver a personalized experience to each target market.
Content Marketing: Content marketing includes blog posts, articles, and even podcast appearances or brand placements. The digital world has developed micro-communities for any topic, including aviation. Podcasts are low-entry barrier. They are easy to create, and swapping guest appearances is beneficial to all content-hungry producers. It’s an effective strategy for demonstrating authority, and building name brand recognition within the private aviation industry. It’s an opportunity to develop influence in terms of lifestyle, and promote your workplace culture ethics.
Paid Advertising: This is a must-have tool if you are a private aviation entity in the middle of reinventing your business strategies. Brands that appear at the top of search results get more business than those farther down the list. It’s worth optimizing Google AdWord campaigns, and targeting large consumer segments using social media tools like paid Facebook ads.
Contact Offland Media to learn more about reinventing your private aviation business strategy.