Private aviation is faced with industry-wide lag when it comes to using the best marketing tactics.
Here are the battles private aviation marketing needs to win:
- Personnel retention. The aviation industry is faced with retention problems with staff ranging from pilots to ground crews.
- Shifting demographics. Millennial and Generation Z consumers are not yet rushing to fill the gap left by private aviation consumers who are aging out of the market.
- Evolving digitization. The best practices of digital marketing are evolving faster than many industries (private aviation included) can keep up.
Now let’s look at the proven marketing tactics private aviation companies can use to solve these problems.
- Video: A Perfect Marketing Tactic for the Luxury World of Private Aviation
Video is the perfect tactic for solving private aviation’s demographic challenges. It’s the most visual, easy-to-consume form of media available. Millennials and Generation Z consumers are influenced by video every time they pull up Facebook and Instagram. This is a crucial space for private aviation entities to master.
Millennial and Gen. Z entrepreneurship is more mobile, and more lifestyle-oriented than that of previous generations. The many private aviation amenities that cater to business people make the perfect subject matter for videos with the potential to go viral.
How to Use Video for Personnel Retention
Industry research indicates that private aviation personnel leave when they feel trapped in their role, and no longer see aviation work as the path to the lifestyle of their dreams. Internal videos can show private aviation personnel that the aggressive schedules of their early careers do get better with time.
It’s also a great way to identify opportunities for cross-training, which helps prevent that sense of being “trapped” with which many personnel struggle. Finally, video lets you define your internal culture. It’s a way to create consistent engagement and expectations from ground crews to corporate leaders.
- SEO and Content Marketing: A Tactic with Ever-Changing Rules
SEO and content marketing tactics evolve as Google and other search giants tinker with their rules and algorithms. This complexity also comes with a wealth of opportunity as new data analytics and targeting tools make better marketing possible all the time. The private aviation industry has some catching up to do, but it stands to gain an incredible profit from adopting these techniques.
How Data and Analytics Can Enable Aviation Recruitment
People considering a career in aviation are on Google just as much as someone who wants to charter a flight is. You can turn your organization into a resource for these people. Make sure that your bragging points about offerings and internal culture are easy for potential recruits to find and consume. Help people learn how long it takes to be a pilot. Address concerns of work/life balances. Data and analytics reveal that Millennial and Gen. Z career hunters want answers to these questions. From articles to explainer videos, your content can be their go-to resource for recruitment.
- Outreach and Profile Building: Placing Your Aviation Brand on the Best Platforms
Millennials and Gen. Z consumers don’t prioritize the same brands and media sources as previous generations. Take podcasts, for example. These audio heavy shows are sometimes thought of as the rebirth of radio, but the critical difference is that there is a low entry barrier to creating a show.
Data and analytics based on searches show that there are micro-audiences for any topic that can be targeted. Appearing on podcasts or creating them as a host can help you reach both consumers and potential recruits in the private aviation space. At the very least, your brand can make an appearance on podcasts dedicated to aviation, or even related topics such as luxury cars and motorcycles, or high living in general. All of this is equally true of blogs, articles, and guest posts on industry publications, and legacy business publications. The platforms are out there, it’s just about knowing how to find them, and organize mutually beneficial content deals. Consumers and potential recruits alike love to consume podcasts, blogs, and articles of this kind.
The Easiest Path to a Full Suite of Private Aviation Marketing Tactics
The private aviation industry is faced with numerous challenges when it comes to adopting the best tactics of contemporary marketing.
- Lack of knowledge
- Lack of media infrastructure
- Lack of time
Outsourcing your marketing strategies to a knowledgeable team of aviators, marketers, videographers, and influencers can ramp up your digital marketing approach. Offland Media has helped numerous private aviation entities use marketing tactics that bring Millennial and Gen. Z consumers in by showcasing you at your best, and retain personnel, and evolve alongside the digital world. Contact us online to see our portfolio of work, and learn more about our services.