Business aviation is the perfect fit for digital marketing strategies. The majority of travel bookings are now made online for a start, and interactive planners and planning apps can link directly into a traveler’s most-liked sites to streamline the entire travel process. Because of this internet based connectivity the metrics associated with digital marketing are easy to measure, and reacting to trends, failures and successes can be done quickly.
One issue digital marketers have had with business aviation in the past is the lack of potential customers. Turning website visitors into leads and leads into sales is extremely hard when the number of potential visitors is low in the first place, but private jet hire for business or even for pleasure is now less of a niche activity. The audience is expanding, which means greater amounts of competition which in turn means a greater need for successful digital marketing strategies.
Reaching Business Aviation Travelers With Deep Learning Advertising
If there is one thing that doesn’t work with digital marketing and the private jet hire sector, it’s blankest advertising. Despite the increase in the number of people possessing an interest in business aviation, the costs involved will still prohibit a huge percentage of the population. There is no point, for example, for someone seeking their nearest discount grocery store to see an online ad offering to book a private jet to enable them to get there.
The key to finding the right potential customer is to gauge as much as possible from their online activity – which is where deep learning comes in. Deep learning algorithms have grown to become exceedingly sophisticated of late, and they are extremely successful in finding customers who will be the most likely to be interested in what you are trying to sell. Gone are the days when it was a case of ‘you have just bought x, so you will no doubt be interested in buying more x.’
Deep learning advertising gives business aviation companies the best chance of finding travelers who will be the most interested in their services.
The Best Marketing Strategies Adapt to the Differing Needs of People
Segmentation is another tool that has increased in sophistication over the years. Go back five years and segmentation involved large, encompassing groupings. Modern segmentation methods can whittle groups of people down to specific individuals.
However, reverse segmentation is a flaw. This is where different segments that are specific to a particular business are treated in exactly the same fashion, grouping them together. If you have a segment of people who like football, you don’t automatically send them all an advertisement about the next New England Patriots game, as not all of them will be Patriots fans.
Business aviation is the same – just because a group of people have been identified as being potentially interested in private jet hire, it doesn’t mean they are all interested in private jet hire for precisely the same reason.
You need to identify a marketing plan for each specific subset of your potential clientele and to target them as having individual needs.
Use Retargeting to Promote Your Brand
One failure many companies make with their marketing is simply to retarget their customers with exactly the same offers and deals that are used to target their potential customers. We’ve all received banner ads saying ‘you’ve used us once, why not use us again?’ – what’s the point of telling customers what they already know?
Retargeting gives you an ideal opportunity to promote your brand. If a customer has already used you once, they probably have a basic knowledge of what you offer, but if you want them to use your services again, or to tell your friends and business colleagues about you, then you need to be a little more persuasive.
You can offer special deals to retargeted customers or promote a few extra advantages that come with using your company, such as free, high-speed onboard internet or advantageous flight times.
Despite the move into the digital realm, there is still perhaps no better advertising than word-of-mouth from satisfied customers. To build that, you must first build a base of loyal customers who take delight in using your services. By doing your best for them, you create natural promotion for your brand.
Additionally, the people who closely associate with your business aviation customers are the most likely to be interested in business aviation and private jet hire themselves!
If you run a business aviation company and are looking at ways of making it fly higher, or if you are a private jet start-up and you’re looking to get if off the ground, then our team at Offland Media is here to help. To schedule a free consultation give us a call at (800) 604-5192 or use the online content form available through our website.