People die 1500 times more in car accidents than in airplane crashes, yet many people find getting behind the wheel less scary than climbing up the ramp to board an airplane. This should be taken into account when developing a strategy to promote the airline’s brand.
Promoting airlines: flying further afield
An airline brand is not just an advertisement or a catchy name. This is a guarantee of quality, appropriate level of safety and service. The main emphasis of airlines should be on the safety of services provided, as many passengers are afraid to fly and cannot overcome their fear, even if it is the twentieth flight. The level of service is when seat belts are fastened rather than tied, and flight attendants and stewards do not run around the cabin in panic during turbulence and force majeure situations. Quality assurance – maximum available information about the flight and air carrier.
The aviation industry is highly competitive and companies offer very similar products and vie for the same customers. Airlines are getting creative with their marketing strategies to grab the attention of consumers. They use social media, non-traditional advertising methods and loyalty programs.
Read also: Developing a corporate identity for an airline: the experience of major players
Social Media
Airlines reach out to customers on social media with company news, promotions and bonuses.
Airline mobile marketing is a powerful tool for customer engagement in today’s digital world:
- mobile solutions are used to personalize communications;
- create a mobile community that allows airlines to meet customer needs anywhere and anytime;
- Send out special offers to customers (based on their preferences and travel history) via Viber, Telegram, WhatsApp, iMessage, BiP, WeChat or sms;
- updating content in social networks and on the company’s website increases brand awareness.
An interesting way to promote a transportation service is to tell the story of the pilots and crew members involved in the flight. It can be an online broadcast of a flight from the cockpit, a blog about the everyday life of a stewardess or the travel experience of an airline’s directorate. Promote special offers, promotions, services and testimonials through online YouTube videos.
Read also: What it takes to build a brand: a set of “minimums”
Loyalty programs
Airline loyalty programs are predominantly about earning miles for flying. When a customer earns a certain number of points or reaches a certain level, they become eligible for perks like free flights, upgrade options, free Wi-Fi, alcoholic beverages, discount parking and more. As the number of miles increases, the loyalty and motivation to use a particular airline increases.
Entertainment on board
Many airlines provide in-flight entertainment. For example, watching TV shows, news, movies, listening to music, or playing video games. For example, on certain flights on Open Skies, a subsidiary of British Airways, passengers are offered iPads with entertainment.
To attract the seasoned traveler, use our tips, or better yet, order an airline promotion strategy from KOLORO branding agency.
Read also: Analyzing the market of tourism services in Ukraine: problems and prospects
Non-traditional ways of promotion
Customers who are satisfied with the service are psychologically more motivated and, because of the positive experience, may remain loyal to one airline.
With increased customer loyalty also comes free word-of-mouth advertising, positive customer testimonials, and other non-traditional ways of advertising. For airlines, retaining customers, building loyalty and engaging in positive word-of-mouth advertising is key to future success. According to surveys conducted by Forrester Research, only 16% of travelers are influenced by advertising campaigns run by the airlines themselves.
Read also: Creating provocative ads: the agony of conscience vs. the chance for explosive sales
Successful marketing moves
Icelandair
The Icelandair Stopover program allowed passengers to visit Iceland for up to seven nights at no extra cost, when traveling to more than 20 cities in Europe. Icelandair offered competitive fares when traveling to the continent, but they used Icelandair as a hub. To promote the feature, the airline has launched a multi-faceted content marketing campaign.
Social media launched promo videos about Icelandair’s contest. Winners received a 48-hour stopover and a personal guide. The journey was captured on video and posted on social media.
Using the hashtag #MyStopover, Icelandair encourages travelers to share their experiences on social media.
The Stopover campaign combines an intriguing concept (what Iceland has to offer), an incentive (participation in a contest) and follower interaction (user-generated content). Capitalizing on the consumer experience, the carrier has created a wealth of useful content about Iceland’s attractions, accommodations, cafes and restaurants.
WestJet
In December 2013, Canadian airline WestJet created a digital kiosk at departure gates at Toronto and Hamilton airports. There, Santa Claus appeared on the screen, asking travelers what they wanted for Christmas. While passengers were flying, WestJet employees prepared all the desired gifts at the baggage claim line as well.
By creating and sharing a video of the experiment, along with using the branded hashtags #westjetchristmas, the airline was able to share goodness and love with the world.
Virgin America
In a series of blog posts, Virgin America revealed what travelers can do in different cities in one hour. From ice skating in Montreal, to the Kurt Vonnegut Memorial Library in Indianapolis: the airline provides comprehensive city guides for those traveling on business or flying for leisure.
Virgin America published excellent guides to attractions even for travelers severely time-constrained. It was entertainment, visits to restaurants and bars. Readers were also encouraged to share their experiences in the comments section. This way more readers appear and more potential travelers are found.
Airline promotion strategy
Airline brand strategies are based on understanding what consumers want and why they choose a particular airline. Are they more interested in comfort at the expense of higher prices, or do they prefer to choose a budget airline that adds a twist to their travel experience?
For example, all people fly on airplanes for one main purpose – to get to their destination. According to the “Classic Airline Study: practical marketing solutions” published in the Quarterly Journal of Business Research, there are four unique elements of flight services:
- Elusiveness. Services cannot be held, touched or noticed before a purchase decision is made. When a person steps onto an airplane, they expect certain standards such as comfort, a smooth flight, and prompt service.
- Inconsistency. The airline industry is constantly in flux and costs are adjusted to meet economic challenges and consumer demand. For example, airplane tickets get expensive quickly as the departure date approaches.
- Unity. The service provider’s brand and the service cannot be separated. Airlines are known primarily for their services – flying. They must differentiate the quality of service to succeed.
- Products. Companies must manage the goods and products associated with their services. Airlines are responsible for the serviceability of their airplanes, the quality of in-flight meals, and other amenities associated with a satisfactory flying experience.
Read also: Loyalty programs: love from the first purchase
Marketing trends for airlines
- Customer Orientation. Airlines should emphasize on meeting the needs of their travelers. For example, a funny social media post or humorous ad is a great way to be more relatable and memorable.
A great example is Air Zealand, which has become known for its fun but informative safety videos.
- Being on trend. To be on-trend, attractive to consumers, you need to keep up with the times and focus on your customers’ interests.
For example, Pokemon Go came out in the summer of 2016. Many airlines have launched a duck about catching a rare Pokémon while flying.
- Technology and Anticipation. In airline marketing, intelligent analytics uses machine learning techniques and statistical algorithms to determine how a customer will respond to a particular offer, what they can buy, and what opportunities and cross-sells might interest them.
Intelligent analytics and other technologies are helping airlines manage operations more efficiently. United Airlines started doing this pretty early on. With a “collect, discover and act” approach, United Airlines can see in real time what a customer may want or need and then take action.
- Launching new trends. A great way for airlines to build their brand is to dictate trends. So the brand goes from “just another airline” to “this amazing airline”.
Back in 2015, Canadian airline WestJet developed a unique technology – smart airplane seats. This technology allows you to transport a passenger from the lounge directly to the airplane. Another revolutionary idea of the company is to convert airline flight schedules to the metric system of time measurement: there are 10 hours in a day and 100 minutes in an hour. The company also offered the option of putting children in luggage. It is true that such innovations were offered exclusively one day – the first of April.
- Artificial Intelligence. Chatbots are one example of technology that airlines should be utilizing. This reduces costs while providing customers with instant assistance. KLM Royal Dutch Airlines’ Facebook chatbot can serve customers around the clock.
There are other technologies that will come in handy in aviation marketing. For example, Qantas and Lufthansa are using VR headsets to improve the user experience.
Order your airport and airline promotion strategy from KOLORO branding agency. Let’s enjoy the sky together!
