When Leonardo Da Vinci first scribbled a flying machine in 1490, he probably had no clue that the aviation industry would become as massive as it is today. The aviation industry has come a long way from rudimentary drawings and is now a reality of the 20th and 21st centuries. Despite the airplane itself being a fascinating piece of technology, it quickly became apparent to airline marketing executives that they need to step up their game. Merely selling a commodity won’t cut it. They need to capture their customer’s imagination and emotions.
From British Airways to Qatar Airways, all of these airlines are vying for their customer’s attention with excellent branding and service promotion. Simply put, the best airlines do not sell a service, they sell experiences. Marketing executives that understand this basic principle can help leverage more customers. With the travel restrictions being relaxed there is potential for the aviation industry to return to its pre-pandemic glory. This is the best time for airline marketing teams to hone their marketing strategies. Here are some tips for effective airline marketing.
Use of Travel Metasearch Engines
Long gone are the days when you had to visit a travel agency to buy an airline ticket. Now, booking a flight to Timbuktu is one click away. All you need to do is search for tickets for your travel destination, compare airfares across different airlines and make a payment. From the customer’s view, it is more convenient to get an overview of prices across different airlines and have the option of making a payment in one single resource. It eliminates the hassle of having to visit individual airline websites.
Metasearch engines have grown immensely in their popularity amongst travelers. It is therefore very important for airlines to cooperate with these search engines to boost their visibility. A notable example of a travel metasearch engine is Google Flights which allows consumers to compare prices and confirm bookings in one place. Airlines can improve their revenue by directly partnering with metasearch engines which can help them gain customers organically.
Effective Digital Marketing
The internet has changed the landscape of marketing. Every business owner and marketing guru knows that an online presence is an absolute must in attracting customers. People rely on the internet when looking up information on brands and businesses. Naturally, when they’re looking into air travel, they will expect the airline to have a sizable social media presence. Different airlines have employed creative digital marketing schemes to attract and retain their customers. One such example is the “Meet and Seat” initiative launched by a Dutch airline. The program aimed to connect the passengers via social media apps like Facebook. Airlines can also use social media platforms to provide live customer service to their passengers. Instead of viewing social media as a part-time marketing gimmick, it should be used as a tool to provide value to customers.
Several digital marketing strategies can be employed by airlines to boost their online visibility. These include email marketing, social media marketing, content marketing, and pay-per-click (PPC) advertisements. An effective marketing technique used by a low-cost airline operating in Europe is to promote budget-friendly travel destinations in its blog content. Even though historically, air travel has been associated with the rich, an increasing number of young people are traveling and they are most often doing so on a budget. Instead of directly promoting its services, this airline cleverly attracts cost-sensitive customers to cheaper travel destinations.
Use of Traditional Marketing Platforms
Despite the ubiquity of digital marketing, print media can still be a very powerful tool. The internet is inundated with several websites and the only way to establish credibility in the real world is to have a strong offline presence. Customers are more likely to associate print media with a credible brand.
Unlike digital media, print media is tangible. People might forget about a social media post they saw a day earlier, but printed media can stay in sight for days to months. From cheap retractable banner stands printed the same day to magazines and brochures, the print media is still extremely effective in gaining offline visibility. Internet users have limited attention spans, and readers are more likely to engage with printed material. Therefore, print media advertising shouldn’t be neglected in any effective marketing strategy.
Commercials can also be a very powerful way to gain brand visibility. The most successful airlines have relied on storytelling and powerful visuals of travel destinations to evoke emotions in their prospective customers. Through engaging print and digital media marketing, airlines can increase their customer base.
Using Loyalty Programs
The goal of an effective marketing strategy is not simply to generate more customers but also to retain existing customers. Several airlines have used loyalty programs to cater to their repeat customers. Most airlines have similar fares for the same travel destinations. To set them apart from the competition, airlines can introduce specific perks and bonuses for their loyal customers. In addition to earning travel miles, customers can also enjoy discounts on other affiliated brand products. Some examples of the perks that are given to loyal customers include free seat reservations, access to the VIP lounge, special discounts on hotel bookings, and free tickets to sponsored events. By providing extra value to the customers, loyalty programs can be a very effective way to retain existing customers.
The aviation industry suffered a massive setback during the COVID pandemic. With travel restrictions easing across the globe, there is now an opportunity for airlines to recover their business operations. The rollout of the vaccination program has made international travel a possibility once again. More people are now looking forward to booking airlines for international trips. Airlines can gain an edge over their competitors by executing a timely and effective marketing strategy. Instead of pondering on the lost revenue, now would be a good time for airline marketers to ramp up their marketing efforts. Letting the customers know that their services are ready and available can help airlines regain their pre-pandemic potential.