The aviation industry is somewhat renowned for setting itself apart from all other industries globally. Traditionally, various industries share similarities to others. From similar ways of operating, to shared marketing strategies and concepts, usually what works for one will work for the other.
This is most certainly not the case for the aviation industry. It is truly unique in every way and prides itself on its unique culture. So, it has to be said, that with such a unique industry, business elements such as marketing will also have to be totally different for the industry. A marketing strategy that is being used for the finance industry, for example, will most likely fall flat in this industry.
So, how does the industry differ and what are the key differences to look for when marketing an aviation company? We took a look at what sets aside aviation marketing from other industries.
The Client Base Is Unique
Unlike the real estate, automobile or retail industries, the aviation industry has a very specialized and targeted audience. Because of the value of the items within the industry, this goes beyond the luxury market, and enters a new realm or super luxury.
While cars and real estate can be marketed to your mid- to high-income customer, aviation marketing needs to reach a level above high income. These are the clients who are looking to either invest in the industry to create an income from it, or to add value to their existing lifestyle.
Branding, messaging and communication has to be curated especially for the unique client. From the website look and layout, all the way through to mailer messaging and social media, you need to keep in mind that you are targeting very high-income clients.
Products and Services Are High Ticket Items
Not only does this translate into a unique client base, but it also means a long, and highly complex sales process. Unlike traditional eCommerce or retail, where you are focusing on marketing for mass purchasing, in this case, you will be marketing one time for an extended period of time.
The purchase will also be based on a significant number of factors. What is the mission profile? What is the operating environment like? What kind of resources and personnel does the buyer have? What other facilities do they have?
The aviation industry is also highly regulated, and these need to be adhered to before any transaction takes place. This complicates aviation marketing.
The large transaction size means that the sales cycle will be much longer than a normal transaction, averaging around eight months or more for an aircraft sale. However, depending on the product or service within the industry, this can vary. The timeline can be longer for aircraft brokers, airport building contractors and large equipment dealers. For smaller and simpler products or services, like fuel or chartering, it can be shorter.
It Has a Highly Specialised Culture and Vocabulary
The entire industry has very unique terminology. From the titles and descriptions of the aircraft, to maintenance, functioning and flying, aviation boasts its very own language. This means that to market it, you will need to have first-hand knowledge of the various terms and names to effectively communicate.
The aviation industry is a very close-knit community and have established themselves over the course of the years. In order to enter this fraternity, especially within the marketing and sales division, you will need to establish your authority, build up a sense of trust and develop your expertise in the industry.
Not only will you need to know what you are talking about, but who you are talking to and who you are talking about. Successful marketing relies on a solid backing of a library of content in order to inform, educate and empower the target market.
This, in turn, will build up relationships throughout the industry, and over a period of time, you will be able to start using these relationships to your advantage. Long-term relationships are absolutely key in the aviation industry, especially in marketing, and the more successful marketing techniques and strategies are based on well-established relationships.
In wrapping up, marketing in the aviation realm can be incredibly tricky for anyone entering the market. Not only will you need to have good relationships established with various players in the industry, but you will need to have a firm knowledge and understanding of marketing, and marketing strategies, especially digital marketing. You will also need to know the industry and its terminology well to formulate catchy campaigns and high-converting strategies.
If you are struggling to get your marketing strategy right in your aviation company, or are looking for someone to take it over entirely, look no further. At AOM, we have years of experience in the aviation industry and have established long-term partnerships and relationships within the industry. We have also had years of experience creating and developing successful marketing strategies for our client base and pride ourselves on brand expansion and conversion acceleration. So, don’t get stuck with your marketing. Speak to us today.