1 marketing, branding and airports -...

2014 New Mexico Aviation ConferenceRuidoso, NM

09.11.2014

Marketing, Branding And Airports

Edward Shelswell-WhitePrincipal

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Index2

1. Marketing versus Branding versus Advertising

2. What Makes It Work – A Customer Development Strategy

3. Examples/Innovations

4. Q&A


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Index3



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What Is Marketing?4

•  Who You Want to Talk To (Target Audience/Customer)

•  What You Want to Tell Them (Proposition)

•  What You Want Them To Do About It (Call To Action)


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What Is Branding?5

What You Want The Target Audience To Think And Feel About Your Company

Examples:

Southwest Airlines The best customer service/People

Apple Cool, intuitive technology

New Mexico ???


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What Is Advertising?6

How You Communicate What’s Special About You In Order To Influence Your Target Audience

Four-Part Test of Effectiveness:

Does it tell the audience something that is

•  New •  Relevant •  Credible •  Unique


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Index7




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Customer Development Strategy

What your target customers value

Organizational ADD

Irrelevance

Disappointment

Customer Development

Strategy

What you can do exceptionally well

Your goals and objectives


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Index9





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ABQ Customer Development Strategy

Customer wants: All-season

outdoor, authentic western

experience

Organizational ADD

Irrelevance

Disappointment

ABQ can deliver exceptionally well: All-season outdoor

experience, nonstop service from key markets

ABQ Goal: Grow inbound passenger

demand

ACVB Outmarket Cooperative Campaign:

“Fly To Sunshine”


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ABQ Banner Ads11


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ABQ Web Elements12


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TKI13


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TKI14


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TKI Customer Development Strategy?

Customer wants: uncongested alternative to

DAL

Organizational ADD

Irrelevance

Disappointment

TKI can deliver exceptionally well: Less crowded facility; only GA airport in fastest

growing county

TKI Goal: Grow based corporate

aircraft

The Time Is Wright


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Emerging GA Trend

Application of the “Sharing Economy”


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Uber for Planes17


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BlackJet18


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Emerging GA Trend

Application of the “Sharing Economy”

Q: Why might this be important?

A: More potential customers


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Index20




4. Q&A


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Close21


09.11.2014

Marketing, Branding And Airports

Edward Shelswell-WhitePrincipal

22

1 marketing, branding and airports -...

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