Marketing in the Commercial Aviation Aftermarket

And The Increasing Importance of Social Media

What It Takes to Fly

•. Tim Boldt, Marketing MRO Services at Delta TechOps

•. Lead and manage all Delta TechOps branding, advertising, demand generation, and retention functions for global markets

Who We Are• The third largest airline MRO in the world

• A $3billion production center for Delta Air Lines and MRO Service provider with 150 customers globally

• A fully integrated global maintenance organization with the main base operation located in Atlanta

• Supported by the largest & most experienced flexibleworkforce worldwide, employing 9,600 people

• Continually improving operational efficiency utilizing 200+ Engineers

• Over 80 years of experience

Engines& APUs Components

LineMaintenance CompositesTraining

TechnicalServices

LandingGear

BaseMaintenance

Fleet Support

•. Present consistent, high impact messaging that lifts the brand, tells your story and provides thought leadership

•. Provide the right content for the channel •. Media when and where your prospects are browsing, searching,

and engaging•. Measure performance and optimize for long-term goals•. Engage new media only if it serves your objectives

Marketing Communications should be highly targeted,

timely and always relevant.

Our philosophy

by Marketing Goals … and … Marketing Funnel

Awareness

Engagement

Lead Generation

Conversion

Partnership

Lead nurturing

IndustryProfessionals

MRO Specialists

Delta TechOpsCustomers

Delta TechOps Evangelists

Align Tactics

Sales Cycle3 months to multi-year

Our Integrated Approach

Leads

Customers

Comprehensive Experience

Social Drivers• LinkedIn• Twitter• Google+• Facebook

• Online Marketing• Digital Media• Targeted Print• Directories• Email

Media Drivers• PR• Editorials

Third Party Drivers

• eMail • Mail

Direct Drivers

1 to 1 CommunicationsSales Team Support

• Trade shows • Conferences

Face-To-Face Drivers

The Increasing Importance of Social Media:

•. Engage both prospects and customers and don’t underestimate their social habits

•. Leverage news and events across PR platforms and amplify the message with use of social media

•. Plan social content in advance

The Increasing Importance of Social Media:

•. Leverage analytics to optimize content

– Use social analytics to understand what content drives the highest engagement with audiences

•. Leverage the tactic to extend reach of special events

– Use event hashtags and participate in live conversation

– Share pictures to engage audiences that cannot be present

Making it work for you

• Develop a mix that will fit your business model and strategy.

• Focus on what you can realistically manage with your available resources.

• Realize there may not be a hard ROI on some of your efforts, finding the right metrics for measurement is a challenge.

• Address and reach today’s stakeholders and decision makers with more traditional tactics.

• Realize the next generation of decision makers is likely more digitally engaged in social media. This is an evolution.

• Not B2B or B2C but B2P, “Business to People” marketing - touch your stakeholders where they are.

Questions?

Comments?

Thank you.