Post on 15-Jul-2015
Airlines 2.0Usingtechnologyforinnova2vebrandingthroughtherecession
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About the Speaker
• Airline branding expert & consultant
• Editor - SimpliFlying.com
• Columnist - BrandChannel.com
• Co-author of two books on branding
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What you will learn...
What does a recession mean for airline brands?
How to tap on the latest technologies to get closer to the customers?
What have other airlines done to enhance their brands?
What are the risks involved in this approach?
Simply, how to build a stronger airline brand in 2009
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READY?4
Let’s start by reviewing 2008
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Total estimated losses for airlines
$4,000,000,000
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Average drop in airline stocks
30%
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Expected price of oil in early 2009
$20Highest pric
e of a barre
l of o
il
$165
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Expected number of airline bankruptcies in 2009
509
Cost of s
econd bag ch
eck-in
$50
Cost of c
hoosing a sp
ecific s
eat
$50
Average fu
el surc
harge
$200
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RESULT?11
CustomersFrustratedEmployeesManagement
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In other words...
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Loss of Brand Equity
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Now What?
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Airlines need to get closer to the customer again.
But how?16
By revealing the personality behind the brand
By interacting with the customers on their terms
By getting inside the fickle mind of the customer
By tapping on the latest technologies to do this
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Bring in the social web...Community || Collaboration || Content || Co-Creation
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How to do it?19
Interaction without interruption
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A community for common interests
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A community for a specific target group
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A community for frequent fliers
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A community for potential customers
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A community in another community
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Co-Creation
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Customer often knows best
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Sometimes, competitions do the trick
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And other times, a customer-spokesperson is needed
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Airlines need a Personal!ty
But first...
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Em
plo
yee
s blo
gging
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Em
bracin
g the
accid
en
tal spo
ke
spe
rson
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Keep it Simple. Make it Easy.
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Keep it Simple. Make it Easy.
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A Holistic Strategy?Interaction without interruption
Co-creation
Having a personality
Ease of experience
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JetBlue Airwaysblogging...
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JetBlue Airwayson Twitter...
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JetBlue Airwayson eBay...
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What about ROI?$39
Need not be just about money
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To capture a specific market...
Go where the customer is.
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It can be about engaging the employees
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The key is to have a quantifiable measure of success beforehand
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Risks? What Risks?44
How to tackle risks?
Recognize - What can go wrong?
Prepare - To involve the community
Be Resilient - Bounce!45
In Conclusion...
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Airlines need to restore the trust in their brands...
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Using the latest technology tools to build trust allows...
Interaction without interruption
Co-creation
Building of a personality
Ease of experience
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It’s not the strongest of the species that survives, nor the most intelligent. It is the
one that is most adaptable to change.
Charles Darwin
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