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Airlines 2.0: Using technology for innovative branding through the recession
 

Airlines 2.0: Using technology for innovative branding through the recession

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This is a slideshow of how airlines can build a stronger brand by using technology. Viewers can learn how major airlines around the world have enhanced their marketing strategy by leveraging new ...

This is a slideshow of how airlines can build a stronger brand by using technology. Viewers can learn how major airlines around the world have enhanced their marketing strategy by leveraging new technologies to build brand loyalty.

These slides were first used in an online seminar for airline executives conducted by Shashank Nigam of SimpliFlying.com

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    Airlines 2.0: Using technology for innovative branding through the recession Airlines 2.0: Using technology for innovative branding through the recession Presentation Transcript

    • Airlines 2.0 Using
technology
for
innova2ve
 branding
through
the
recession 1
    • About the Speaker • Airline branding expert & consultant • Editor - SimpliFlying.com • Columnist - BrandChannel.com • Co-author of two books on branding 2
    • 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 3
    • READY? 4
    • Let’s start by reviewing 2008 5
    • $4,000,0 00,000 Total es timated lo sses for a irlines 6
    • 30% Average drop in airline s tocks 7
    • 5 l oi 6 f lo 1 e rr $2 ba $ fa Ex o pe ice ct 0 pr ed st he pr ig ic H e of oi li n ea rl y 20 09 8
    • 50 Expected number of airline bankruptcies in 2009 9
    • 0 -in 5 k ec h $ c ag b nd co se 0 f to at s 5 e Co cs fi $ ci pe 0 s a 0 ng si ge o 2 ar ho ch c of ur $ s t el os u C f ge ra ve A 10
    • ESULT? 11
    • Frustrated Customers Employees Management 12
    • In other words... 13
    • Loss of Brand Equity 14
    • ow What? 15
    • 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 17
    • Bring in the social web... Community || Collaboration || Content || Co-Creation 18
    • How to do it? 19
    • Interaction without interruption 20
    • A community for common interests 21
    • A community for a specific target group 22
    • A community for frequent fliers 23
    • A community for potential customers 24
    • A community in another community 25
    • Co-Creation 26
    • Customer often knows best 27
    • Sometimes, competitions do the trick 28
    • And other times, a customer-spokesperson is needed 29
    • But first... Airlines need a Personal!ty 30
    • 31 Employees blogging
    • 32 Embracing the accidental spokesperson
    • Keep it Simple. Make it Easy. 33
    • Keep it Simple. Make it Easy. 34
    • A Holistic Strategy? Interaction without interruption Co-creation Having a personality Ease of experience 35
    • JetBlue Airways blogging... 36
    • JetBlue Airways on Twitter... 37
    • JetBlue Airways on eBay... 38
    • $ What about ROI? 39
    • Need not be just about money 40
    • To capture a specific market... Go where the customer is. 41
    • It can be about engaging the employees 42
    • The key is to have a quantifiable measure of success beforehand 43
    • isks? What Risks? 44
    • How to tackle risks? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce! 45
    • In Conclusion... 46
    • Airlines need to restore the trust in their brands... 47
    • Using the latest technology tools to build trust allows... Interaction without interruption Co-creation Building of a personality Ease of experience 48
    • 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 49