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 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

  1. Airlines 2.0 Using
technology
for
innova2ve
 branding
through
the
recession 1
  2. About the Speaker • Airline branding expert & consultant • Editor - SimpliFlying.com • Columnist - BrandChannel.com • Co-author of two books on branding 2
  3. 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
  4. READY? 4
  5. Let’s start by reviewing 2008 5
  6. $4,000,0 00,000 Total es timated lo sses for a irlines 6
  7. 30% Average drop in airline s tocks 7
  8. 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
  9. 50 Expected number of airline bankruptcies in 2009 9
  10. 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
  11. ESULT? 11
  12. Frustrated Customers Employees Management 12
  13. In other words... 13
  14. Loss of Brand Equity 14
  15. ow What? 15
  16. Airlines need to get closer to the customer again. But how? 16
  17. 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
  18. Bring in the social web... Community || Collaboration || Content || Co-Creation 18
  19. How to do it? 19
  20. Interaction without interruption 20
  21. A community for common interests 21
  22. A community for a specific target group 22
  23. A community for frequent fliers 23
  24. A community for potential customers 24
  25. A community in another community 25
  26. Co-Creation 26
  27. Customer often knows best 27
  28. Sometimes, competitions do the trick 28
  29. And other times, a customer-spokesperson is needed 29
  30. But first... Airlines need a Personal!ty 30
  31. 31 Employees blogging
  32. 32 Embracing the accidental spokesperson
  33. Keep it Simple. Make it Easy. 33
  34. Keep it Simple. Make it Easy. 34
  35. A Holistic Strategy? Interaction without interruption Co-creation Having a personality Ease of experience 35
  36. JetBlue Airways blogging... 36
  37. JetBlue Airways on Twitter... 37
  38. JetBlue Airways on eBay... 38
  39. $ What about ROI? 39
  40. Need not be just about money 40
  41. To capture a specific market... Go where the customer is. 41
  42. It can be about engaging the employees 42
  43. The key is to have a quantifiable measure of success beforehand 43
  44. isks? What Risks? 44
  45. How to tackle risks? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce! 45
  46. In Conclusion... 46
  47. Airlines need to restore the trust in their brands... 47
  48. Using the latest technology tools to build trust allows... Interaction without interruption Co-creation Building of a personality Ease of experience 48
  49. 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

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