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

1. Airlines 2.0
Using technology for innova2ve
branding through the recession
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2. About the Speaker
• Airline branding expert & consultant
• Editor - SimpliFlying.com
• Columnist - BrandChannel.com
• Co-author of two books on branding
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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
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4. READY?
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5. Let’s start by reviewing 2008
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6. $4,000,0
00,000
Total es
timated lo
sses for a
irlines
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7. 30%
Average
drop in
airline s
tocks
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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
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9. 50
Expected number of airline bankruptcies in 2009
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10. 0 -in
5
k
ec
h
$
c
ag
b
nd
co
se
0
f
to at
s
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e
Co cs
fi
$
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pe
0
s
a
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ng
si ge
o
2
ar
ho
ch
c
of ur
$
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t
el
os u
C f
ge
ra
ve
A
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11. ESULT? 11

12. Frustrated
Customers
Employees
Management
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13. In other words...
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14. Loss of Brand Equity
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15. ow What?
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16. Airlines need to get closer
to the customer again.
But how?
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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
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18. Bring in the social web...
Community || Collaboration || Content || Co-Creation
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19. How to do it? 19

20. Interaction without interruption
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21. A community for common interests
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22. A community for a specific target group
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23. A community for frequent fliers
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24. A community for potential customers
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25. A community in another community
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26. Co-Creation
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27. Customer often knows best
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28. Sometimes, competitions
do the trick
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29. And other times, a customer-spokesperson is needed
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30. But first...
Airlines need a Personal!ty
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31. 31
Employees blogging

32. 32
Embracing the
accidental spokesperson

33. Keep it Simple. Make it Easy.
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34. Keep it Simple. Make it Easy.
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35. A Holistic Strategy?
Interaction without interruption
Co-creation
Having a personality
Ease of experience
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36. JetBlue Airways
blogging...
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37. JetBlue Airways
on Twitter...
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38. JetBlue Airways
on eBay...
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39. $
What about ROI?
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40. Need not be just about money
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41. To capture a specific market...
Go where the customer is.
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42. It can be about engaging the employees
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43. The key is to have a quantifiable measure of success beforehand
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44. isks? What Risks? 44

45. How to tackle risks?
Recognize - What can go wrong?
Prepare - To involve the community
Be Resilient - Bounce!
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46. In Conclusion...
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47. Airlines need to restore the
trust in their brands...
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48. 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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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
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