Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession

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Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession - Presentation Transcript

  1. Airlines 2.0 Using
technology
for
innova2ve
 branding
through
the
recession Avia%on
Outlook
Middle
East Abu
Dhabi,
March
3‐5,
2009
  2. About the Speaker • Airline branding expert & consultant • Founder & CEO SimpliFlying • Global Lead- Brand Strategy, Airline Capital Associates, Inc • Columnist Interbrand’s BrandChannel.com • Co-author of two books on branding
  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
  4. READY?
  5. Let’s start by reviewing 2008
  6. $4,000,0 00,000 Total es timated lo sses for a irlines
  7. 30% Average drop in airline s tocks
  8. 5 l oi 6 f lo 1 e rr $2 ba $ fa Ex o p ice ec 5 pr te st d he pr ig ic H e of oi li n m id -2 00 9
  9. 50 Expected number of airline bankruptcies in 2009
  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
  11. ESULT?
  12. Frustrated Customers Employees Management
  13. In other words...
  14. Loss of Brand Equity
  15. ow What?
  16. Airlines need to get closer to the customer again. But how?
  17. By interacting with the customers on their terms By getting inside the fickle mind of the customer By sharing the ownership of the brand By revealing the personality behind the brand By tapping on the latest technologies to do this
  18. Bring in the social web... Community || Collaboration || Content || Co-Creation
  19. How to do it?
  20. Interaction without interruption
  21. A community for common interests
  22. A community for a specific target group
  23. A community for frequent fliers
  24. A community for potential customers
  25. A community in another community
  26. Co-Creation
  27. Customer often knows best
  28. Sometimes, competitions do the trick
  29. And other times, a customer-spokesperson is needed
  30. But first... Airlines need a Personal!ty
  31. Airline food, anyone?
  32. Embracing the accidental spokesperson
  33. Employees blogging
  34. Keep it Simple. Make it Easy.
  35. Keep it Simple. Make it Easy.
  36. A Holistic Strategy? Interaction without interruption Co-creation Having a personality Ease of experience
  37. JetBlue Airways blogging...
  38. JetBlue Airways on Twitter...
  39. JetBlue Airways on eBay...
  40. $ What about ROI?
  41. Need not be just about money
  42. To capture a specific market... Go where the customer is.
  43. It can be about engaging the employees
  44. The key is to have a quantifiable measure of success beforehand
  45. isks? What Risks?
  46. How to tackle risks? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce!
  47. In Conclusion...
  48. Airlines need to restore the trust in their brands...
  49. Using the latest technology tools to build trust allows... Interaction without interruption Co-creation Building of a personality Ease of experience
  50. 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
  51. Get in touch Shashank Nigam shashank@simpliflying.com

+ Shashank NigamShashank Nigam, 8 months ago

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