Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession
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This is the keynote presentation first presented at the Aviation Outlook Middle East, in Abu Dhabi, in March 2009. View details at http://simpliflying.com
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Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession
- 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
- 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?
- 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
- 35. Keep it Simple. Make it Easy.
- 36. Keep it Simple. Make it Easy.
- 37. A Holistic Strategy? Interaction without interruption Co-creation Having a personality Ease of experience
- 38. JetBlue Airways blogging...
- 39. JetBlue Airways on Twitter...
- 40. JetBlue Airways on eBay...
- 42. Need not be just about money
- 43. To capture a specific market... Go where the customer is.
- 44. It can be about engaging the employees
- 45. The key is to have a quantifiable measure of success beforehand
- 47. How to tackle risks? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce!
- 48. In Conclusion...
- 49. Airlines need to restore the trust in their brands...
- 50. Using the latest technology tools to build trust allows... Interaction without interruption Co-creation Building of a personality Ease of experience
- 51. 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
- 52. Get in touch Shashank Nigam shashank@simpliflying.com