The seminar gave an overview of the Tier 4 regulation and the products available to meet the standard. With Tier 4 interim beginning in 2011 and the Tier 4 final regulation taking effect in 2014, Tonkin discussed technology in development by engine manufacturers. As for the impact of Tier 4 on the industry, he says, “You’re going to see the same or better machine operating capabilities … There is going to be changes in the fuels used, lubrication, and there will be a few additional maintenance practices that will have to be incorporated. There is also an operating cost-savings opportunity in the form of better fuel economy.”
ISAGO: IATA Safety Audit for Ground Operations
Speaker: Joseph Suidan, assistant director, ISAGO Program Implementation & Auditing Dept.
The seminar gave an overview of the ISAGO program, which was designed for ground handling companies operating at airports. The key goals of the program are to reduce ground hazards, aircraft ground damage, personnel injuries, redundant audits and increase security. Suidan gave an overview of the audit process and gave an update on the status of the program. Since the program launch in February 2008, IATA has established a member pool of 40 airlines, trained 280 auditors from 90 different airlines and performed 150 audits. Suidan also spoke about the development of the IATA Ground Operations Manual (IGOM), which is designed as a core set of standards for the industry.
Business Seminar: “Let Me Try Some of That Marketing!”
Speakers: Gerry Whitty, projects director, Cygnus Custom Marketing Group; Paula Williams, marketing consultant, Aviation Business Consultants International
Gerry Whitty spoke about ways companies can effectively build their marketing strategies and enhance their brand image. “You have to embrace the process of marketing to make it work for you,” he says. The process begins with understanding your guiding principles and creating a meaningful mission statement, he says. A company must also set objectives and goals. “This is one of the more important things too, because you have to be realistic,” he says. “Throughout the whole process, if you have a good handle on what your objectives and goals are, then you won’t set yourself up for disappointment.”
Paula Williams discussed how social media strategies can benefit a company in its marketing plan. She gave an overview of the available social media outlets, such as Twitter, LinkedIn, Facebook and blogs, and how those tools can be best utilized. There are two keys to social media: great content and great relationships. “It doesn’t matter if you’re on social media or not; your customers are,” she says. “Social media is huge right now.”
Each session is available online for viewing at www.groundsupportworldwide.com/video.