As an industry, Fixed Base Operations are in a state of transition on many levels. The past 10 years have seen the highest level of mergers and acquisitions activity than any time in history. In the most literal sense, the command-response of “You have the controls- I have the controls” means an entire generation is departing the pattern for retirement, while another is checking in on frequency.
Baby boomers are leaving in droves, and Generation Xers are finding themselves in charge of vast aviation empires, with no Pilot’s Operating Handbook. Adding to this complexity is that the marketing tool of social media, once novel, is now ubiquitous, while the once ubiquitous print media trade publication has become novel. A generation who once differentiated their businesses with a compelling narrative is at odds with a demographic sired to soundbites.
And yet, these two disparate methods of storytelling are both highly relevant to crafting an FBO’s unique narrative in this transitory phase in the industry. How then should an FBO address the business imperative of effective marketing? One part of that answer, is through a mixed media approach to its advertising: Print, online, and social media campaigns.
While the budgetary percentages assigned to each of the three mediums vary, representation in all three must still be considered by an FBO. Like land-based phones or wristwatches, print media may seem superfluous in a modern approach to marketing. Yet, as alluded to previously, a great many customers of FBOs- the pilots and passengers alike- are themselves still strongly engrained to print.
Despite reports to the contrary, rare is the twenty-something hipster with an iPhone as umbilical, stepping off the back of a business jet these days. There remain elder statesman- and stateswomen- of industry in the back of the jet, who yes, still rely on print. Likewise, pilots who are either the decision-maker or decision-influencer as to which FBO to use, still read print too. Wise FBOs who incorporate a portion of print into their marketing campaigns should look for publications that also offer an online presence, and an annual FBO rating system, ranking, or reader survey of some type. Magazines such as Airport Business offer a best and brightest opportunity in their annual “Top 40 under 40,” permitting FBOs an opportunity to feature superstar employees.
Professional Pilot Magazine and Aviation International News each offer annual FBO ratings systems, with the former also giving an opportunity for an FBO to feature employees. These print media opportunities offer bragging rights and market differentiation for FBOs, both of which can then be leveraged in the other two marketing media, online and social.
Though an oversimplification, the core role of any marketing campaign can be summed up in two disciplines: brand awareness or call-to-action. Because no one clips coupons for cheap jet fuel out of industry trade publications, print is today primarily a brand-awareness play for an FBO as opposed to call-to-action. Online marketing however, offers an FBO both possibilities.
Interestingly, a lesson from the earliest days of print actually applies to online advertising- keeping vital and relevant information “above the fold.” With regard to online marketing, “above the fold” refers to placing prioritized content at the top of a web page preventing visitors from having to scroll down.
In an effort to solicit an interaction from a user, ad content can be a call-to-action banner that routes the user to a desired location. For FBOs, websites like SkyVector.com and FltPlan.com are ideal for combining brand awareness with call-to-action ads because those websites offer a unique capability, flight planning, which may be complemented by an FBO’s advertisement. For instance, if a user is planning a flight and an FBO advertisement directly correlates to their intended route or destination, they are more inclined to engage with the ad, and click through. Regardless of the “to click or not to click” decision of the user however, the impression of the advertisement alone will still impart brand awareness of that FBO to the user.
These days, social media is often heralded as the reigning online method of marketing, but this proclamation is myopic and relative only to the subject being advertised. Simply put, while a “Like” on Facebook may influence a potential customer of 7-11 to buy a Slurpee, a “Like” of an FBO’s most recent post probably doesn’t translate to a G650 operator taxiing over and buying a few thousand gallons. A Slurpee is a consumable item that millions of consumers can afford, while there’s still fewer than 200 G650s in the world.
For an FBO then, social media is largely a tool to promote brand awareness. It is highly questionable as to whether or not it affects customer decision-making in the FBO industry. To be sure, if utilized wisely, social media campaigns can cultivate positive brand awareness. Discretion however should be exercised with its use. An FBO should be careful to use social media platforms with the same quality of professionalism demonstrated in their other marketing or advertising capacities.
While social media can offer fun advertising alternatives, the injection of humor into a social media campaign must be done in a delicate fashion, attracting user attention while also responsibly curating the image of the brand. Though it would seem the ultimate recipe for a social media post going viral includes a cat video, it probably isn’t appropriate for an FBO unless perhaps the business is named for the flamboyant air racer Roscoe Turner, who famously flew with “Gilmore,” his trusty lion cub at his side.
During this transitional phase in the industry, an FBO must still capitalize on the possibilities offered by print, online and social media, as all serve as viable advertising platforms. Yet, just as those three platforms work better in conjunction rather than alone, they must also be supplemented via other marketing methods. Marketing in its most complete sense, must extend well beyond advertising and into other branches of effective brand awareness and ambassadorship. A wise FBO should undertake a multi-faceted marketing approach and should also consider community involvement, media relations, participation in tradeshows and industry events, customer visits, aviation scholarships and other giving mechanisms, and much, much more than can be illuminated within the confines of a few pages. Like a well-oiled machine, the various components of an FBO’s marketing plan must work in harmony to achieve its goals. The creation of engaging content that is consistent to the brand’s identity, yet calibrated to rapidly shifting customer demographics, is the first step.
Alexa Paprosky is an associate with FBO Partners specializing in content marketing and media strategy. An active pilot, Paprosky also holds a BS in Journalism and a MS in Aviation & Transportation. She may be reached at [email protected]
