Airlines 2.0Usingtechnologyforinnova2vebrandingthroughtherecession

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About the Speaker

• Airline branding expert & consultant

• Editor - SimpliFlying.com

• Columnist - BrandChannel.com

• Co-author of two books on branding

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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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READY?4

Let’s start by reviewing 2008

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Total estimated losses for airlines

$4,000,000,000

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Average drop in airline stocks

30%

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Expected price of oil in early 2009

$20Highest pric

e of a barre

l of o

il

$165

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Expected number of airline bankruptcies in 2009

509

Cost of s

econd bag ch

eck-in

$50

Cost of c

hoosing a sp

ecific s

eat

$50

Average fu

el surc

harge

$200

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RESULT?11

CustomersFrustratedEmployeesManagement

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In other words...

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Loss of Brand Equity

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Now What?

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Airlines need to get closer to the customer again.

But how?16

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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Bring in the social web...Community || Collaboration || Content || Co-Creation

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How to do it?19

Interaction without interruption

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A community for common interests

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A community for a specific target group

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A community for frequent fliers

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A community for potential customers

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A community in another community

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Co-Creation

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Customer often knows best

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Sometimes, competitions do the trick

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And other times, a customer-spokesperson is needed

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Airlines need a Personal!ty

But first...

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Em

plo

yee

s blo

gging

31

Em

bracin

g the

accid

en

tal spo

ke

spe

rson

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Keep it Simple. Make it Easy.

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Keep it Simple. Make it Easy.

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A Holistic Strategy?Interaction without interruption

Co-creation

Having a personality

Ease of experience

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JetBlue Airwaysblogging...

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JetBlue Airwayson Twitter...

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JetBlue Airwayson eBay...

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What about ROI?$39

Need not be just about money

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To capture a specific market...

Go where the customer is.

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It can be about engaging the employees

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The key is to have a quantifiable measure of success beforehand

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Risks? What Risks?44

How to tackle risks?

Recognize - What can go wrong?

Prepare - To involve the community

Be Resilient - Bounce!45

In Conclusion...

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Airlines need to restore the trust in their brands...

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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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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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