Opinion
That Was Yesterday! Nick Maynard, founder of Leading Edge Aviation Marketing, shares his opinion on the new approach needed by Aviation Marketers.
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f you listen to the lyrics of the timeless Foreigner classic – and the first single I ever bought, they could have been singing about 2020 and the impact that Covid-19 has had on, well everything actually. But that was yesterday I had the world in my hands But it’s not the end of my world It’s just a slight change of plans That was yesterday But today life goes on No more hiding in yesterday Cause yesterday’s gone The new ‘norm’ has become an overused phrase – and I actually prefer the phrase I heard recently during a Corporate Jet Investor summit. Rather than the new normal, we’re dealing with the ‘now normal’. The world we operate in has changed – and it will continue to change over the coming months as nations, societies, industries and communities continue to fight and then recover from this virus. As marketers, we need to be at the forefront of how our brands adapt in the face of a changing world, in the face of changing customer behaviour, and in the face of a reevaluation of the things that really matter – family, friends and communities. If there is any silver lining to the pandemic, then surely it must be that the world seems to desire and demand more humanity (and humility) from the brands we purchase from. How can a brand deliver the human touch in an age of social distancing? Here are 5 tips for brands who want to connect with existing and new customers.
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MEABUSINESS
One – Listen. It’s time for brands to show some empathy towards their customers. Listen to them. Understand their hopes, their fears, their needs. Brands can no longer afford to tell the customer what they think they want to hear, or rather the same sales pitch they gave the day before to a different customer. Two – Deliver I find it hard to believe that in this day and age, we still need to be compelling brands to deliver exceptional customer service at every touchpoint. Unfortunately, as consumers ourselves, we know this to be true. Define your brand by delivering on the promises you make – and the service you yourself expect.
seems to have had a very real impact. The world we operate in has changed – and it will continue to change over the coming months. Marketing has a significant role to play in helping brands navigate this storm. However, even in this ‘now normal’, if all the consumer is asking brands to do is listen, deliver, be creative, connect and lead is that really all that different from yesterday after all?
Three – Ideate There has never been a better time to experiment. Encourage a culture of creativity and experimentation to deliver new propositions or offerings that will excite existing customers and win new ones. The time is ripe for a new approach. Four – Connect Don’t be a corporate robot. Be human. Engage with your customers emotionally and empathetically. Because you now listen to your customers, you can create stories that resonate with them. But be mindful that these stories must also reflect your brand. Five – Lead Be a leader in your community and your industry. Consumers expect the brands they connect with to take an active role in the issues that concern them. Whether this is sustainability, racism (or any ism) or youth unemployment – an area in which Covid-19
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Nick Maynard, is the founder of Leading Edge Aviation Marketing, an independent marketing consultancy focused on helping aviation companies, operators, MRO facilities and other aviationrelated businesses to communicate effectively with customers to build awareness, improve loyalty and drive growth. For more information visit https://www.leadingedgeaero. co.uk/ or email Nick directly at nick@leadingedgeaero.co.uk
