Objectives & Marketing Strategy

Develop a mobile responsive website designed to support digital marketing campaigns and generate sales leads for private charter and aircraft management services.

Marketing Strategy:

There are multiple targets to pursue and nurture, requiring a variety of integrated marketing tactics. Distinct messaging can be directed at specific targets for maximum effectiveness. Charter passengers seek different benefits than aviation brokers or aircraft owners.

We recommend a multi-channel approach with segmented messaging, depending on the target. Search marketing is the best way to step in front of existing demand and generate leads that are ready to buy – but they come at a cost. The key to controlling cost is the landing page and the quality score it earns from Google. In addition, investing in your brand and online reputation by growing a loyal following on social media and via email is the best way to reduce marketing costs in the long term.

Targeting more sophisticated charter passengers, aviation brokers and aircraft owners successfully online will require building a solid reputation – and a loyal following. Using social media, Green Dot can run ad campaigns and increase your followers by targeting ultra wealthy individuals living in specific areas with interest in private aviation and travel.

Posting information and content this target audience will find relevant and useful is key. Inspiring images of aircraft and the jet set lifestyle. Blog posts about ownership, aircraft types, management, destinations, etc. Ads promoting travel on specific types of aircraft or discounted empty legs. All of these are examples of content that should engage this audience successfully.

Using social media effectively requires an agency partner that understands how to target your specific audience and create the content needed to engage them, a website designed to publish the necessary content with dedicated landing pages for each audience segment, and a sufficient budget to reach the audience with enough frequency.

That’s where retargeting ads can help. Retargeting banner ads can be served to your targets once they leave your website and visit their favorite news, sports and social media sites at a very low cost.

To further reduce costs in the long run, we recommend utilizing email marketing to communicate directly with established clients using messaging specific to their segment. For example, we can design a custom email template for brokers that the Journey team can update daily if needed with rates or routes you want to promote. In addition, we recommend a monthly segmented email for charter clients and aircraft owners to stay top of mind and promote specific services or opportunities.