Airline and airport marketing
8a) Propose, with examples, personal selling and public relations that could be adopted by King Airlines to attract the ATB travelers.
King Airlines could attract more customers by ensuring that there are systems in place that allow the airline to interact with its clients directly to keep in touch with the trends in consumer habits and the ever-changing tastes and preferences of various consumers. The airline could schedule virtual telephone calls with its core audience and ensure that the subject matter covers new products being offered by the airline, new flying packages inclusive of discounts, and new routes. These would be an excellent tool for notifying customers of new services and receiving feedback on the services currently offered by the airline. The airline could also set up help desks at entry at exit points at airports that travelers could easily access and get information on the airline and its services as they go. To improve their public relations, the airline could set up a program that rewards community members.
For instance, the airline could award frontline health workers and other first responders to a fully sponsored trip courtesy of the airline to recognize the efforts made in combatting the pandemic and saving people’s lives. The humanitarian aspect of the gesture would attract more customers to the airline. The airline could also partner with local health experts to conduct interviews and press releases that educate the public on safe travel measures and further break down myths about traveling post the pandemic. This would help instill confidence in travelers who may have safety and health concerns while traveling and, as a result, attract them to the airline. Research indicates that public relations and personal selling can boost a company’s turnover by attracting more customers to its destinations (Dore, Crouch, 2003). Therefore, the airline should ensure that the person selling and public relations strategies adapted are tailored to meet the airline’s objectives.
8b) Recommend, with examples, how King Airlines could apply online advertising, blogs, and vlogs, and search engine marketing to attract its target customers.
Research has illustrated that there is a direct correlation between consumer behavior and the method of online advertising applied, given that consumers respond differently to ads on various platforms (Stephen, 2016). King Airline could apply online advertising through effective use of display ads and search-related ads on social media platforms like Twitter and Facebook. For clients who were already searching for the airline, the ads shown to them could highlight the loyalty program’s benefits or offer testimonials from other satisfied customers. The ad should be customized to encourage the existing customer to continue using the airline and notify them of the services that await them when making King Airlines their airline choice. The display ads could be designed to attract first-time customers to the airline and notify them of new products and discount packages.
Further, King Airlines could partner with bloggers to create content on the airline’s websites. The bloggers and vloggers could go on a sponsored trip courtesy of the airline to its various flying destinations and document the travel experience from booking the flight, check-in process, flight experience, and the experiences at the chosen destination, which may be a hotel, a festival or a conference. Later, the vloggers and bloggers could shoot vlogs or write blogs on the airline’s websites that document the whole experience, including challenges and recommendations to other travelers. The content generated from the experience could be a great way of attracting more customers to the airline. Some may seek to reenact the whole experience or customize their own experiences. King Airlines could also attract its target customers through search engine marketing. The airline could ensure that traffic generated to the website is organic and authentic and that the traffic generated in the website is proportional to the conversion rate.
The airline could adapt various search engine optimization tools that would help the airline monitor the demographic accessing the website, the trends identified from customers visiting the website, and areas that may require more effort to ensure that the company ranks highly in internet searches. Search engine optimization tools ensure that the company’s visibility stays undefeated due to the high ranking on various searches on various. King Airlines could also attract its target customers through paid searches. The airline could partner with multiple publishers to display their ads and then reimburse them every time an ad gets clicked. The paid searches would be an effective method of buying organic traffic to your website, which may later be translated into ticket sales. The paid searches are also an effective method of growing one’s customer base who may help the airline boost its revenue. All these methods incorporated together would be a great way of attracting target customers through the airline’s online platform.
8c) With reference to the airfare list above, explain with examples, early-bird discounts and volume discounts are adopted by King Airlines and propose odd pricing and seasonal discounts to enhance its price competitiveness.
King Airline has made efforts to enhance its price competitiveness by offering early bird discounts and volume discounts on airfare prices. For the economy class travel, King Airlines charged different fees for senior citizens, children, and students. However, the catch was for those who purchased their tickets way ahead of the travel, also known as early bird tickets. Customers who purchased their tickets in advance would pay a generally lower amount than customers who bought their tickets hours to the flight scheduled for the weekend. Customers who bought the tickets in bulk would also get a volume discount for a minimum of four purchases. These packages are meant to attract customers to purchase tickets in advance so as to enjoy amazing deals on ticket offers. The early bird discount is an excellent way of enhancing price competitiveness, especially when complemented by a volume discount. Customers who purchase bulk tickets in advance enjoy fantastic discount packages courtesy of the timing and volume of their purchase.
Research illustrates that for a company to be successful, the company has to ensure that the pricing strategy adapted for its products propels the company to greater heights through boosting profits and turnover, which can be achieved through the selling of products effectively (Uya, 2009). As a result, King Airlines needs to adapt other pricing strategies for its airfare that complement the early bird pricing and volume discounts. Adapting different pricing methods would help the airline identify the strengths and weaknesses of each approach and be able to eliminate processes that are deemed least effective while scaling up the strategies that meet the critical performance indicators of the airline. King Airlines could adapt its price competitiveness through adapting odd pricing and seasonal discounts. Through odd pricing, the airline could revise its pricing structure and ensure that the rates offered to help the company maximize on its profits. As a psychological selling tactic, odd pricing takes advantage of human being’s cognitive abilities. Naturally, human beings are inclined to read only the first part of a price tag. As a result, King Airline could ensure that its airfare rates are structured to appeal to consumers but ensure the company maximizes its profits.
For instance, the airline could avoid setting their fares as $2,100 for advance purchases and instead state the price as $1,199. The slight disparity in pricing would appeal to more customers who may consider the new rates cheaper even though the price is ideally the same and would then boost the airline’s profits. The airline could also offer seasonal discounts so as to enhance its price competitiveness. The airline could revise its pricing structure to highlight discounts for customers who purchase their tickets during low seasons, which would attract more customers and subsequently boost the airline’s revenue. King Airline should adapt various pricing strategies to ensure that the airline stays ahead of its competitors while maximizing profits.
8d) Criticize the effectiveness of financial bonds, propose and justify structural bond strategy with examples for King Airlines to promote a good and long-term relationship bond with customers.
Research indicates that while financial bonds and incentives may be a great way of attracting customers, the strategy is not a reliable method of enhancing customer retention and promoting long-term relationships with customers (Garbers, Konradt, 2014). King Airlines should strive to ensure that while financial incentives are meant to attract the customers, the quality of services offered by the airline should propel the relationship further and establish lifelong relationships between the customer and the airline. Financial bond may prevent lifelong relationships between the customers and the company as it encourages inconsistency. Customers may be so used and entitled to discounts and other incentives to see the actual prices without discounts as a rip-off, which may prevent them from making purchases. As a result, most customers may seek better deals and discounts from other airlines, preventing long-term relationships from being fostered.
However, King Airlines could adapt the structural bond strategy to promote lifelong relationships with customers. King Airlines could ensure that the services offered are of high quality and precisely tailored to suit the needs of its customers. For instance, King Airlines should put systems that allow direct interaction with the customer and the airline. The platform would be a good way of keeping in touch with customer’s needs and hearing suggestions and views on improving the services offered. By constantly touching base with its customers, King Airlines would foster long-term, authentic relationships with its customers, promoting the sustainability of the airline.
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