Direct Marketing - How to Introduce a New Product to an Airline
Saturday, November 23, 2013
Airlines are large companies whose annual operating costs and revenues are measured in millions or even billions of dollars. Various departments of an airline, including the flight, maintenance, marketing, complaints and human resources departments, operate on a daily basis to ensure customer satisfaction and safety, and beat the sector's fierce competition. For this reason, any change to the organization's "machine" is taken only after serious consideration. This means that if you want to introduce a new product to an airline, whether it's a new check-in system, website or steward suits, you must do your best to convince the company to take the risk.
1
Make a visual presentation of the product, either in the form of a video, or in a presentation program, such as Microsoft PowerPoint. The latter is a better option, as you can control the flow of the presentation and answer questions the airline executives may have immediately.
2
Mention all advantages of the product during the presentation. For example, you can explain that a new website design includes interactive flash-based applications and is compatible with most Web browsers, or that a check-in system offers clear directions on all steps. Avoid general terms, like "the system is easy to use" or "the steward suit is impressive."
3
Explain how the advantages of the new product can remedy the shortcomings of older products. For example, advanced security features on the website can prevent cases of data theft associated with the old website, or a quicker check-in system can eliminate the problem of long lines at the airport. For this purpose, you need to gather detailed information about the currently used product.
4
Present clear arguments as to why the airline must take the risk of adding new costs to the balance sheet if this is a brand-new product. For example, an airline company may not offer merchandise. You must explain how the financial or marketing benefits of the new products can cover the extra cost of manufacturing and distribution.
5
Allow the airline executives to have some hands-on experience on the new product. Bring the new suit to the boardroom or allow executives to use the new website on the spot. This way executives can see for themselves the benefits of the product and even make their own suggestions.
Tags:
Direct Marketing, Marketing
1
Make a visual presentation of the product, either in the form of a video, or in a presentation program, such as Microsoft PowerPoint. The latter is a better option, as you can control the flow of the presentation and answer questions the airline executives may have immediately.
2
Mention all advantages of the product during the presentation. For example, you can explain that a new website design includes interactive flash-based applications and is compatible with most Web browsers, or that a check-in system offers clear directions on all steps. Avoid general terms, like "the system is easy to use" or "the steward suit is impressive."
3
Explain how the advantages of the new product can remedy the shortcomings of older products. For example, advanced security features on the website can prevent cases of data theft associated with the old website, or a quicker check-in system can eliminate the problem of long lines at the airport. For this purpose, you need to gather detailed information about the currently used product.
4
Present clear arguments as to why the airline must take the risk of adding new costs to the balance sheet if this is a brand-new product. For example, an airline company may not offer merchandise. You must explain how the financial or marketing benefits of the new products can cover the extra cost of manufacturing and distribution.
5
Allow the airline executives to have some hands-on experience on the new product. Bring the new suit to the boardroom or allow executives to use the new website on the spot. This way executives can see for themselves the benefits of the product and even make their own suggestions.
