Campaign for Soaring Sales with Virgin Airlines (Second Half Exam)

Competition in the airline industry is fierce. People these days are growing to be more uneasy while flying, so airlines are trying to prove that they are the safest, most efficient airline to travel with. If Virgin Airlines has decided to increase the competition with Delta Airlines by upping the number of planes in airports around the country. To match such a move by the company, a digital campaign will be one of the most important things to construct. Not only will it be crucial for Virgin to create content that intrigues potential customers, but it is important to know when and where to market that content. 

The most important things for the company to keep in mind while generating content is to figure out what message it wants to deliver, and to whom it wants to deliver to. Virgin Airlines should figure out what type of buyer persona it wants to have, or what personality to demonstrate while marketing towards different demographics. If the airline wants to say, market towards businessmen, vacationers, and average consumers, they would take different positions marketing towards each group. "The best way to learn about buyers and develop buyer persona profiles is to interview people" (Scott p144). With carefully constructed questions, the airline can actually analyze the answers provided by each demographic to design marketing ploys. The groups will actually tell you exactly what you need to market to them to earn their business! With businessmen in mind, Virgin can advertise large discounts on LinkedIn for companies that want to fly out groups of employees. For the vacationing family or couple, followers of Virgin Airlines's Facebook page, Twitter account, and Google+ page can enter into a points system (Points for Planes) exclusively offered through the three mediums that offers large amounts of points for frequent flying and flying to new areas. Smaller points could be offered for leaving comments and feedback on posts made by the company. With an insane sum of points accumulated, customers could then enter a raffle for free trips or spend their points on smaller prizes. For the average consumer, frequent fliers can be offered large discounts on every third flight. They could also be offered the Points for Planes opportunity if they follow the airline's social pages. Social pages can be used to direct consumers to the Virgin Airlines blog, where the company can offer updates in the company, as well as thought leadership content. In thought leadership content, "the content that you create will be a solution to those people's problems and will not mention your company or company products at all" (Scott p167). Virgin, for example, could post travel safety tips. This technique shows the audience that the company or organization truly cares about their well-being, and that they are not JUST about making a sale. Links to the appropriate websites can also be offered on the Virgin Airlines company website for easy accessibility. Customers will feel a more positive relationship with the company and will likely keep them in mind when choosing who to deal business with. As long as content is informative and engaging with an audience, there will be an outstanding amount of feeback.

A perfect photo that gives a serenity in flying.

The content for the Virgin Airlines campaign has been developed, all that is left is to render how the message is to be delivered. The campaign detail mentions that Facebook, Twitter, Google+, and LinkedIn will be good mediums to use in telling the market about deals and promotions. When would it be smart to actually post things on these pages, however, so they won't be buried in newsfeeds? A 2010 study on Facebook activity shows that morning posts in mid-week are most viewed and commented on (NMDL 3-24, p92). The study goes on to say that only posting from the 9-to-5 hours will miss out on roughly 65% of users who only Facebook after work and school. Blogs are great for press releases (like announcing the massive increase in plane numbers) and addressing customer concerns. These five tips to blog for a business's success explain that choosing a professional looking blog platform, driving in traffic from social media, and truly listening to the feeback of commenters can be the difference between improving relationships while learning about your company from another perspective and being completely lost as to how to connect with the right audience (NMDL 2-27, p67). To make sure that public relations is up to par, it is important to listen to that feedback from all social media and blogs associated with the airline. It would be smart to have social media managers monitor social websites around the clock (especially Facebook and Twitter) and blogs for an new buzz about the company. This can help the airline capitalize on any positive posts that may direct traffic to the sites associated with the airline, as well as preventing any negative buzz from keeping people from wanting to look into the airline's messages. With any press release (which yes, can help improve public relations), it is important to make the release search engine optimized (SEO) efficient. Using words that people outside of the industry will understand is as important as using keywords to land people to your content (NMDL 8-26, p176). Making all posts and pages SEO friendly is a giant key in helping people find Virgin Airlines content instead of competitor content. As Scott mentions on page 301, "true success comes from driving buyers to the actual content they are looking for." Using broad terms in the airline's pages won't separate them far from the content that Delta Airlines posts online. Chances are that using more specific terms will help push the Virgin websites up to the top of a Google search more often. If no one can find the content, no one will look into any of the promotions that Virgin is offering.

Following these techniques will definitely drawn in more buzz from current and potential customers of Virgin Airlines. There is content that can appeal to each demographic on the most popular social media networks. Company blogs are going to be easily accessible and comprehendable for consumers to digest. The audience in all of these mediums is encouraged to converse with the airline, which will make them feel more appreciated and respected. This campaign is a sure way to fill those new seats and help Virgin push to be a leader in the aviation industry.