FBO Success - Create Customer Engagement to Broaden Market Reach

By John Enticknap and Ron Jackson, Aviation Business Strategies Group ABSGgroup.com

Engaging customers in a meaningful and thoughtful way creates the glue that binds them to your FBO brand and helps broaden your market reach.

The more reach or penetration you have in your geographic area or region of influence, the more awareness you create for your brand, resulting in potential gain in market share.

There are three main keys to help make this happen:

1. Create meaningful messages that interest customers in a thoughtful and compelling way.
2. Communicate these messages through various channels or platforms.
3. Involve all your employees in the process.

Let’s break each of these key components down:

While creating messages you want to send to your customers, try to put yourself in their shoes. What do you think they would like to hear about your FBO operation? Avoid what we call chest pounding or telling everyone how great you are.

Instead, think about changes and improvements you have made to your operation or facilities that customers will value. For instance, you may have instituted a new process for keeping your FBO cleaner, safer or more secure. Or you may have purchased some new equipment that helps better serve your customers in a timelier way. Maybe you have a new accounting software program that speeds the delivery and enhances the accuracy of your customer invoicing process.

Once you have established these messages, communicate them through various channels or platforms, whether through advertising, social media, newsletters, emails or perhaps even a blog. Be diligent and mindful of your customer’s time and privacy and do not overdo it. In other words, do not wear out your welcome by sending too many superfluous messages.

Last but not least, involve all of your employees in this process. Treat your employees as stakeholders in your enterprise and seek their input on developing messages. Then close the loop with employees by providing feedback.

Remember, your line and customer service staff are on the frontline with your customers, so employees should be well versed in the messages being sent, in order to inspire meaningful customer dialogue.  

Please leave any comments you have about this blog post below. If you have any questions, please give us a call or send us an email: jenticknap@bellsouth.net, 404-867-5518; ronjacksongroup@gmail.com, 972-979-6566.

ABOUT THE BLOGGERS: John Enticknap has more than 35 years of aviation fueling and FBO services industry experience and is an IS-BAH Accredited auditor. Ron Jackson is co-founder of Aviation Business Strategies Group and president of The Jackson Group, a PR agency specializing in FBO marketing and customer service training. Visit the biography page or absggroup.com for more background.

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