Launching a new B2B business in the aviation market
Avensis Aviation had a vision to disrupt the aviation market with a pionneering array of innovative products and needed a full-service digital marketing strategy and execution to realise their goals. We made it happen.
Avensis Aviation launched in 2020 as a new B2B organisation reacting to the changing demands in the aerospace sector. As thousands of passenger planes sat idle the demand for air freighter cargo planes soared. Avensis Aviation sought to solve the industry challenge of rapidly needing to increase air freighter capacity across the sector with a scalable, flexible and reversible approach.
However, as a new business in a highly competitive industry with well-established organisations, it would be a challenge to capture the eyes of the market. The WildTribe team was brought on board to build and execute a digital marketing strategy to enable rapid and impactful brand awareness growth.
Although the aviation industry was a step in a new direction for our team, we embraced the challenge and applied our proven marketing methodologies. Crafting a strong tone of voice, establishing core values to harness the business messaging and developing a visual identity to match the progressive philosophies of the company. We created a digital brand to embody disruptive, agile and pioneering values.
The next step was to develop a strong digital strategy which included building a dynamic and engaging website, effective social outreach and email marketing touchpoints. We needed to achieve these steps with great impact, and so timing, approach and delivery were key ingredients to get right.
As an engineering organisation, the website needed to be informative and clear, but ensure it spoke to the core values of the business. Using a wireframe, we collaborated with the Avensis team to shape the content blocks, the hierarchy of messaging, user journey and SEO considerations.
We then developed the design of the website using bold brand colours, iconography and strong imagery, but also implementing animated features such as parallax scrolling. Email sign-up integration was added to capture potential customer details and onboard them onto a monthly newsletter. The website was fully tested across mobile, tablet and desktop devices to ensure responsive elements aligned correctly.
Finally, speed testing on all popular browsers.
In the modern marketing environment, a business's digital identity is its most valuable asset. But being scared of using it and worried about the consequences can see traditional businesses gather dust and fall away from the conversation. After much industry research, tone of voice strategizing and content strategy development, our team launched a confident, engaging and importantly ‘active’ social presence to LinkedIn and Twitter for Avensis.
We paid special attention to key activations and amplified their impact, delivered visually eye-catching posts which act as ‘scrolling interrupters’ and ensured our topics aligned well with our audience. We continue to develop, evolve and execute a well-oiled social media strategy for Avensis today.
Email stats in 2020 showed there are 3.9 billion users worldwide, compared to 3.2 billion on social. I use this stat to reinforce the importance of both marketing outlets for communication.
As a disruptive, young and pioneering organisation, Avensis has great intellectual insight many want to know. And email marketing is the perfect place to convey their voice. Social allows for light-touch engagement, brief moments of consideration and interaction where you can build momentum and a ‘social hum’ in your sector. Whereas email marketing can capture your audience's attention in a more focused way, they apply more thought and often navigate from your email onto your website or microsites.
Talking to your prospects on multiple platforms deepens your engagement and creates a far greater opportunity for them to convert into clients.
From a relative standing start, Avensis Aviation has established a strong social media presence and email newsletter subscription base. Website enquiries from potential clients and aviation media have been frequent and as a result, the business is in a strong position with a growing customer base moving through 2021.