Going the extra (air) mile for AvioBook

AvioBook is a provider of top notch aviation software for crew & ground staff. They approached us because they needed a new website but we decided to go the extra (air) mile. We took a deep dive into the unique world of aviation and immersed ourselves into what life is like for an aviation professional and what they truly need from an electronic software product like AvioBook’s.

Introducing AvioBook

An agile player in a challenging industry

AvioBook is an agile technology company which has celebrated over 10 years of development. They were acquired by the Thales group, an important French multinational company and market leader in high technology. Thales designs ground and on-board systems for civil aerospace and provides solutions to the space, transportation and defence sectors as well as the digital identity and security markets.

  • AvioBook has been approved by 24 civil aviation authorities.
  • 25 000 flights by over 60 different companies fly with AvioBook every day.

The unique challenges of dancing with a gorilla

AvioBook came to us because they needed a new website. However, we discovered that they could benefit significantly from streamlining their own processes.

Firstly, the industry itself - aviation - is a notoriously challenging sector with complex regulations, a classic corporate hierarchy and a long sales and decision cycle dictated by the airlines. In fact, AvioBook’s CEO compared the negotiation and sales process with an airline to dancing with a gorilla. There is also stiff competition from established players like Jeppesen and Foreflight (Boeing).

Secondly, Digiti analyzed the AvioBook sales process. We saw an opportunity to shorten their sales cycles by automating certain actions and focusing on creating more qualified leads. This would lower AvioBook’s manual workload, reduce air miles and make their sales model more efficient and scalable.

Reviewing the flight plan

The development of a digital strategy

Rather than just create a shiny new website, we realized that we could provide a much more meaningful contribution to enhance AvioBook’s efficiency and boost their business. So we kicked off a series of workshops with the aim of designing a powerful digital strategy to develop an efficient system which streamlines the internal process and transforms customers from prospects into ambassadors.

“Developing a transformative digital strategy that delivers results often requires an approach with a dual focus. On the one hand, digitization can vastly improve the internal processes of a company. On the other hand, it is crucial to be customer-centric and to provide the target audience with a user-friendly digital experience that boosts conversions.”

Jan Gevers - Digital Strategist - Digiti

We held six workshops with a diverse team of AvioBook stakeholders and our own experts.  Five strategy triggers emerged:

Outlining personas and the customer journey

Based on these strategy triggers, we defined SMART goals for our digital strategy. In order to meet these goals and come up with a seamless customer journey, we needed to align company insights with the target audience. We gained company insights using feedback from AvioBook stakeholders, a SWOT analysis,a competitor analysis.

A customer-centric approach requires a deep understanding of the target audience. To this end, we created personas or fictional characters with certain demographic characteristics, an online presence, interests, goals and frustrations. We then outlined the current and desirable customer journey, along with all the important touch points and marketing channels.

We decided to segment the personas we had prioritized in a:

  • Top-down customer flow: focusing on management profiles and decision makers within the airline
  • Bottom-up customer flow: focusing on pilots

Determining the brand archetype

To further deepen our digital strategy, we used the Hero brand archetype to strengthen AvioBook’s brand image and identity. Brand archetypes are timeless characters that endow the brand with a human face and a personality people can easily relate to.

AvioBook resonated most with the Hero because they are high achievers with the ability to develop premium products and services. AvioBook is also competent, ambitious and tenacious with a strong sense of duty and a tendency to inspire their target audience to be the best version of themselves.

The marketing strategy

Segmenting our target personas in a top-down and bottom-up flow allowed for better lead qualification and a higher conversion rate. We used inbound marketing techniques to attract and gradually warm up prospects by providing them with valuable content.

For instance, for our bottom up strategy, we focused on creating eBooks on topics that would be of interest to pilots, like optimizing operational efficiency. Through our ads, the persona would be led to the landing page where they were invited to download the eBook in exchange for their contact information. This would put into motion our email marketing strategy.

As our prospects gradually warmed up and obtained a higher conversion rate, their lead score increased. When they could be considered a hot lead, we pointed them in the direction of booking a demo with AvioBook. Depending on their lead qualification, they would either get access to an online video or they would be able to book in a virtual demo with an AvioBook salesperson.

In addition to marketing automation, we also used data captation and analysis tools like Google Tag Manager, Hotjar, Google Optimize, Google Analytics and ActiveCampaign. Our agile working methods allowed us to optimize the marketing process by continuously testing and experimenting in several iterations and growth cycles to see what works and what doesn’t.

The content strategy

To efficiently create content for our inbound marketing strategy, we used the concept of self-sustaining content pyramids. Content pyramids involve clusters of rich, qualitative content that can then be repurposed into long-form pieces of content and ultimately into short content snippets or even micro-content like social media posts.

As an example, for AvioBook, we created an eBook for pilots on operational efficiency. This eBook was then broken down into several subtopics, like fuel economy and on-time performance, for which we would create blog posts and finally quotes for social media. We crafted all content to be customer-centric and conversion driven.

Cleared for take off

Once we established a well-thought-out strategy supported by research and workshops, it was time to put it all into practice using a hands on approach. Together with AvioBook, we reviewed what was feasible in the short and the long term and we set priorities accordingly.

We defined a high level roadmap that contained growth cycles of one month each. These were then broken down into two week sprints.

Our marketing, content, design and development teams worked in parallel to reach the first target on the priority list: create a minimal viable product for the launch of the new website. To maximize the efficiency of the team, our developers created building blocks so that our content creators, marketeers and designers could easily insert the copy and adjust the layout of the website themselves.

Happy landings

For this collaboration, we came up with a full service game plan. We developed a powerful digital strategy to optimize AvioBook’s internal processes, we designed a new website and we set up a marketing growth strategy for many happy landings.

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