Aviation Marketing, Tuesday 21 February 2017

last published: 13/Jan/17 10:36

 

Aviation Marketing, Tuesday 21 February 2017

OPENING KEYNOTE PLENARY SESSION

08:50

Organiser’s opening remarks

08:55

Chairperson's opening remarks

Teerapol .Chotichanapibal
09:00

Keynote Interviews

Join us for a series of exclusive interviews, where leaders of major airlines outline what it takes to succeed, and how they are planning to keep succeeding as the industry continues to ‘fly’ forward. Find out their thoughts on what the major game changers will be, how they are continuing to innovate their business models to remain competitive and their plans for the future of their airline.
 
09:00-09:20: Interview 1
09:20-09:40: Interview 2
09:40-10:00: Interview 3
Panel discussion
10:00

Aviation Leaders Panel: Asia Pacific aviation outlook ​

Asia Pacific remains a standout growth market for the aviation industry. Following their in-depth interviews,  these leaders come together to  debate some of the major challenges facing the sector, including:

  • How to keep revenues ahead of costs where a lot of the costs are outside of your control?
  • To hedge or not to hedge: In a low oil price environment, how important is hedging to profitability?
  • Customers want to pay a sensible price but still have growing expectations. How can the industry cope with the best-in-class expectations, while seeking sustainable profitability?
  • What will unlock growth for the industry?
  • What are the major trends that will drive aviation in the future?
10:30

Exhibition Visit, Networking & Refreshments

MARKETING STRATEGY & BRAND

Panel discussion
Aviation Marketing
11:30

Panel: CMO insights: What makes a winning marketing strategy?

A clearly defined marketing strategy is pivotal to acquiring and retaining customers. Join aviation marketing leaders at this panel as they uncover the secrets to their marketing success. Topics for discussion include:
  • Is it digital or nothing? How is the game changing in aviation marketing?
  • How much of a role should external agencies play in your marketing strategy?
  • With the customer journey becoming increasingly complex and touching many marketing channels, how can you identify the best way to spend your budget?
  • Just how important are analytics and big data in a successful marketing strategy?
  • How do you make your marketing campaign stand out when you are faced with more competition than ever before?
Fatima da Gloria de Sousa
Aviation Marketing
12:10

Dual brand strategies: How to position your brand effectively within your group

  • What do you need to think about in your marketing strategy when you’ve got low-cost and ultra-premium offerings within the same group?
  • What about when you’ve got multiple brands: Where should you position your airlines within your brand matrix?
  • Where do ultra low-cost carriers fit into this?
  • Will we see LCCs introducing more premium offerings, and would that change your branding strategy?
Fatima da Gloria de Sousa, Director Group Brand Portfolio Management, Air France–KLM
Grace Chan
Aviation Marketing
12:30

Brand refresh: How Malaysia Airlines reinvents itself

Join us to hear Malaysia Airlines' rebranding effort, a marketing campaign that extends from social media to traditional advertising.
  • Fresh approaches to communication, products and services, reward and loyalty
  • How to use social, mobile and digital to amplify the brand message 
  • Best practices for integrated marketing campaigns 
  • How data analytics help you grasp consumer sentiment for a rebranding and other major initiatives 
  • How to activate a major rebranding campaign in a smarter, targeted and less expensive way
Grace Chan, Head, Group Brand & Marcoms (Worldwide), Malaysia Airlines
12:50

Networking Lunch & Exhibition Visit

DIGITAL ADVERTISING & CONTENT MARKETING

Antony Yiu
Aviation Marketing
14:10

Making your digital advertising spend effective

  • Know what you want upfront: Identifying the real motivation for investing in digital advertising
  • Understand the underlying assumptions which inform ad targeting algorithms
  • What are the key components of a successful digital advertising plan? Is it more than just remarketing and pop-ups?
Aviation Marketing
14:30

Programmatic and how to do personalisation at scale

Different travellers exhibit different buying behaviours. If you’re thinking of all your customers as a single unit rather than individuals, you’re making a mistake.
  • Thinking programmatically: How technology makes it possible to reach millions of customers but each with something that seems personally relevant and interesting
  • How programmatic can increase customer conversions and revenue
  • Real-time optimisation: Reducing advertising costs whilst increasing conversions
Andrew Boggs
Aviation Marketing
14:50

Delivering content in context to drive sales

With marketers expected to double investments in content in the next 3 years, making effective use of content is critical. We will look at how data unlocks the key to using content to sell by looking at 3 case studies from British Airways. 
  • How BA drove sales by delivering personalised content to millions of customers
  • How the "Visit Mum" campaign targeting the US to India route delivered content in the context of the consumer journey
  • How the "Magic of Flying" campaign used data to deliver messaging in a whole new context
Mr Seth Cassel
Aviation Marketing
15:10

Digital power: A journey to direct channel growth

Airlines are making huge investments to lure customers to their direct channels. This presentation will look at some of the latest strategies and digital technologies to acquire and own the customers.
  • New customer acquisition and incremental revenue growth 
  • Improving customer experience and online through new technologies 
  • Executing highly technical strategies without highly technical people
15:30

Exhibition Visit, Networking & Refreshments

ROUNDTABLE DISCUSSION SESSION

Now’s your chance to get really interactive! Simply pick one of our roundtable topics and join the debate. Numbers will be limited at each table, to ensure everybody gets their chance to participate in the discussion.
16:10

Adapting for today’s corporate travellers: What’s real, what’s hype and what’s important?

16:10

Airport terminals of the future: Getting it right from the planning stage

round tables
16:10

Best practice in sourcing talent

The aviation industry is unique as it requires a great variety of talent to operate – cabin crew, pilots, engineers, marketeers, network planners, revenue managers, social media managers and more. That creates challenges in recruitment. Join us to discuss best practices in talent selection, development methodologies, latest online recruitment systems and assessment tools, and improvements in the quality of recruitment practices.
16:10

Chinese travel boom and how to profit from it

16:10

Cyber security: How to safely navigate dangers without slowing down your business

16:10

Deploying advance analytics anytime, anywhere

16:10

Deploying cloud technology

round tables
16:10

Distribution turning point: Who will win the battle for distribution share?

The speed of technology development has resulted in the constant splintering of distribution platforms. With mobile platforms poised to overtake traditional B2C websites what will the response from GDS and other channels be? What are the next developments that will complement the fast-adoption technology and how can airlines anticipate and prepare?
16:10

FSCs vs LCCs – What is the future for competition and how will long-haul-low-cost be achieved?

16:10

Ground handling at busy airports: Ensuring smooth arrivals & departures

Airport operations are complex. An orchestra of activities are carried out within a confined area, around expensive airplanes, in a short period of time. Airlines, airports and ground service providers need to come together to identify the gap in collaboration, where their practices are not meeting the standards and how to further streamline the passenger experience.
16:10

How should airlines manage and scale their disruption communications in the digital (and social) age?

With passenger numbers set to double over the next 20 years, so will the scale of disruption airlines have to manage. With growing customer expectations and an ever-increasing number of communication channels, the pressure is growing for airlines to have a robust disruption communications strategy, and a first-class customer service. How can a multi-channel approach help maximise engagement? Where does ‘social’ fit in and how should it be used? How can technology be used to break down operational and customer service silos, and to what extent can automation be used to help airlines manage disruption at scale?
16:10

How to create an unstoppable viral campaign

16:10

If the benefits of digitising an airline business are clear, what are the holdbacks and execution strategies?

16:10

Improving digital retail: How airlines and airports can collaborate

Airlines and airports need to work together to leverage data assets and embrace technological improvements, if they want to increase their ancillary revenues and keep up with the customer’s demand on a seamless travel experience. The word “silos” has come up too often in discussions on managing airline and airport data exchange. It’s been difficult, but it’s doable, given the advanced technology today and innovative retail models we’ve seen in other industries. 
16:10

Increasing productivity through automation

16:10

More content, more games and more advertising: Turning IFE into a business platform

16:10

Multi-channel digital marketing: How to reach, engage & convert visitors to paying customers

16:10

Multi-channel merchandising: How to increase ancillary revenue

16:10

Please don’t leave! How to retain your best talent

Failing to retain key employees is costly to the bottom line, especially when the aviation industry is short of skilled workforce and we need experienced leaders amidst increased competition. How to provide a positive employee experience? What are the unconventional ways of retaining talents?
16:10

Rethinking the customer experience: Meeting and exceeding the demands of your passengers

16:10

Seat & cabin design: How to combine comfort with high density

16:10

The future of airline partnerships: Codeshare pacts or global clubs?

While some advocates for the three global clubs, others opt for a patchwork system of partnerships (e.g. codeshare, interline agreements, joint ventures and equity stakes), adding their interests now extend beyond the alliance ties. Join us to understand the changing partnership strategies
16:10

Transformations in payment technology

16:10

Unlocking total customer value - Are airlines missing the point of loyalty?

Many programmes focus on rewarding the best customer the "Fat Head" of customers. But should loyalty in the future be democratised to unlock the long tail of loyalty? How can airlines extend customer engagement principles beyond FFP? We will look at how you can unlock value from your most engaged members through advocacy with compelling data from the Ogilvy Millward Brown Loyalty Index showing the impact of social engagement particularly within the Asian Market.  With mid and lower tier spenders how can loyalty programmes be best leveraged to deliver a more personalised engaging experience to drive value? Beyond the programme, real loyalty is created through positive and negative experiences in travel. How can digital fuel experiences that drive emotional loyalty?
16:10

When crisis strikes, you say what?

Airlines have the best crisis management procedures in the world and are models for other industries to follow. Airlines have manuals, procedures, training, readiness and resources to manage minor and major emergencies. But with a pervasive digital and social media global platform, what you say at zero hour sets the tone for effective management of a crisis. 
Panel discussion
17:00

Panel: China’s aviation: Shifting the centre of gravity

China plans to allocate about 77 billion yuan (USD $12 billion) for investment in civil aviation in 2016. 66 new civil airports are planned during its next five-year plan. On top of that, the growth of international traffic on Chinese airlines in 2015 was 33%. That’s the same as the previous three years combined.  Its big 3 airline groups are increasing their international focus, international airlines are increasing partnerships with Chinese airlines and routes to China. And that’s to say nothing of its domestic growth potential. Quite simply, China could be the game changing market in Aviation. Join us as we explore what this means for the air travel industry in APAC and globally, and how we should plan ahead on partnerships, market development and customer strategies.

Panel discussion
17:40

D-i-s-r-u-p-t-i-o-n! Embracing change: How can airlines thrive in the age of digital disruption?

New start-ups are emerging every day that could change the face of the aviation industry as we know it. More airlines are focusing on innovation than ever before. But what does this really mean for our industry? This exciting panel discussion, closing day 1, will see explore the disruptive factors changing air travel and how airlines can prepare for the next level. Key areas that will be addressed include:
 

  • What does changing traveller behaviour mean for the air travel experience?  
  • Competing with the advent of new and innovative technology
  • The digitisation of everything: How to turn challenges into opportunities?
  • What will be travel’s next big thing? - New emerging technologies (e.g. Artificial Intelligence) and how the industry can prepare for a different reality
  • The forward thinking airlines: How to partner with the emerging potential game changers?
  • Challenging conventional assumptions and exploring new approaches
18:20

Networking Drinks Reception

Join us for a drink at the end of a busy day of networking and learning at our Chinese-themed Networking Reception hosted by Spring Airlines. With jazz musicians from Shanghai, free flowing drinks, traditional Chinese cuisine and free flights for lucky winners, this is one networking event you shouldn’t miss. Did we mention it’s free with your premium conference pass?
last published: 13/Jan/17 10:37

 

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