Closing The Loop

RSVPair Member Report Nov 08, Dec 08

One of the most helpful developments in our early years (2004 and 2005) was the planning for the tight inter-relationships in the private aviation space. While we focused on bringing value to the air carrier, a big part of that effort is built around educating jet owners, fractional owners and charter passengers to increase the amount of users that access the site directly.

When we founded the Fractional Forum in 2004 we integrated the trust we had built with fractional owners with the opportunity to help them get to develop direct relationships with RSVPair Pro Members. The key, however, was working with carriers to help them understand that indirect association was the best way for the curious passenger, charter user, jet or fractional owner to begin the process of learning more about a carrier. The good news?

You Are Closer Than You Think

The Jet Owner Group and Pax9 are in the process of being rolled out in 2009 and we’d like to take this opportunity to show you a sketch that Adam and Scott whipped up in a planning session, when it occurred to them how tightly connected seemingly disparate industries are.

(Share this graphic by forwarding this link to anyone.)

Capitalize On This Cool Chart

How does the average air carrier gain the attention (and trust) of charter passengers / executive assistants, fractional and whole aircraft owners without coming off like just another pitch? After four years of working with the full spectrum of private aviation users, we’ve developed the most proven method to isolate and target the client profile you seek, beyond the basic nature of a directory listing.

A quick checklist to consider:

• Which fractional owners (by aircraft type) are most likely to need your services?
• What aircraft types are of most interest for your certificate?
• When was the last time you checked your airport / Web footprint?

The adage that 80% of your revenue comes from 20% of might be true, but the key in finding more of the best clients is to look where the big boys look and market in a fashion that puts you on par with them. Many fractional owners (today) are trading in their shares to become heavy charter users.

Fractional Focus?

Appealing directly to fractional owners is timely, since companies such as Flight Options are facing as much as 31% empty capacity in their Beechjet fleet alone as of November 2008. This fact means that (more than likely) those exiting customers are flying less, but still flying… and most likely in some type of Part 135 solution, with a traditional pay as you go model.

Management prospects don’t always pan out to bring you a turboprop or jet to care for, but getting on their radar for charter doesn’t hurt – being able to plug into their list of contacts for airplane questions is wise, timely and a long term play if you intend to grow your business after the deluge of 2009 is finished.

By educating your prospects (for free) you build more trust and enable them to mentally bookmark you for any airplane matters. So long as you aren’t overtly pitching and demanding more business, they are bound to see you as an expert.

Next Steps

In the coming weeks, we’ll be in touch with you to schedule a strategy session. Here are the next steps:

• Send us a quick mail to set up a call time.
• Think about which revenue streams are most critical to you in 2009.
• Work towards a 1:1 ratio between current overhead and sales and marketing and determine how to be more like Netjets, but not too much like Bluestarjets.

Also, we’ve updated our data & airport reports, which can be done live with you over the phone during your review session. Be sure to ask for the live URL for Web footprint analysis via email in advance of the phone call by replying to this mail.