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OCR for page 41
Marketing Tools 41
Exhibit 6.1--Relative Cost of Marketing Tools.
Cost of Marketing Tools
Free or Minimal $ $$ $$$
Press Releases Website Radio TV Ads
Editorials Promotions (e.g., free tickets, gifts) Newspaper Ads
Travel Related Articles Receptions Billboards
E-Mail Newsletter Open House
Chamber Speeches
Networking
Testimonials
Source: Oliver Wyman
Fortunately, the marketing tools that small airports use most frequently and find most effective are also the tools
that cost least.
The top three marketing tools for small airports are the airport website, newspaper articles, and press releases.
Only the website has an associated investment and it can be a very modest one in terms of the cost to set up
the website.
It is worth pointing out that the small airports that are the most effective at marketing seem to market continu-
ously. Even with limited budgets, they are in the public's view with great regularity. A low cost technique that is
used by many of these airports is networking. Managers of these airports take every opportunity to meet with
business leaders, community groups, news people, public officials, airlines, tenants and potential tenants,
developers, industry groups, and a host of other individuals and organizations. Through this relentless network-
ing, these airport managers succeed in getting out their message. Since much of this networking is either free
or low cost, the importance of networking cannot be overstated.
6.3 TOOLS AIRPORTS USE TODAY
In deciding what marketing tools to use, it is helpful to know what tools other airports are already using. Based
on the interviews conducted with managers of small commercial service airports and general aviation airports,
all airports rely heavily on three top tools--the airport website, newspaper articles, and press releases. Beyond
these "top three" tools, airports use a wide range of other marketing tools. There are some differences, although
not major ones, between the tools used most frequently by commercial service airports and those used by gen-
eral aviation airports.
COMMERCIAL SERVICE AIRPORTS
Nearly all commercial service airports reported making the most use of their website. This was followed by the
use of articles in newspapers and magazines, and then press releases and radio ads.
Newspaper advertisements, chamber lunches, TV advertisements, and billboards were also used by nearly
one-half of the commercial service airports. In contrast, very few commercial service airports relied on airport
open houses, student education events, electronic newsletters, or magazine ads--although all these tech-
niques were used to some extent. Exhibit 6.2 shows the tools used most by commercial service airports.
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42 Marketing Guidebook for Small Airports
Exhibit 6.2--Marketing Tools Used Frequently by Commercial Service Airports.
Number of Airports Reporting Used "A Lot"
Airport website
Articles in newspapers or magazines
Radio ads
Press releases
Billboards
TV ads
Chamber lunch
Newspaper ads
Printed marketing brochure
Electronic newsletter
Student education events
Airport open houses
Magazine ads
0 2 4 6 8 10
Responses
Source: Airport Marketing Survey, June 2008
Airports differed in their views regarding the usefulness of market research. Some airports, both large and small,
conducted customer satisfaction and travel destination surveys. Others said they regarded market research as
useful, but did not have the budget for it. Still others said that they did not need to conduct market research
because they knew the issues.
GENERAL AVIATION AIRPORTS
As shown in Exhibit 6.3, the most popular marketing tools among general aviation airport managers are the
same top three tools--the airport website, press releases, and articles in newspapers and magazines. More
so than commercial service airports, general aviation airports minimize the use of the more expensive market-
ing tools and instead rely on a variety of low cost marketing tools.
General aviation airports make use of economic impact brochures, printed marketing brochures, and printed
newsletters to a greater extent than do commercial service airports. And they make much less use of the more
expensive marketing tools--television, radio, and billboards.
Although both general aviation and commercial service airports engage in substantial networking activities,
general aviation airports focus more heavily on this form of promotion than do commercial service airports. Most
general aviation airports reported multiple ways in which they networked on a regular basis (see Exhibit 6.4).
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Marketing Tools 43
Exhibit 6.3--Marketing Tools Used "A Lot" or "Somewhat" by General Aviation Airports.
Number of Airports Reporting
Airport website
Press releases
Articles in newspapers or magazines
Printed marketing brochure
Airport economic impact brochure
Magazine ads
Printed newsletter
Newspaper ads
Electronic newsletter
Radio ads
Advertising on other websites
Billboards
TV ads
0 5 10 15
Responses
Source: Airport Marketing Survey, June 2008
Exhibit 6.4--Networking Activities Used by General Aviation Airports.
Number of Airports Reporting
Meet with existing tenants on regular basis
Participation in state Airport Operators Association (AOA)
Attend conferences
Public speaking in community
Meet with business prospects
Membership in AAAE
Participation in local chamber or rotary
Operate booth at conference/convention
Guest speaker at conference
Meet with airlines
Other
Membership in ACI-NA
0 5 10 15 20
Responses
Source: Airport Manager Survey, June 2008
