Airbus sells to airline carriers: negotiating aircraft
sales contracts that can run into the billions of
US dollars. The buyers are an exclusive bunch: the
senior executives of airlines such as NorthWest, British
Airways, or Qantas.
So why does Airbus invest in press and TV advertising?
It's not to reach those busy senior executives;
it would be cheaper just to pick up the phone. Airbus
is advertising to reach out to the traveling public:
the 'customers of its customers', the likes of you
and me.
Here are three examples of their print advertising,
part of a global campaign including print and TV:
Airbus is advertising because it has recognized
our value: we are purchase influencers.
There may be very few travelers who book flights
based on the make of aircraft (there are far too
many other considerations: the choice of airline
carrier and flight schedule for example). However,
Airbus clearly believes that building the Airbus
brand amongst us, the traveling public, is worth
the investment. If we know the Airbus brand, and
understand its benefits, that can be of benefit
to the airline carriers too. Suddenly Airbus has
an edge over it's competitors in the sales negotiations.
Most brands have purchasers and purchase influencers,
so…
Ask yourself:
