Tripling mid-funnel leads through Integrated Communications and Content.
Aircraft Performance Group’s (APG) applications and enterprise solutions provide the most accurate, real-time pre-flight performance data for business aviation pilots and operators, including flight planning, runway analysis, and weight and balance calculations.
Like many innovative, forward-thinking companies, Aircraft Performance Group was always looking for ways to grow its brand and refine its position in the marketplace. In 2019, during a period of tremendous business evolution – marked most significantly by the introduction of a new product and an ownership change – APG took the opportunity to strategize a new market vision.
Avocet planned and deployed a full-funnel integrated marketing communications program to increase awareness for APG as a best-in-class solutions provider driving product purchase conversions. We also created a new website and executed a corporate rebrand in line with the business’ growth trajectory.
Through both modern digital tactics like paid social media and marketing automation, and timeless traditional methods including print advertising and strategic media relations, Avocet deployed a comprehensive and agile plan. Content generation and awareness promotion led the first two quarters of the year, and intense tradeshow planning for business aviation’s biggest event of the year, NBAA-BACE, rounded out quarter three and four. Avocet also attended the NBAA-BACE tradeshow with APG in October, ensuring preplanned strategies and tactics were coming to fruition in both quantitative and qualitative ways.
Synergy, although at this point an overused buzzword, is the best way to describe the plan Avocet developed and executed for APG. Each piece and part was intelligently designed and deployed, but the real value came from the combination of all strategies and tactics into a cohesive, thoughtful plan. This was highlighted even further with the elegant rebrand Avocet created for APG as they solidified their position in the market. Content creation including organic social media, podcast development, collateral, digital advertising assets, and print campaigns provided the ammunition necessary to drive communications through marketing channels including social, display, email, advertising, PR/MR, and in-person. A brand new website provided the necessary housing and interactivity to bring together content and communications.
We choose the industry’s largest tradeshow as our runway to make a big splash for APG’s two new service offerings to its already popular iPreFlight GENESIS flight planning app. Our efforts were multi-faceted and hinged on increasing booth attendance (up 3x YOY) and on proactive media relations ( EMV reach increased 97% YOY). Additionally, we achieved 2.3x YOY organic social engagement, paid digital advertising exceeded the industry average for click through rate by 4x, and email CTR advanced 47% YOY. Moreover, sales pipeline more than tripled YOY.