loading Loading please wait....
Login

If you are a registered, please log in. If not, please click here to register.

Your Brand and Business Aviation (Part 2)

Last month’s article addressed the policies that allow your aviation services to withstand the light of day. If you are doing nothing wrong- legally or ethically- then your use of aviation services is defensible. But why wait to be on the defense? In fact- I hate the idea of “defending” the use of Business Aviation. Being defensive implies you need to “defend” something- as in… it may be inappropriate.

Pete Agur   |   1st October 2013
print
Back to articles
Pete Agur Pete Agur

Peter Agur Jr. is Chairman and Founder of VanAllen - a business aviation consultancy firm with...
Read More

Your Brand and Business Aviation (Part 2): Public and Internal Communications
There’s no need to defend what you know has value. Advocate Business Aviation- asserts Pete Agur.

Last month’s article addressed the policies that allow your aviation services to withstand the light of day. If you are doing nothing wrong- legally or ethically- then your use of aviation services is defensible. But why wait to be on the defense? In fact- I hate the idea of “defending” the use of Business Aviation. Being defensive implies you need to “defend” something- as in… it may be inappropriate.

Do you defend your company’s use of cars and trucks- information systems or corporate facilities? Of course not. They are all essential. You would not be able to generate profits or stay in business without them. Perhaps you could make do- but the burden would cripple your competitive position and cost you more than your savings. The same goes for your Business Aviation services. The benefits are amazing. When measured on the bottom line in added revenues and more productivity by the people you transport- most often those benefits greatly exceed the cost of the aircraft.

The most valuable resource your company has is its high-impact people. They are the employees who make the business happen—the deal makers and “fire fighters”- so to speak. These people have a huge influence on corporate profits through their efforts. Yet you have very few of these people. So- getting them to where the action is and back home to keep them fresh achieves your company’s goals.

An average domestic Airline leg requires at least three more hours- door-to-door- than a business aircraft (and don’t overlook the need for key travellers staying connected while en route as they work in the privacy of a business aircraft). If your CEO is taking 30 trips each year- traveling via scheduled Airlines equates to a minimum of 60 legs and 180 hours of lost time. That means each key traveller using Business Aviation saves about four work weeks each year. Multiply that saving in time by the number of key revenue producers within your employ- and the use of Business Aviation becomes compelling.

Communicating
Business Aviation saves time and increases productivity. How do you tell that “Good News” story? How do you manage your private and public communications about Business Aviation? Cary Pfeffer is the founder of ClearComm Consulting (cary@clear-comm.net). Cary helps his clients deal effectively with planned and unplanned critical communications issues. Here are his specific guidelines:

• ”Get out front!” It’s the single best way to set the tone for the debate. If you have been silent and anyone – internally or externally – goes on the attack- you are already behind and probably losing ground steadily.

• Don’t let it slide off the priority list! If no one is mentioning the Aviation Department- take the time (on a scheduled basis) to remind people of its importance internally. Creating educated advocates is a huge advantage- especially when the topic comes up “out-of-the-blue”. Your supporters and leadership should be expected to understand and support this important tool.

• Numbers work: In limited amounts- pick a single figure that demonstrates the difference your Aviation Department makes. “Our senior leadership saved nearly 900 hours of focused- productive time by using our airplane to make regular trips to our Wausau manufacturing facility last year. We stay competitive by hiring some of the best and the brightest. Efficient use of time is one important metric used by sought-after leaders. Our Aviation Department is a big part of that equation.”

When the Media comes calling:

• “Keeping jobs here in the community means staying on top of our business. We are competing in a global economy- and no one wants to hear that our people are stuck waiting for a connecting flight. The expectation is that we will deploy our people where they are needed to stay competitive. Our Aviation Department helps keep jobs secure here in ________.”

• “Like every aspect of our business- the Aviation Department is evaluated regularly- and its use is an important business decision aimed at keeping vital jobs here in __________.”

• “We cannot handicap our people in an extremely competitive business atmosphere. Firms we are going up against daily are out there putting their people in place quickly. We cannot expect to keep up if we are unable to do the same.”

• Finally- offer your airplane assets when possible for humanitarian efforts- in disaster relief or just as a tool for good in your community. Someone else talking about what a great community partner you are is more powerful than anything you can say!

Each of Cary’s themes has the direct benefit of protecting and enhancing your brand. In summary- Cary says it can take years to build your brand and only a few minutes to take it down. When it comes to Business Aviation and your brand- you have full control over the use policies and practices that can either enhance and protect your use of business aircraft… or put it at risk.

Be prepared. Confirm that all policies and uses are on the whiter side of gray. Proactively- tell the story about how your use of Business Aviation benefits the company- your owners- your people and your community. Then- when a reporter- a gadfly or an employee asks the challenging questions- your response will be on point: Business Aviation usage assures the success of your company and its brand.

 

Related Articles

linkedin Print

Other Articles