ACI Customer Service Seminar Branding Customer Service Dallas Love Field Mark Duebner, Director of Aviation Dallas Airport System January 23, 2013
Agenda Branding 101 How Branding works Value of branding to an airport The Love Field Experience Pitfalls to avoid Q&A
Branding Branding is: Broad Who you are Platform to deliver message Consistent Branding is not: Marketing Advertising Call to action
Branding - The Big Picture Logo, slogan, color scheme, image Synonymous with customers feelings about your airport It is who you are Promise to customers Represents organization s values in everything you do
Branding - Why Does It Work? Consistency Illusion of Truth Effect - Lather, Rinse, Repeat Occurs even without explicit knowledge; a direct result of implicit memory People are more likely to believe a familiar statement than an unfamiliar one People are more likely to rate as true, statements previously heard, regardless of the actual validity Once you settle on your brand, stick with it Associate brand with everything
Bad Branding Emotional response can go sour if connected only with negative experience Branding message should not focus on specific marketing or advertising You may drive customers to make cost decisions rather than value decisions (i.e. where they park) Associate your brand with positive messages
Example
How does it fit with an Airport? Build the brand of an airport that is well run, clean, safe, and enjoyable The airport is focused on customer service Brand your customer service Deliver customer experiences that magnify brand promises Consistently give the message Focus on customer service Customers will believe you care
Dallas Love Field - Terminal Area 1970 s 8
Love Field Modernization Program (LFMP) 9
Strategy Dallas Love Field Activities: LFMP and CIP Public Awareness of LFMP City of Dallas, Airlines, stakeholders, public Communicate LFMP project activities and milestones Educate the public and stakeholders of airport facility changes (roadways, terminal changes, etc.) Maintain / improve customer experience during construction 10
Umbrella Concept History of Love Field and Future LFMP Signature for all materials throughout LFMP Construction signage, Press Releases, Collateral El Creative: Local Advertising and Design firm
Timeline 2010 2011 2012 2013 2014 Love Notes
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Lobby Wall 2009 14
Lobby Wall (2010) 15
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Signs of a New Love 2012/2013 20
Public Awareness Results ACI Communication and Marketing Awards 2011 and 2012 Partnerships / Teamwork Minimal complaints Flexibility 21
Why is it good for you? Brand Identification can lead to Brand Advocacy Such promotion or advocacy can take place both socially and physically. Socially, advocacy includes the recommendation of the company(and its offerings, or as an employer) to others or the defense of the company when it is attacked by others Allison, Ralph I., and Uhl, Kenneth P. (1964), "Brand Identification and Perception", Journal of Marketing Research, 1, 80-85.
Customer Satisfaction During Construction 4.5 4 3.5 3.78 4.06 3.86 3.59 3.6 3.93 4.13 3.7 3.93 4.06 4.07 3.78 3 3.92 3.74 3.84 3.88 4 3.94 2.5 2 1Q 11 2Q 11 3Q 11 4Q 11 2Q 12 3Q12 Overall satisfaction with the airport Business Passengers Leisure Passenger 23
Why is it good for you? Well-established brands are intangible assets that serve as a source of strategic advantage and create financial value due to their ability to generate cash flows via relatively higher margins O Neill, J. W., and A. S. Mattila. 2006. Strategic hotel development and positioning: The effect of revenue drivers on profitability. Cornell Hotel and Restaurant Administration Quarterly 47 (2): 146-54
Concessions During Construction $7,500,000 $5,000,000 $2,500,000 $0 1QTR FY11 2QTR FY11 3QTR FY11 4QTR FY11 1QTR FY12 2QTR FY12 3QTR FY12 4QTR FY12 1QTR FY13
Who is Branding for? Customers / Passengers Public Tenants Employees
Who can do it? Not you Someone who specializes in branding Not you Significant amount of science involved in look and feel: of brand images and messages Not you Professional to help with creative work, graphic design, and testing of concepts Not you
Top Five Takeaways Who you are not what you do Aim at their hearts - not at their heads Brand is not advertising no call to action You can t tell them once you have to tell them over and over Don t think you can do it yourself you can t
Thank You! 29