Aero Industrial Sales has been in a reboot mode for the past 2 weeks. In March AIS journeyed to 1 of the 2 conferences they attend every year, MRO Africa, in Johannesburg South Africa. With this event a new creative was developed to replace the previous runway art that was the base for most of the creative since 2013. The new idea is to think beyond its client base in Africa to establish a “Global Reach in Aircraft Parts and Services” with a map referencing an airline map of routes and destinations. Before this artwork was created AIS launched a weekly B777 inventory hotlist email and a supporting daily deals social media campaign. The launch was a success, and the lead generation was strong, actual sales are not available. The goal of the campaign was to improve the SEO ranking of AIS while generating leads and expanding the global presence of AIS. The strength of the campaign was evidenced by the interest in the weekly email which was a consistent 550-700 opens and high engagement in the click and multiple open measurement, but still a plateau had been reached. A reboot is necessary to bring the Global Reach and the Weekly Inventory/SEO campaign together.
The reboot involves 2 paths, one path is to repackage the inventory under the global reach concept and the second path is to churn interest in a broad email list for the various services AIS offers aside from inventory. To achieve this 2 emails campaigns were developed. The inventory email continues with the Global Reach reboot, and a second Global Reach in Aircraft Services which is delivered bi weekly. The idea is to generate more leads, and sign ups with the bi weekly services email which would be apparent in the higher volume in the weekly email which has a dynamic list based on the recent activity of the email recipient. The Daily Deals would be restyled into a GIF or a video featuring specific parts from the weekly hot list inventory email.
Its been fun developing this reboot. While its currently in approval mode, I’m glad to share what could be signed off right away. I look forward to the challenge of developing new content from scratch whether its copy, design, or video and I can’t wait to see the analytics of how the new campaign generates organic SEO interest now with video linking back to the AIS website.