A strong sense of direction and clear vision have kept Soar Aviation on track to give the Australian aviation industry a much needed shake up.
Soar Aviation is Australia’s fastest growing flight training school with campuses in Melbourne, Sydney, Bendigo and Hong Kong bursting with students. They set out to prove that flying isn’t just for birds or people with money to burn, and have succeeded in making learning to fly more attractive to people who previously shied away from the high cost. A rock solid marketing strategy has played a huge role in this success. From day dot they knew what set them apart and where they want to be, and they aren’t afraid to learn and work hard to get there. We think they are a fantastic example of what can be achieved with a strong strategy, and these tips might give you some guidance on how to follow in their footsteps.
1. Always Look Ahead
If you want a long and prosperous life in your industry, every decision needs to be made with the future in mind. For Soar this means investing in technologically advanced aircraft such as the Foxbat, which is fuel efficient, safe and have a low operating cost. As most of Soar’s competitors still use older models, they are able to create strong points of difference through lower prices and higher quality to attract customers. It also allows them to demonstrate their agility in responding to industry trends and developments.
2. Implement Design Thinking
Valuing design as highly as other business considerations, such as budgeting and hiring employees, enables you to better understand your customers’ needs and offer them a superior experience. Soar integrated design thinking into their value chain analysis, and now have a cutting edge website as well as a consistent brand message across all channels. This approach enabled them to effectively portray their professional yet fun image, and has brought them a great return on their investment.
3. Expect Some Trial and Error
All businesses and audiences are different, so it might take a bit of experimentation to see which marketing channels and tools work best for your situation. Entering the market during the digital boom and trying to approach a young market, it was wise of Soar to try a few different marketing methods and styles to see what worked. By keeping an open mind and staying true to their budget, they have found that social media and Google AdWords are two effective tools for connecting with their specific target market.
4. Become Self-Sufficient
Learning a few tips and tricks from the experts is a great way to get your marketing started, but the ultimate aim is to be able to take care of it yourself. From the beginning, Soar have worked with different agencies and suppliers to better understand how to maximise their marketing efforts. Now they are a few years down the track, they have the knowledge and expertise to manage the majority of the work, which gives them greater control over the content, placement and analysis of their strategies.
5. Develop Your Own Voice
Customers can spot authenticity from a mile away and they will be drawn to a business that uses a personal style rather than a fabricated one. This kind of genuine interaction is important to Soar, which is why they decided to manage their own social media accounts and customer relations services. Whilst they still enlist a bit of help with designs, they create all the written content to maintain a consistent tone and build meaningful relationships with their customers.
6. Build a Strong Team
In order to create an inviting company culture, staff need to be dedicated to a common goal and demonstrate this through their attitude and behaviour. Soar have achieved this by developing a clear vision, mission and values that guides all their employment decisions. All applicants and staff must adhere to the company’s high standards to earn their spot on the team. This creates clear expectations and keeps everyone focused on working together to achieve their goals.
7. Create Multiple Income Streams
It pays to aim high when it comes to business and put some thought into how you can diversify your services. Instead of putting all their eggs in one basket, Soar is broadening its services to include scenic flights, charter flights and merchandise for aviation lovers. This savvy business decision will generate new leads from completely different market segments and create a stronger financial foundation for future projects.
8. Ask For Advice
You can save yourself a lot of time and stress by partnering with a business that can fill in the gaps in your knowledge and expertise. With no professional experience in design, Soar partnered up with a creative agency that shares their vision and values to complete the design work they need to give their business an edge. This enables Soar to focus on what they do best, whilst maintaining an appearance that reflects their unique culture and brand.
Soar Aviation was able to achieve their dream of making flying accessible to everyone, so there is no reason why you can’t achieve your business dreams too. If you’d like to find out how some smart strategy can help you get there, head to our Consulting page or drop us an email at firstname.lastname@example.org.