Using FBO Advertising to Reach the 1 Percent
Think it’s time to incorporate FBO advertising into your marketing strategy? It truly is an environment like no other, as the airport is a place where people are receptive, affluent, have extended periods of dwell time, and where advertising is part of the experience itself - but where do you start, and what’s in store for your brand?
What are Fixed-Base Operators (FBOs)?
Photo via Jacky Lo hclojacky, CC0, via Wikimedia Commons
The term "fixed-base operators," often referred to simply as FBOs, are commercial businesses allowed to operate on airport grounds to provide services to the airport. Some of the services provided by FBOs include fueling, hangar services, charter services, aircraft maintenance, and catering services for private jet customers, aircraft, and crew. Think of them as private jet terminals functioning out of airports; inside the buildings, there are normally vending machines, lounges, small restaurants or cafes, and clean restrooms. So, if you’re a private jet customer who is going to an FBO, you will enjoy a unique experience with nice perks that commercial travelers don’t typically have access to.
At the larger, more frequented airports that serve major cities, there will be several FBOs on property, all in competition against each other to serve both permanently based and transient general aviation aircraft. However, even small-scale executive airports will have at least one or two FBOs; According to NATA, 75% of airports in the United States with more than 3,000 feet of runway have at least one FBO attached. FBOs are everywhere, in both high traffic, large-scale airports, as well as smaller, more remote sites, offering brands a variety of opportunities to promote across numerous locations and audiences. If you are ready to get started, do not hesitate to reach out to the media experts at Alpha Tango Media today.
The Reach of FBO and Airport Advertising
Global air traffic is predicted to double to 14 billion passengers per year by 2029, so targeting airports and FBOs will continue to be a critical aspect of marketing and advertising strategies. Airport advertising consists of several out-of-home methods to reach travelers such as digital displays, posters, vinyl hoardings and spectaculars. These around-the-clock ads are located throughout the terminals, at check-in and ticketing areas, baggage claim, VIP lounges, restrooms, and magazines, making your brand message practically unmissable throughout the entire experience. Memorable advertisements and enticing messages play a critical role in captivating audiences, drawing a connection, and influencing the viewers even long after they have taken off. This enables marketers to reap the maximum benefits for their budget and successfully reach target audiences like never before through FBO advertising.
Meliha Kasacheva, CC BY-SA 3.0 <https://creativecommons.org/licenses/by-sa/3.0>, via Wikimedia Commons
OOH and DOOH ads in this environment can be immensely successful because the audience is in the proper mindset and mood to absorb information. Travelers are positive and excited, as this experience breaks them away from their routines. The anticipation of a new destination puts them in an alert state, causing them to process advertising messages with much higher recall. According to a study, travelers are extremely responsive to airport advertising, with 80% noticing the media and 42% taking follow-up action. These follow-up actions include searching for the brand online, on a social media platform, visiting their website, or locating their brick-and-mortar locations. Not only is the audience impressionable and interested, but these ads are present during high dwell times. We are all familiar with the waiting game that comes with traveling; during this period, passengers remain in the same spots for extended periods of time and take advantage of the distractions around them, practically begging for entertainment as they await what is next. According to research, 85% of passengers would take this time to respond to an FBO advertising message. This is the perfect opportunity for your brand to be seen, front and center; there is no better time to communicate and tell stories that your captive audience would otherwise not have enough time for.
Getting Your Brand in Front of the 1%
Clearly, FBO advertising fosters a significant amount of lead generation, as well as brand awareness. In addition, FBOs offer exposure to a highly coveted audience - the 1%. If you’ve determined that this is your desired target, FBO advertising can work wonders for promoting your brand message in front of this very niche group.
Photo via Wilfredor, CC0, via Wikimedia Commons
The top 1% is a household income of around $504,000 or more annually in the U.S, and for a single earner, it’s $357,000. The typical FBO passengers are affluent, travel often, and enjoy investing in a higher end travel experience. In addition to celebrities and celebrated athletes, you will find high-profile business professionals frequenting FBOs on their way to and from work related events. These key influential decision makers have their minds on recent or upcoming work efforts and are tuned into messaging that reflects their mindset. They are keen on discovering new ideas and making successful deals, leading them to be open and receptive to new products. This creates the perfect environment to reach these highflyers (literally). The FBO audience is comfortable and consider shopping/browsing as part of the travel experience and is therefore more likely to pursue products and services that are advertised to them. Passengers that are in ‘vacation mode’ are often more inclined to splurge as well, as they are in an indulgent mindset. Not only do FBOs offer an extraordinary audience, but they transfer a perceived value of trust and prestige onto brands that advertise within; 71% of luxury jetsetters expect to see respected brands advertised at the airport. This luxury airport context adds perceived value to your brand, leading consumers to regard your product as high quality and reliable. FBO airport passengers, paired with a captivating setting, are the perfect receptors for getting your brand seen and pursued by the 1%.
Contact Alpha Tango Media Today to Discuss FBO Advertising and the One Percent
FBO advertising offers several exciting opportunities for your brand. From the moment passengers set foot on property, to when they lift off the ground, advertisements within FBOs are unmissable, unskippable, and a highly efficient means to get your brand message to that ultra-high net worth target audience. Travelers are the most receptive audience to OOH and DOOH ads as long dwell times and a captive audience is the perfect recipe for lead generation and raising brand awareness. Whether you plan to advertise at a large-scale airport serving major cities, or smaller executive airports, FBOs are everywhere and offer unique opportunities to promote across various locations and audiences. Not only do they successfully market to a captive audience, but you will get noticed by the most sought-after audience of them all; the 1%. There is a high level of perceived prestige and trust that comes with advertising at an FBO, so your message will strike a chord with frequent flyers. Airport audiences are ever-growing, changing, and expanding, especially as covid restrictions ease, so now is the time to take your brand to the next level at the hub of it all.
The once confusing process of media buying is now simple and straightforward with Alpha Tango. Want to learn how to get involved, or how FBO advertising can help your business grow? Request a free consultation from Alpha Tango Media and start advertising today.