Airport Business

JUN-JUL 2018

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June/July 2018 airportbusiness 17 MARKETING that understands the value of the marketing initiative," she said. Emphasize that any positive return on a successful marketing strategy takes time, she added. Effective marketing also takes money, said Sugars. "Support from executive management ideally includes a workable budget to create ads or collateral, then place those items where they need to be," she said. Contract with an outside agency if possible, Williams advised. "We're fortunate Anyone Collective is a full-service shop that does it all, including creative development and social and digital media data collection and analysis," she said. "Most importantly our agency understands the parameters we face as an organization governed by an airport authority." For Toronto Pearson's Williams, it's all about the passengers. "Never be afraid to change course and forget all the things you've done in the past [but] focus on the passenger experience first," she said. "Be ready to try new ideas and fail forward if the execution is not perfectly successful. Use all the key learnings you can gather to break with tradition and push towards an interesting and engaging new passenger experience." Dallas Love Field's Perry advises not to forget about the effectiveness of social media. "Don't be afraid of embracing social media. It is an easy way to reach thousands of customers and to build up goodwill with an audience," he said. "It is very important for Love Field, because it gives us an avenue to interact directly with our customers and the working press, as well as get continuous feedback." Dylan's Candy Bar recently opened a 1,100 square-foot location with more than 500 different items, including a wide variety of candies, a chocolate station and other candy-themed gifts at Toronto Pearson International Airport. Greater Toronto Airports Authority Skymark Worldwide Leader in Aircraft Refuelers Ask About Our Leasing & Rental Options skymarkrefuelers.com sales@skymarkrefuelers.com www.aviationpros.com/11174155

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