Air Cargo Marketing Plans and Air Cargo Development
More often, recognizing the importance of air cargo, airports are dedicating financial and professional resources to enhancing air cargo. It is important for an airport to develop a marketing plan when pursuing new or improved air cargo service. The ACI-NA Air Cargo Guide, Chapter 2, Developing an Air Cargo Market details the aspects of an air cargo marketing plan. The guide reminds the reader that marketing goes hand in hand with facility development since neither can be done successfully without the other. Both programs need a single focus in order to be successful.
A few of the items needed for a marketing plan and air cargo development as highlighted in the guide include:
- Market Assessment
- Clear, Specific, and Realistic Objectives
- Strategies to Achieve Objectives
- Input from Other Stakeholders
- Air Cargo Development
- Cooperative promotion programs
- Informational programs
- Advertising and cargo expositions
An assessment of the regional market area in conjunction with an assessment of an airport’s strengths and weaknesses will be the backbone of the marketing plan. Identify the potential cargo market and the advantages of the airport and region as a location to do business. The items included in a market assessment are discussed in detail under the Explore Air Cargo section. More information regarding SWOT Analyses can be found on the Air Service Explore Page.
Once the market assessment is completed, the airport can set objectives to overcome deficiencies or weaknesses or capitalize on strengths or unique features.
Each strategy should promote an airport and region’s strengths and should be targeted on two primary customers- air carriers (all-cargo and passenger) and air freight forwarders.
The marketing plan should include participation and input from other organizations such as trucking companies, local air cargo associations, agencies such as Customs and Agriculture, state aviation agencies, and local economic development agencies and chambers of commerce. This input helps foster support for the air cargo development efforts as well as the airport overall.
Pursuing new or improved air cargo service requires a thorough understanding of the customer and their needs. A vision of the opportunities available at the airport for a potential new carrier should be communicated and well-designed and cost-effective facilities should be developed to support customer needs. A report can be developed and presented to a carrier to highlight the airport’s benefits. Additional programs can be pursued to raise awareness of an airport’s cargo facilities and competitive advantage. These include: