Press Release: 00033

1 February 2010

Source: http://www.charterbroker.aero/mag_story.html?ident=9856

Gabriella Somerville, md and owner of ConnectJets cultivates online networks to add new social dimension to broker client relationships

On-line social networking platforms, such as Twitter, Small World and Facebook are presenting the charter broker and other private aviation professionals with new global marketing platforms. ConnectJets and PrivateFly.com are among companies that are developing their social media strategies and are already beginning to see real benefits.

Gabriella Somerville, md and owner ConnectJets, who features on this issue's front cover, says: "Social networking is here to stay and, having embraced it, it presents a huge opportunity in the marketplace."

UK-based ConnectJets offers broking along with a raft of other services including jet and helicopter charter, jet membership, fractional and lease programmes, aircraft sales, concierge and security. ConnectJets is billed as the first all-woman private aviation company seeing broking as a frontline marketing activity.

"The broker is a highly efficient business tool for the private jet customer, offering impartial, objective market intelligence, along with linguistic expertise and local knowledge," Somerville says. "The customer will ultimately romance with charter before he or she commits to a longer term relationship, such as the purchase of an aircraft. Some 40 per cent of our on-line enquiries come from people investigating private aviation as an alternative to commercial travel. This is primarily down to our unique marketing strategy which is aimed at the 'virgin' consumer. There is a new generation of business jet users and it is now time to engage. I have no doubt that we will see the escalation of online services, including online bookings, but, that said, the key to maintaining pole position in the current market is to remember that this business is and always will be relationship-based."

ConnectJets, she says, is working with a specialist company from the security technology sector. "The company provide tracking capabilities, which range from covert personal systems built into iPhones and Blackberrys, which are suitable for individual staff members or vip principals, through to global satellite technology optimised for vehicles, aircraft or high value consignments."

Somerville says 'track and trace' technology has proved to be a popular confidence building piece of technology for the female traveller. Apart from Somerville, key members of the team include charter executive Jodie Packham, events manager Vanessa Dale and sales and administration executive Hannah Clapp.

Somerville says ConnectJets will continue to develop innovative services. "We believe in the importance of rewarding our clients and their personal assistants for continued business. With this in mind we created the Jet Loyalty Lounge, a private online members' club giving access to benefits and promotions from our luxury partners. In conjunction with these benefits we will also provide a prestigious events calendar along with our in-house concierge service."

There is also a PA Lounge, a private club for the personal assistant, secretary or executive. "The on-line club will present a number of benefits for the PA, including but not limited to, unique invitations to a number of prestigious events and a membership to our loyalty points programme. The programme will award points on every flight booked and once a tier has been reached they can then choose from a portfolio of products, such as a day at Penny Hill Park Spa to breakfast at Tiffany's and for the male executive we have a number of sporting day events on offer."

Carol Cork, PrivateFly's sales and marketing director, confirms: "The private jet industry now has a great opportunity to use social media, engaging with potential customers in new ways, and communicating the benefits of private charter to a wider audience. The private jet user is sophisticated and media-savvy and we need to reach them unobtrusively, at an early research stage of their travel planning. We can do this in a variety of ways including blogging, industry forums and postings on relevant social networks. With quality content, brands can add value and open a two-way dialogue."

Cork points out that, by engaging in popular social media topics such as airport hassles and security delays, travel tips and destination advice, charter brokers can better understand their customers. "It gives us opportunities to hear their views and see what will continue to interest them. As more customers look online to plan and book private charter, social media is a great opportunity to attract them."

A wide range of companies in private aviation are tweeting. JetBrokers Europe has joined the expanding numbers of aviation tweeters on Twitter. The European arm of the US JetBrokers Inc. was launched in September last year to offer aircraft sales and purchasing services just like its US counter-part. "Twitter, an increasingly popular social media, will help raise JetBrokers' European business profile and get infor-mation out quickly," says Tim Barber, European md. "There is a growing core of aviation professionals using this fast-paced website to stay connected."

Barber says JetBrokers Europe will post comments on marketplace activity, review trends on valuations and share details of aircraft in their portfolio. "We aren't really expecting Twitter to be the platform for generating sales or purchases of aircraft, but if we are able to use it in order to keep our customers and prospective customers informed, then it could be extremely helpful," he says.

Brokers, therefore, will be developing contacts with fellow professionals as well as potential clients. But social networking is only one part of such brokers' marketing strategies. A strong corporate image and efficient client service are vital to underpin the social networking.

ConnectJets' Somerville says women throughout the years have contributed hugely to the success of aviation, from those who piloted the earliest aircraft, such as Amy Johnson, to the first women in space almost a century later. "These trailblazers have been very much the inspiration for ConnectJets and with this in mind we ventured to start an all-female set up, which so far has done us well, not for any reason of discrimination, but purely because it has turned out that way due to the synergy the current team has built. The girls are great at managing the detail and are excellent sales women."

However, she adds: "That said, I have no doubt that in the future as we expand we will, of course, recruit both men and women."

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