Shari Jones
XO Jet
Modern air travel can mean spending as much time getting to and through the airport as you do on the actual plane. For people whose time is the most important resource, XOJet offers an option with its on-demand private aviation service. The San Francisco Bay Area-based brand, which celebrated its tenth anniversary last January, “almost works like a private airline,” explained XOJet CMO Shari Jones.
But the pool of potential customers for such a service is limited. “There’s only 200,000 people in the U.S. who can afford to use our product on a day-to-day basis,” Jones said, “so finding them becomes like trying to find a diamond in the ocean.” Part of the solution lies with programmatic digital marketing. “We work with a lot of platforms, like Facebook, to do lookalike and custom audience development, and we’ve gotten really tight on who we think our profile is. Digital has been the most successful for us, particularly from a lead-generation standpoint,” she said.
The other part of the equation is the personal touch. “Modern luxury is really about taking care of people,” Jones said. “If you go to some of the best hotels today, it’s not about the bells and whistles but about how well they take care of you and your family. That’s what we try to do.”
Highlights from this week’s Marketing Superstars podcast include:
Addressing a limited customer base (4:32)
What programmatic is and how to use it (7:15)
Using video and pre-roll to explain brand identity (9:30)
The changing nature of luxury brands (11:09)
Moving a brand from third place to first (15:40)
Widening the base vs. deepening existing relationships (18:32) – Read more at: http://scl.io/n-fRn2Yq#gs.e0cEhTA