AeroCloud: Creating thought leadership that drives leads

AeroCloud: Creating thought leadership that drives leads

AeroCloud’s mission is to enhance airport operations through digital transformation, underpinned by its core belief that ‘Airports Deserve Better. But not all airports know they’re being underserved by traditional, legacy technology partners, nor understand how more advanced solutions can enhance their operational decision-making, commercial prospects and passenger experiences. AeroCloud asked The Flywheelers to help close this knowledge gap and drive leads.

Approach

The Flywheelers developed a campaign strategy that would show the direct impact of legacy technology and processes on airports’ growth potential, aligning to where AeroCloud’s product suite can support them.

Hooking into fact many airports were still recovering from the financial impact of the pandemic, The Flywheelers saw an opportunity to show airport leaders how technology transformation could help them navigate a challenging economic environment by overcoming operational hurdles that may be acting as barriers to revenue growth.

Combining survey data from airport leaders in AeroCloud’s key markets, combined with customer insights and market trend analysis, The Flywheelers developed a hero piece of thought leadership content, which it launched through an integrated campaign.

To raise brand awareness, The Flywheelers launched the report with media in the UK and US, extending the media presence with a second press release and a series of thought leadership articles, and created talking heads videos with analysis of the campaign findings from the CEO and COO. While to drive leads, it launched and continuously optimised a paid LinkedIn lead gen campaign targeted at senior decision-makers at airports.

Impact

The campaign succeeded in positioning AeroCloud as an industry pioneer. Our media outreach secured:

-28 pieces of media coverage with a reach of 165 million in key media including Forbes twice, Travolution and Simple Flying. 17 articles included a backlink.

-70% coverage included key messages around the role of technology transformation in revenue growth.

The campaign also met our objective to drive leads for AeroCloud’s sales funnel:

-An exceptional lead form completion rate of 23.56%, more than double the industry average of 10%.

-Strong CTR combined with a 12% click-to-lead conversion rate, exceeding the LinkedIn average (typically 4%). This shows our ads had a slick design, that our audience optimisation worked, and we had a clear CTA

-Lead to live sales conversion rate of 5% for AeroCloud’s sales team with North American and European airports

The success led to AeroCloud’s Head of Sales commissioning a second campaign from The Flywheelers in H1 2024.

The Getting on the Runway report is a fantastic initiative from AeroCloud for the industry… Airports have a fantastic community amongst themselves and this knits markets together globally nicely. Shared problems are halved problems and this report gives insight and comfort that airports are facing the same challenges and there are solutions out there.

Damian Fairbrother-Jones Former COO, AeroCloud