With the recent major consolidation in the FBO industry, one consequence is pilots are now finding themselves with fewer options, particularly at major airports, and those non-chain FBOs are facing increasing pressure. This is causing an evolution in the relationship between fuel distributors and their independent FBO customers. “The pilot community is starting to look for alternatives,” said Marci Ammerman, Avfuel’s vice president for marketing. “The alternatives seem to be that some of the major [fuel] supply groups are banding together in a much stronger way, their group of FBOs that have existed for years.”
As a result, the Ann Arbor, Mich.-based fuel supplier has begun to consider itself, in the words of president and CEO Craig Sincock, “the chain of independent FBOs.” “I think what you see is you have fewer choices, but a more consistent experience, especially at the top 100 [U.S.] airport markets,” he told AIN. “FBOs in general, if you talk about the whole population, they are looking for strength in numbers and that’s what we’ve been focusing on this year.” As part of that focus, the company has developed an online “marketing toolbox” for its members, with tips on public relations, social media and branding. “Our internal marketing department is always available to support our branded FBOs with the marketing solutions they need to attain and retain more business,” said Ammerman. “Part of that support, now, is providing more informational resources to help these FBOs succeed.”
One of the strengths of a chain lies in its ability to refer traffic to its sibling locations, and Avfuel is introducing that capability among its nearly 650-member network. Using a new online system, Avfuel-branded FBOs can refer customers to fellow Avfuel dealers in other cities. As part of that initiative, FBO staff can register as Network members and earn rewards points, for each referral they make.
The company has also continued to expand its Online Rampside Training Course, available to its branded network, now with six new modules covering de-ice and anti-ice procedures, aircraft marshaling, towing, radio etiquette, record keeping and tips for trainers. These are in addition to the previous 10 courses on fuel handling, testing and storage. Additional modules dealing with security, operations, sales and customer service will debut next year. “For those who want to participate and take advantage of NATA’s Safety 1st program, we highly recommend it and think it’s a quality program,” said Ammerman. “What we wanted to do is provide a very affordable way for FBOs to get access to training. What we found is with NATA, you have to buy the program per seat, and that’s challenging for some FBOs that have a little more [staff] turnover on a regular basis, so with our program, you are able to have as many seats as you want throughout the time period.”
Another key component to strengthening Avfuel’s “chain” appeal to its members is in the changes to its Avtrip customer loyalty program that are being introduced here in Orlando. They should make the already popular plan even more attractive to customers. Starting at the beginning of 2017, program users will be grouped into three tiers based on historic data of their fuel purchased and network FBOs visited. At the base Silver level, pilots will earn rewards at the level they had been previously - two points per gallon. Based on increased fuel purchases or by visiting more unique Avtrip program participants, users can advance to Gold and Platinum levels, with their standings evaluated each calendar year. With 50,000 pilots participating in the program, the company awards more than $1 million in rewards each year.
Here at the show, Avfuel (Booth 2207) will be demonstrating that branded dealer network with its members Sheltair, Ross Aviation, and affiliated company Avflight, along with FBOs from 25 additional locations. Also, as part of its rollout of the new Avtrip program, it will be giving away prizes themed to the silver, gold and platinum tiers. Depending on the number of FBOs visited at the booth, conference attendees will earn a number of game pieces, which they can use for a chance to win one of several prizes.