In order to formulate novel and effective marketing strategies for certain firms, it is essential to first analyze their current approaches to advertising and factors that are and are not efficient. Turkish Airlines is a successful air travel company that had continued to thrive even after the introduction of deregulation in Turkey when international firms were able to offer domestic flights where only one company provided them prior. Turkish Airlines are able to maintain a profitable state due to high ticket sales, international presence, low prices, and prevalent marketing (Aydoğan, 2017). Turkish Airlines currently utilizes several mediums for advertising, including printed media, television, sales of branded products, and more.
The strategy employed by Turkish Airlines can be summarized as being geographically localized and standardized, which offers both strengths and weaknesses. While this method of marketing is well-researched and reliable, it is not inherently adaptable to changes in technology and culture. For instance, with the rise of social media, the entire landscape of marketing has shifted, with engagement with advertisements being much higher through networking platforms. A recent public relations campaign included the potential to win tickets when posting a selfie (Ott, 2018). While the advertisement was a success, the company has not used its online presence to its full potential.
As such, the recommended additions to the current marketing strategies of Turkish Airlines include increasing their prevalence and engagement on social media. This can be done through a number of methods. First, competitions for free winnings, tickets, or other products are always effective in gathering exposure. The recurring provision of discount codes or notifications of sales is also a productive strategy. Turkish Airlines may also employ its platform to address and impact causes or matters that its customers care about. While these are the primary and most effective approaches, expansion on their social media platforms is likely to garner better exposure than more traditional marketing.
References
Aydoğan, H. (2017). The International Advertising Strategies of Turkish Airlines In The Context Of Globalisation. Journal of Social Science Research, 7(3), 539-559. Web.
Ott, G. (2018). Turkish Airlines Is Giving Away Free Flights For Taking Selfies In London. God Save The Points. Web.