PEOPLE GO TO SOCIAL MEDIA FOR TWO THINGS
1) To be entertained
2) Distraction
The marketing strategy that took Ryanair from zero to over 2.4 million followers
‘Europe's Lowest Fares, Lowest Emissions Airline’-marketingweek.com. - Ryanair: The Airline Everyone's Talking About.
Ryanair is known for cheap last minute flights, whether it’s a last minute flight to Zante to avoid FOMO or for a cheeky Guinness in Dublin, Ryanair is the go to. It does the job.
However, for a lot of people they would prefer to avoid, the stigmatised, Ryanair. For a while Ryanair were just in the background but now they are very much the main character in the airline world. Due to an excellent marketing strategy that was started by Michael Corcoran who stated ‘You must p**s off the 80% to reach the 20%’. They used this to their advantage as they were already deemed quite controversial, people will always have an opinion regarding their airline.
Being a ‘marmite’ like company Ryanair began responding to complaints on TikTok with sarcastic comedy.
Know your audience; Ryanair don’t expect Beyonce to be kicking back on their flight to get to Glasgow from Benidorm but they know their value is in the fact they are plentiful with affordable flights. They know they’ll be taking Joe, Callum, Josh, Conner and Jack to Ibiza on a bank holiday so they target their content to ENTERTAIN this demographic.
Using X (twitter), TikTok and IG they target this audience by addressing complaints and narky comments with wit.
In a recent TikTok they simply invited all brands that come across it to leave a comment. Not only is this great for interaction but it created brand loyalty (when a viewer sees a brand they recognise/already know and love, leave a comment on another brands content it automatically draws a connection and trust between the two.)As well as this they reply to customers comments with just as much comedy that was used in the content attached thus, building a brand personality.
Ryanair know their place and they accept it. A brand who pretends they’re something that they’re not looks tacky - (IMO)
Corcoran also stated in an interview “Ryanair get cancelled all the time, and were okay with that.”. As a brand you must accept how your viewers perceive you and either do something to change it or accept it and FLY with it.
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