ICON A5

Objective

To increase brand awareness, design a marketing and sales funnel, and generate leads for the ICON A5, a luxury light-sport aircraft that had recently gone to market.

Challenge

With the launch of the ICON A5—ICON Aircraft's flagship product—the company executed one of the most unique product marketing strategies the manufacturing and engineering world had ever seen. Countless publications had the A5 on their cover. And morning news shows were showing off the A5, branding it the "wave of the future" and the "flying car is here". The challenge was creating an effective method to capture this attention and segment it properly within the database.

How does the brand separate fans and enthusiasts from opportunities ready to buy? How does a new company tell the story behind the product, engendering trust with new customers?

In short, ICON needed a storyteller to nurture and to help qualify leads to move through the sales funnel.

What we did

1. Segmented audiences based on first and third party data; utilized lead attribution best practices to fully understand from where leads inbounded, triaging accordingly

2. Developed scoring and grading systems, deciphering passionate leads from potential customers ready to buy

3. Nurtured and qualified leads through SMS and email engagement campaigns

4. Built and refined an annual content calendar to keep a largely seasonal product front of mind and to tell ICON's company story as it evolved

5. Built and refined an annual events and experiential marketing calendar, to get one of the world's most unique products in front of potential buyers and to tell our company story in person

6. Created "ICONIC Destinations" photo book (physical and digital book) to promote the brand image of the ICON A5 to perspective owners (and as a lead magnet).

View a sample from ICONIC Destinations here:

‍

‍

View sample brochure:

Conclusion

In five years, ICON went from having a product owned by 17 owners to an ownership community of over 200 pilots across thirteen different countries. The database tripled in leads, was segmented according to a number of distinct profiles, and has sales offices in all four corners of the country with additional, international dealerships around the world.

‍