Crafting a digital platform that brings customers &
an international sales team together.
Diamond Aircraft
Diamond Aircraft boasts a celebrated history of innovation in the small aircraft industry. When it came time to translate that revolutionary spirit digitally, we architected a solution that could act as both a marketing asset and a powerful sales tool.
Online
Navigating the Digital Landscape
Highlighting key differentiators that set Diamond apart from their competition while distilling complicated processes into easy-to-use functions were the two fundamental goals of this project. To do this, we conducted extensive internal research to better understand both the customer and the messaging that best spoke to them. This data gave us key insights that shaped the communications in both the print and digital strategies.
The research uncovered an important secondary decision maker that hadn’t been considered in the creation of marketing strategies: the spouse of the potential pilot. When it became clear that their opinion in this purchase decision held a considerable amount of weight, we catered portions of the digital strategy to speak directly to them. Adding sections that highlight Diamond’s obsession with safety and utilizing layman’s terminology in key areas to boost general understanding allowed spouses to not only become better engaged in the process, but advocate on behalf of obtaining a Diamond Aircraft.
This project also featured conventions that would become industry standard for the makers of all small aircraft, such as coordinating digital and physical promotions for tradeshows and creating the advent of on-screen discovery modules. These virtual reality components allow users to have a comprehensive in-aircraft experience without physically setting foot in the airplane; which, in turn, creates a powerful sales funnel tool where the next step is setting up a test flight.
Sales Tools that Soar
With a sales team stretched across Canada, the United States and the Americas, it was essential to create simple, effective tools that are easy to access and utilize within the funnel process. Easy access to marketing materials, lead generation and powerful user behaviour analytics all empower associates across North America to sell more efficiently.
Our business is producing high quality aircraft, not marketing. Design Lab’s sole business is marketing and their work has taken our brand to a higher tier.
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