Customizing Reports to Boost Your Leasing Platform’s Brand Story

January 23, 2020

Part of effective lessee management and retention is knowing how to communicate effectively

Any piece of lessee-facing communication aircraft lessors create and share is part of their brand story – and, most crucially, makes their brands stand out among competitors. Every opportunity to interact with lessees must be on point. Lessors should strive to meet their wants and needs, providing them with information that’s important to them while also valuing their time.

Whether it’s a marketing specification, a lease summary report, a sales sheet, internal reports, or dashboards , meant for external viewing or internal reference, it’s still a representation of a lessor’s brand and the professionalism of its operations and management’s leadership.

Which is why it’s important to create brand consistency in all the content, including in system-generated reports that play a vital role in day-to-day communications.

“Plenty of marketers focus on making on-brand content marketing, but reports deserve the same treatment. The look, the feel, the voice—it all affects how your content is consumed and how your brand is perceived,” notes Zeevo Group Principal Joey Johnsen. “Before you send your next lease summary report or sales sheet to a lessee, give it a pass to make sure it’s truly on brand.”

Invoicing and lease management systems, such as Leasepoint and Boeing’s AerData’s CMS application, host a wealth of information customarily leveraged to generate lessee-facing documents and reports – from lease summary reports to marketing specifications. However, the default out-of-the-box (“OOTB”) reporting for these systems is often lackluster and fails to offer ways to effectively customize and brand reports to meet business requirements.

While altering each report with a company-specific brand scheme may seem like a tedious job – and for which the Communications department has no bandwidth – Johnsen says that “enlisting the support of external experts to assist you in establishing templates for these documents is an effective way to reinforce your brand and strengthen your relationship with lessees.”

Johnsen contends that “reports are a tool for conveying results clearly, and they support transparency by putting you and your lessee on the same page.” When done right, reports keep adding value to lessees’ processes and in turn make them committed to meeting shared goals.

“Unfortunately, many lessors fail to take advantage of their reports’ potential,’ warns John McCartney, who heads the development of system-generated reports for Zeevo’s lessor clients. “This leads to the chronic problem of ineffective reports—discombobulated documents filled to the brim with soporific tables, indistinguishable KPIs, and hard-to-discern statistics.”

“The goal when sharing reports with lessees is to concisely, consistently, and clearly convey information,” underscores McCartney. Keeping your audience in mind will help determine which datasets the lessee considers most important, and what angle to take in presenting those data.

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(Source: The above article appeared on January 22, 2020 in Airfinance Global Dublin 2020 conference daily. Published with permission from Airfinance Journal.)

Zeevo’s creative solutions are designed to assist lessors to deliver a brand experience that not only meets the lessees’ expectations but strengthens their royalty to the lessor. Our team represents broad communications and marketing capabilities with deep experience in a number of key industries in designing, developing, and delivering creative content across all platforms. Learn more or contact communications@zeevogroup.com.