Flighting

Flighting is a strategic approach within advertising and marketing, characterized by an intermittent and scheduled pattern of advertising campaigns. Unlike continuous or pulsing strategies, flighting involves periods of intense advertising activity, known as “flights,” followed by periods of little to no advertising. This technique is particularly favored in industries where consumer demand is not constant throughout the year, allowing for the concentration of marketing efforts during peak times to maximize impact and efficiency of the advertising budget.

The significance of flighting lies in its cost-effectiveness and its ability to capture attention at the most opportune moments. By concentrating advertising efforts during peak periods of consumer interest or demand, companies can achieve a higher return on investment (ROI) than spreading the same budget evenly over time. This approach is especially beneficial for products with seasonal demand, budget constraints, or those looking to make a strong impact within a short time frame. Flighting enables advertisers to build brand awareness and drive sales during critical periods, while conserving resources during off-peak times.

Flighting works by dividing the advertising budget and efforts into specific, strategically timed intervals. These intervals are planned based on market research, consumer behavior analysis, and an understanding of the product’s demand cycle. During “on” periods, advertising is aggressive, utilizing various channels such as TV, radio, online platforms, and out-of-home advertising to ensure maximum visibility. During “off” periods, advertising is significantly reduced or paused, allowing for budget reallocation or savings. This cycle repeats, ensuring that advertising efforts are optimized for the times when they are most likely to influence consumer behavior.

When implementing a flighting strategy, it is crucial to understand the target market’s purchasing habits and the seasonality of the product. For example, a flighting campaign for a beach resort would focus its advertising efforts during the winter and early spring, targeting consumers planning summer vacations. However, flighting is not without risks. If the “off” periods are too long, there’s a risk of diminished brand recall among consumers. Additionally, unforeseen market changes or competitive actions during quiet periods can impact the effectiveness of the strategy. To mitigate these risks, advertisers often complement flighting with low-level, continuous advertising or use digital platforms to maintain engagement at a lower cost.