||Why do I specialize in Aviation Marketing?

Why do I specialize in Aviation Marketing?

I was at a marketing conference (AWAI’s Web Copywriting Intensive) last week, and in one of the classroom exercises I mentioned that it’s my intention to specialize in aviation marketing.

“Why on EARTH do you want to do that ?  Those guys are getting hit pretty hard by the economy and they’ve just been hit with all that bad PR about the auto industry execs coming in their private jets to ask the government for money!”

Hmmm. . . What can I say?

Why would a marketing consultant specialize in Aviation?

Several things, actually.

The aviation industry in the U.S. isn’t going to take this lying down.  And I want to be one of the first to offer a hand up.  We’ve seen how powerful bad PR can be, but that works both ways.  This is a great place for some good PR.

Cessna has a new online campaign called Cessna Rise – one of my favorite quotes from their web site:

Shame on those who suggest that business aviation is little more than a corporate frivolity. Focusing on facts over hyperbole, it’s glaringly apparent why you fly.  Study after study shows companies operating business aircraft outperform competitors that don’t.  It’s simply about availing yourself of the tools to do your job.

specialize in aviation marketingHawker Beechcraft is cutting costs in other areas, but is also taking on the critics.    The ad for their new Beechcraft King Air 350 is headlined – “Sensible enough to impress any Congressional Committee.”

What self-respecting marketing copywriter could read that and NOT say to herself – “I’ve got to talk to those people!”

Add the fact that I have the religious zeal of a new convert- I just started flying lessons in September when my husband and I bought a new Cessna 172 with the Garmin 1000 glass cockpit.  It took me awhile to get comfortable with landing the darn thing but now landings are my favorite thing. I can’t get enough of them.

Add to THAT the fact that the aviation industry in the U.S. is where it all started, with Orville and Wilbur and everybody thinking they were crazy.  Yes, they were crazy alright, but just over 100 years after their first powered flight there are flights arriving in every major city every few minutes from all over the planet.  We can’t imagine what life would be like without regular commercial air travel.

But, instead of going into all that, I just smiled at my classmates and let them think that I’m crazy..



  1. Avatar
    Marcellette Cloche March 10, 2009 at 8:08 am - Reply

    This fight is for the world market, not just the U.S. I also believe that GA and Air taxi are the future of aviation and that entrepreneurs & small to medium-sized businesses really need this type of tool in order to gain that competitive edge. Down with the ‘fat cat’ image and on with the intelligent business model/quality of life advantages GA can offer!

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    toobexigo March 10, 2009 at 3:23 pm - Reply

    now in my rss reader)))
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    Petites annonces March 16, 2009 at 6:32 pm - Reply

    nice post realy this is great we like to touch and see some articles like this

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    Simona April 16, 2009 at 10:15 am - Reply

    Nice work! I’ll have to do a cross post on this one 😉

    • Avatar
      admin April 20, 2009 at 12:53 pm - Reply

      Thanks! Let me know when & where – maybe we can guest post . . . 🙂

  5. Avatar
    Catalina April 30, 2009 at 9:20 pm - Reply


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    Arianatite May 13, 2009 at 7:03 pm - Reply

    Great point and very interesting food for thought. I’m not sure I have any clients I can replicate this with, but will bear in mind for the future. Regards

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    Dating No Strings June 11, 2009 at 10:10 am - Reply

    Hi! This Why do I specialize in Aviation Marketing? | Aviation Business Consultants International Inc. was really what I’ve been searching for. THanx!

  9. Avatar

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  10. Avatar

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