We talk about apps and technology in aviation marketing, the demographics of who's using what, and what's changing in aviation marketing.
We talk about the NBAA convention, how to park dozens of aircraft for a static display without making the pilots sweat, and how to have a great time flying to the Bahamas.
Arriving in Las Vegas by car or by plane, (as many of us did last week for the annual NBAA [...]
If we were to make a prediction about what all the "cool kids" (marketers, products and booths) will be wearing at the NBAA Conference this year, it will be that everyone will be using QR Codes! We expect to see them in all shapes and sizes and on all types of marketing materials.
This story, Marrs says, is a perfect illustration of what's wrong with most businesses, and why they're always under pressure to find the next client, bend over backwards to accept clients or customers that may not be a good fit, or they are forced to reduce prices to keep a customer. They don't have enough "hooks out there!"
I've had several versions of this same conversation with people when they ask about marketing. "The problem is that when business is good, I have no need for marketing. When business is bad, I have no money for marketing!" "You know what I'm going to say, right?" "Probably that if I was more consistent with marketing I wouldn't have this roller coaster going on with my business."
There are many good packages on the market, the important thing is that you use one of them. Today we’ll be talking about a few of the features you’ll want to use most . . .
Whenever we do a set of recommendations or a deeper consultation on a campaign with a client, sometimes the answer has to be this: "We need to go back to the drawing board. This product or offer just isn't good enough to succeed."
“The career path for aviation students has changed,” indicated Deidra Toye, the Admissions Director at Aerostar. “Aspiring airline captains used to work for years as flight instructors or charter services to build up time. Airlines worldwide are looking for qualified pilots with type ratings. With this new approach, you might as well get paid while you build time in type.”
There is a always a temptation to focus on the product and its features, rather than the customer and the benefits that are most meaningful to them.
Brad answers these and other questions for us: The economy has been really terrible lately; but you’ve had an excellent year so far. Why is that? How have the demographics of airplane buyers changed in the last few years, and what has DJI done to adapt to that? A really large number of people who have purchased from you in the past purchase from you more than once. How do you keep those relationships going?
Labor Day was initially intended to celebrate the contribution of working people, not necessarily business owners. The media sometimes makes it look as though business owners are all sitting on a beach somewhere with a cold drink with a little umbrella in it, bought with the proceeds of sweat from the brows of working people on their payrolls. But I would argue that things have changed - if that was ever a case.
At one point, while the team is preparing for an operation and stockpiling explosives, the cigar-chomping Smith philosophizes: "Overkill is underrated."
Being dependent on any one thing, especially if that thing is not completely controlled by you, puts your business at risk.
Many people in aviation have a military background. Yet many of the people we talk to don't apply that "military intelligence" and discipline to their marketing. One of the key concepts in both the military and in marketing is the separation of strategy vs. tactics.
While we agree with Meerman-Scott that the web has transformed marketing, we know that a great advertisement is still a powerful part of a campaign. ABCI also subscribes to the theory that aviation companies are typically not Coke or Pepsi. Traditional brand advertising is not the best use of funds or the most successful way to reach aviation decision makers.
On today's show we talk with Jim Gorman of Gorman 360, a former ad agency exec who has won recognition from Cannes, The One Show, Kellys, Addys, Andys, IBAs, Mobius, Clios, Direct Marketing Echoes, and Effies.
We launched a survey to find out what Aviation Professionals think of our Master Class topics for 2012, we have gotten some great responses so far - I thought I'd share what we've received to date on one of the questions: (wiseacres included!)
I belong to several professional groups for marketing and copywriting. My colleagues in these associations work in a lot of [...]
How do you prevent your search engine optimization (SEO) results from dropping over time? Here's a simple way to stay at the top. :-)