“Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals!”

-Jim Rohn

We’re publishing a series of Back-To-Basics short videos about the most important aviation marketing topics.

Introducing the series. . .

Paula Williams: Welcome to this week’s episode. I am Paula Williams.

John Williams: I’m John Williams.

Paula: We are ABCI and ABCI mission is…

John: To help all you ladies and gents out there in the aviation sector, sell more of your products and services.

Paula: Absolutely. So, like most businesses, we get really involved in our clients and things going on and all kinds of stuff. We don’t spend a lot of time on introspection, which is not exactly true. We actually tried to be introspective at least for 5 minutes every Monday, when we do our weekly meetings. One thing that we discovered was that, we really haven’t done much focus on our basic fundamentals as a business, at least in our podcast. We do it all the time with our clients, but we haven’t updated what’s out there, about the fundamentals of what we do in a very long time.

John: True.

Paula: So we decided to do a short series of podcast episodes about the fundamentals and it’s just kind of a back to basics. Here’s what we do and here’s why do it, right?

John: Okay.

Paula: Okay. So first one, obviously, aviation marketing.

John: Uh-huh.

Paula: What is aviation marketing?

John: You’re the doc here. I’m just the go-to-guy, you know.

Paula: Right. You ask 20 different people and you’re gonna get at least 30 different answers, right?

John: True.

Paula: Of what aviation marketing is and a lot of people will include and we do to. Market research, product development, strategy planning.

John: Sales.

Paula: Sales, everything. I mean, the sales fall under marketing or just marketing fall under sales. Is this big philosophical argument, right?

John: Uh-huh.

Paula: Okay. But at its most basic, aviation marketing is what you need to do to create sales for your product or service, what you need to do to sell more of your product or service. That is our mission at ABCI is to help you sell more of your product or service.

John: Exactly.

Paula: So whatever that takes and we have got this diagram that we put together of what is involved with aviation marketing, and what should you be doing, what shouldn’t you be doing, and depending on the situation some of these are more or less important for you, right?

John: Exactly.

Paula: All right. So…

John: Situational awareness.

Paula: Situational awareness, exactly. So, what we do when we consult with clients as we decide which of these tools in this toolbox is the most appropriate for them given where they are and what their objectives are, what their competitors are, and what their budget is, and what their situation is, right?

John: Right.

Paula: Okay. The answer is different.

John: Every time.

Paula: Every single time, right? So anyway, that’s the basics of what aviation marketing is in our book. Like I said, you ask 20 different people and your gonna get 20 different answers, but we have been helping people in the aviation industry do this for more than 15 years.

John: True.

Paula: So I think our opinion should weigh more than the next 20 people.

John: Of course, you do.

Paula: Of course, I do. Seriously. I think what we bring to the table is a lot of experience with a lot of different types of aviation industry clients. So, that is how we’ve evolved our business model and this is the array of what it includes, right?

John: That’s true.

Paula: Okay.