Video – One of the most effective elements in the aviation marketing toolbox
As you know, every relevant, high quality piece of content you produce has enormous marketing value if it’s deployed correctly. Every article, photo, audio file, or video file has the potential to reach a customer at the right time and deliver the right message. Most content has a long “shelf-life” and can continue getting you […]
Could you make more sales by offering a seminar, webinar, or workshop?
Have you considered offering a seminar, webinar or workshop as part of your sales process? Here are a few more questions: Is your product or service too complex to explain, in 30 seconds or less, to a relative who’s not “in the business” at a casual event? Do you sometimes lose sales to a competitor […]
Should you use Google+ to promote your aviation business?
Many of our clients have had success publishing advertising, acquiring leads, nurturing relationships with current and past customers, and acquiring referrals on social media. And many of our clients and prospects are asking about Google+ (Google Plus.) Our philosophy about any marketing tool is this: “Does it help you perform any marketing task, better or […]
Are Online Marketing Classes a Waste of Time?
Staying up-to-date with the latest marketing technologies and techniques is a never-ending job. One way to get good, up-to-date information without spending a fortune on travel is to take online marketing classes and read articles such as this one. Is it worth the time to do all that reading and studying? No, it isn’t. Not […]
If The Purpose of Your Ad is to “Get Your Name Out There,” Don’t Waste Your Money!
“I was kind of upset. We had run the ad for three months straight, and received no inquiries. But, as the ad salesman said, the real purpose is really to ‘get our name out there.’” Um, no. To “get your name out there” is a fine objective if you’re Coca Cola or Boeing or GE. […]
Use Your Company (Or Product’s) Core Story to Build Your Brand
If a visitor to your website has invested the time to read more about your company, shouldn’t you reward his curiosity with something more interesting than the usual corporate-speak litany like this: “Initially incorporated in 1976 as a management consulting firm, <<company name withheld to protect the guilty>> offers a unique blend of consulting […]
Marketing and Privacy – Mutually Exclusive?
Balancing marketing efforts with privacy concerns is something we discuss with every new client, and something that everyone involved with marketing or sales should consider carefully. We recently spoke with an entrepreneur we met at a trade show. “I just started a new business venture, and of course I want it to be successful. We […]
What Are Your Customers Too Embarrassed to Tell You?
Your customers are smart people. But sometimes, they are too embarrassed to tell you what they don’t know. Especially if you sell high-tech, complex, or large-ticket items; this can be more of a problem than you realize. ABCI buys and uses a ridiculous amount of software and data subscription services. These sophisticated tools change frequently, […]
How “Sales Choreography” Prevents Prospect Chasing
Sales is more often described as “chasing” than dancing. We think that’s a problem. We were discussing this concept in a Sandler Sales training meeting, and it led to an animated conversation among a group of professional salespeople. Chasing customers is exhausting for you, irritating for them, and rarely does anybody get “caught.” Sales, like […]
Eight Marketing Organizational Structures
There are as many different marketing organizational structures as there are companies – One thing we’ve learned consulting with aviation companies is that many different org structures can work either very well or very badly. Accountability is critical to sales and marketing success. And a good marketing organizational structure, and structure of a sales department, […]
Three Reasons Prospects Don’t Buy
No matter how great you are at sales and marketing, there will be a number of prospects that show an initial interest in your product but then seem to cool off, stop returning your calls or even disappear altogether. What happened? While you should make every effort to find out the specifics of […]
Commissions and Bonuses – Pragmatic Generosity?
Although our mission is aviation marketing, this week we’re going to start with a story about waiting tables in a restaurant. Bear with me, there is a point to this story. When I was in high school, I waited tables at a restaurant. I noticed that one of the older, wiser waitresses discreetly tipped the […]
Product Packaging – Presenting Your Product to a New Customer
Packaging your Aviation Product or Service Whether you sell service packages, charter flights, insurance, software, or books; the way you package and deliver your product is important for several reasons: You want your customer to feel sure that he’s made an excellent investment. You want to make sure he has everything he needs to use […]
Email Broadcasts- Doing the Right Thing the Wrong Way?
Like most people, we read our email each morning with one finger poised over the “delete” button. The good news. Email is a wonderful tool. Several email providers, like Aviation Broadcast, provide an outstanding service. They do an excellent job of “getting your name out there,: and can be an excellent tool when used as part […]
Four Things to Consider when Choosing a Marketing Company
If you’re in the aviation industry, there are many factors to consider when you’re choosing a marketing company to help you sell more products or services.
What’s the best structure for a Sales and Marketing team?
We are often asked – “What’s the best structure for a sales and marketing team?” The short (and vague) answer is below. A longer (and more helpful) answer follows. The best sales and marketing team is one that is as small and inexpensive as possible, while supporting a healthy pipeline prospects that makes as many […]
Product Packaging – “What’s In the Box?”
Whether your product is an actual, physical object, or a service, or a set of services (like our consulting services, or our Marketing Master Class) it’s important to understand that your customer wants to know EXACTLY what they’re getting before they part with their cash. That’s only fair, right? We like to create a welcome […]
If You Do What You’ve Always Done, You’ll Get What You’ve Always Got!
I’m sure you’ve heard this old saying before, but you’d be amazed how many people in the aviation industry stick with the same old tactics – Magazine ads that generate no discernible new business. Email broadcasts that garner less than a 2% click through rate (and often zero in sales revenue.) Trade show appearances that […]
Is Marketing a Capital Investment or an Operating Expense?
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The 21 Best Business Aviation Blogs
What are the best aviation blogs? Everyone has different priorities and criteria, but here are 21 of our favorites! We haven’t run a “best of” list for awhile, (last one was in 2010!) and decided it was about time. Of course, creating any kind of “best business aviation blogs” list simply BEGS for someone to […]