Interview with Jill Heisterkamp, Heiste Communications about Writing for the Aviation Industry
Jill is the owner of Heiste Communications – she specializes in aviation-related copywriting and PR. We talk about why it’s important to have an aviation specialist! [fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”] }.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
Features vs. Benefits, Las Vegas Style
Arriving in Las Vegas by car or by plane, (as many of us did last week for the annual NBAA convention) one has to marvel at the ingenuity of Las Vegas marketers. Millions of lights and millions of gallons of water have literally transformed a desert wasteland into a thriving cultural, art and civic center. […]
Fashion Prediction for NBAA11 – QR Codes!
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.
How Many Hooks Do You Have in the Water?
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!”
Making Cash Flow Cycles a Little Less “Exciting!”
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.”
Email Marketing Software – Which Package is Best for Your Marketing Efforts?
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 . . .
Marketing is a tough business. We don’t get paid to be nice!
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.”
Press Release – AeroStar provides answers and solutions to students seeking advanced flight training.
“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.”
Ad Makeover – Before and After
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.
Relationship Marketing with Brad Harris of Dallas Jet International
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?
A Twist on Labor Day – A Salute to the People Who Work the Hardest
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.
Aviation Marketing Strategy – Overkill is Underrated
At one point, while the team is preparing for an operation and stockpiling explosives, the cigar-chomping Smith philosophizes:
“Overkill is underrated.”
Marketing Strategy – Be a Control Freak
Being dependent on any one thing, especially if that thing is not completely controlled by you, puts your business at risk.
Tactics vs. Strategy
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.
Old Rules, New Rules, & Reality in Aviation Marketing
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.
Aviation Advertising with Jim Gorman of Gorman 360
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.
Responses to our Aviation Marketing Survey So Far
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!)
Search Engine Optimization Question from an Aviation Company
How do you prevent your search engine optimization (SEO) results from dropping over time? Here’s a simple way to stay at the top. 🙂
Should You Hire a Big Marketing Agency, or an Aviation Specialist?
I belong to several professional groups for marketing and copywriting. My colleagues in these associations work in a lot of different fields, some are specialists and some are “generalists” that work for big marketing agencies. Nick Usborne, an established and respected copywriter, included this quote from a client in an article for AWAI (American Writers […]
“Just Do It” – How to Create a Great Theme Line- Upcoming Podcast with Jim Gorman
We write great content for aviation companies, but the elusive and mythical tagline is something we could all use help with. We have the illusion that the great ones just drop out of the sky onto the business owner or marketing director’s head, fully formed and perfect. Lightening strikes, thunder rolls, angels sing and we have no doubt that it’s “the one.” The reality is not always so dramatic and clear.