Aviation Marketing by ABCI Logo on Gray x 600

Author: Paula Williams

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.

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!)

“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.

How to Attract a More Affluent Clientele

In the course of market research, many of our clients find that they need to attract more affluent clients. This is often a great strategy, for the obvious reason that higher-end clients have more money to spend, but also because they are often people with business experience so they’re easier to work with. They often have more influence in their communities, so if they like what you do, they’re more likely to make referrals.

Marketing Plans – The Tortoise vs. The Hare

Most companies, under most circumstances, don’t have the need or the resources for that kind of massive media blitz. While it was successful for the circumstances we were in, most companies don’t have those kinds of deadlines (or those kinds of budgets!)

Permission Marketing in the Aviation Industry

Unless you’re selling snow-cones at the park on a hot day, few people will buy your product or service the first time they meet you.

Sales cycles have gotten longer in recent years- especially in business to business sales, and especially in aviation, people research every purchase much more carefully. They do their homework before spending money.

If you’re a great company with a great product or service, this is actually good news for you in the long-term, because people are taking the time to make good decisions.