We talk to Ryan Keogh about passion, sales and customer service. Ryan works with Cutter Aviation and also the host of Warbird Radio.
Jill is the owner of Heiste Communications - she specializes in aviation-related copywriting and PR. We talk about why it's [...]
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.
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. :-)
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.
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.