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Marketing Firm ABCI Selected to Promote Aero Expo Panama Pacifico 2017

ABCI was selected as the Marketing Firm to Promote the AEPP Expo

ABCI was selected as the Marketing Firm to Promote the AEPP Expo

Aviation Business Consultants International (ABCI) has been selected as the marketing firm for the second annual Aero Expo Panama Pacifico (AEPP) event to be held in Panama City, Panama.

“The Latin American market has been growing dramatically,” said Paula Williams, President of ABCI. “And the AEPP event is a proven concept and a great location – Yvan Boniface and his team were very successful in their first year without much marketing, and they were able to attract some very impressive exhibitors and sponsors, including Dassault, Embraer, Pilatus, Textron Aviation (Beechcraft, Cessna and Hawker are under the Textron umbrella) Million Air, Rockwell Collins and many others. That just proves the market is ready, the location is ideal, and we’re delighted to be a part of it and are planning for some impressive growth this year.”

Williams cited IATA’s figures that air transport supports more than 4.9 million jobs and counts for $153 billion in GDP in Latin America.

Yvan Boniface, organizer of the event, said “We wanted to build on the success of the AEPP 2016 and muscle up the marketing of the expo with a more professional touch. We found in ABCI a great team, organized, resourceful, extremely experienced within our industry, and offering a custom made solution to promote our event on a broad scale. The perfect match for us as we realized how important it is for our visitors and exhibitors to reach a large audience. We are confident that with ABCI as our aviation marketing firm, the AEPP 2017 will deliver an even larger and more diverse group than last year, for an exceptional networking experience. ”

Last year’s event included six aircraft on display, 25 exhibitors including one original equipment manufacturer (OEM), worldwide and local FBOs, fuel providers, and a maintenance and repair organization (MRO.) Attendees included more than 500 visitors from 15 countries.

Exhibitor registration for the event will be open in mid-December. More information can be obtained from the event website, http://aeroexpo-panama.com or by searching “Aero Expo Panama” or the hashtag “#AEPP17” on Facebook, LinkedIn or Twitter.

About ABCI –

Aviation Business Consultants International (ABCI) is a marketing company based in the United States that assists aviation-related companies to market more effectively and sell more of their products and services. ABCI brings technologies and “inbound” marketing techniques from the finance and technology fields to the aviation industry, and focuses on measurable, content-rich, “long cycle” marketing of complex or high-value products and services.

About Aero Expo Panama Pacifico –

The first annual Aero Expo Panama Pacifico was held in Panama City in 2016. AEPP is the only aviation exposition of its kind between Mexico and Brazil, which includes a wide, diverse and growing market for business aviation products and services, and included indoor and outdoor exhibits and displays, as well as educational seminars, including a panel discussion on finance and legal aspects of business aviation and a panel discussion on the future of business aviation in Panama and the region.

For all enquiries and more information about this event, please contact: AEPP – Panama Tel: +507 6408 1983,  Email: yb@aeroexpo-panama.com Find us on Twitter: @AeroExpoPTY 

Interviews and high-resolution photographs are available on request.

Reputation Marketing – Does Every Aviation Company NEED a Rockstar?

Reputation marketing is somewhat new to the aviation industry – most aviation sales and marketing professionals seem to think that if their reputation will “take care of itself.”

I understand what you mean when you say that aviation companies need rockstars. But my company sells to a very specific niche. And I don’t really want to be a rockstar. I prefer to keep a low profile.

This phone call from a company followed our Networking workshop last week, and a previous article on our blog about reputation marketing, including celebrity CEOs like Richard Branson, Lynn Tilton, Elon Musk and Herb Kelleher.

I certainly understand that there are people who like to keep a low profile.   John does security work for some clients, and comes from the very conservative military community. He is probably not happy about me writing about him as we speak.   I’ve worked with people in law enforcement.  There are people in witness protection programs. I’ve watched enough of Covert Affairs to understand that there are people who have strong reasons to keep a low profile.

One of our mentors in sales and marketing, the legendary Dan S. Kennedy, has admitted to a dislike of networking, speaking and the celebrity that goes along with it. He would just as soon have his assistant slide assignments under the door to him and not have to deal with people at all.

But, life is full of tradeoffs. Fame, at least among a very specific set of people, is the price we have to pay for successfully making sales.


Because people don’t trust companies – and with good reason.

Companies have been responsible for very high-profile dastardly behavior – selling shoddy products, poor customer service, and downright deception.

An example case – a flight school known to students as Accessible Aviation International in Long Beach, California collected up to $55,000 from each of a dozen Indonesian students, all of whom arrived in the U.S. for training to find the flight school closed.

We’re all too familiar, as consumers, with cases where we have a problem with a product and aren’t able to locate a person or even a phone number to call to get  the problem resolved.

While a person-to-person interaction, or even a firm handshake is no guarantee against fraud, poor quality products, or lack of support after the sale;  aviation industry veterans always advise us to  “know who you’re dealing with so you don’t get hung out to dry.”

 Reputation Marketing, the ACE formula.

reputation marketing - ACEIf you’re not willing to publicly stand behind your product, how can you ask someone to put their hard-earned money (as well as, potentially, a whole lot of effort, their own reputation, and even the safety of their passengers and clients) by depending on your product?

So, when a potential client tells me “I want to keep a low profile,” while achieving great results in the competitive world of international aviation marketing,  alarm bells start going off in my head.

Of course, we always do a lot of research before we accept a  new client, Some of the questions we ask – what is their reputation in the aviation community?  Are they leaving a wake of unhappy customers or legal actions?

In some cases, they have a fantastic product and reputation, the founder, owner or other decision maker is simply shy.

That’s fine, but it’s time to make a decision.

You can keep a low profile, or you can use “ACE” reputation marketing tactics.

ACE marketing = Authority, Credibily & Expertise.

I don’t remember where we first learned about ACE, I suspect it was Adam Witty of Advantage Publishing.

The principie simply illustrates why we buy from people we “know,” like and trust, even if we don’t know them personally.  It doesn’t take someone who is charismatic or photogenic.  BIll Gates is Microsoft’s ACE, and his nerdy public persona works perfectly for his objectives – marketing computer software!  What it takes is a willingness to “put yourself out there.”

What having strong reputation marketing does for you:

  • Reduces objections
  • Shortens the sales cycle
  • Increases word-of-mouth mentions
  • Makes mention in industry publications more likely

ACE Marketing Checklist:

People in your industry don’t hold elections to determine who the ACEs (or, “rockstars”) are.   There is a specific and deliberate formula to establish or improve your ACE marketing.  Any of these activities and factors in your area of expertise help build your ACE marketing capability:

  • Being personally, visibly associated with your brand and your product in your advertisements and materials.
  • Public speaking appearances
  • Publishing articles
  • Publishing a book
  • Appearing at networking events
  • Membership in associations relevant to your brand
  • Being mentioned in industry magazines
  • Being mentioned in association with other major thought leaders in your field
  • Having a large social media following of people in your industry
  • Ensuring that your website, social media pages, news items or videos appear in the first few online search results for keywords associated with your area of expertise.
  • Advertising consistently in high-profile industry magazines that have a good reputation with your audience.
  • Having personal visual cues that are associated with you and your brand.   Think about Richard Branson’s famous blond hair, Steve Jobs’  jeans and black turtlenecks, Bill Gates’ glasses.

After an hour-long phone conversation with “Mr. Low Profile,”  and subsequent research, we came to the conclusion that this particular potential client was just not a good fit for ABCI.

Of course, ABCI has to keep up our own reputation in international aviation marketing intact by associating only with reputable brands and people.  If a company is unwilling to put anyone forward as a an “ACE,” we see it as a sign that they lack the commitment to do what it takes to sell and stand behind their product or service.

HAI Heli-Expo 2015

Will we see you at HAI Heli-expo?

We’ll be “floating” at this year’s HAI Heli-Expo, and we’d be glad to meet with you at your booth or go find a quiet corner for a cup of coffee and a quick chat about your marketing!

Schedule 30 minutes on our calendar by browsing to HAI.AviationBusinessConsultants.com – select a time that’s convenient for you, and enter your booth number and/or cell phone number so that we can find you at the show!

John and I look forward to meeting you in person!

What Prospects Need Vs. What They THINK They Need

If I had asked people what they wanted, they would have asked for a faster horse.
Henry Ford

If you sell a complex product or service, you know what it’s like to talk with a customer that has a very different idea of what they think they need versus what YOU believe they need.

Our customer’s “perceived need” may be very different from our own view of their situation.

Take our Marketing Master Class. Please. 🙂

We are absolutely convinced the more our clients know about marketing, the more successful they will be.   We think that learning marketing and sales skills and techniques is well worth the time spent.

On the other hand, some of our clients have the strange idea that their time is nearly completely consumed with other things, like product development, customer service, and administrative tasks.

The dilemma – conflict between what they think they need and what you know they need.

  • We know beyond a shadow of a doubt that customers need to become familiar with certain concepts and techniques in order to get the best results from their sales and marketing efforts.
  • Our clients, members and prospects have other priorities (imagine that!) and express frustration about the amount of time required.

The solution – start where perceptions match.

In almost every situation, there is some area of agreement, however small.

Working with what the customer think they need

Working with the customer’s perceived need

We conducted online surveys and informal phone conversations with all of our clients and most of our Master Class Members, and here’s what they said:

  • “The materials are great, love the quality, great explanations of concepts, techniques work when we apply them.”
  • “Like the DVDs and organized materials sent by mail each month, like building a library of reference materials.”
  • “An hour is more time than I can spend at any given time.”

All products must evolve with the changing needs of clients. Here’s how our Master Class is evolving:


brief table

We also added a “Tip Sheet Only” level of service for members who truly believe that 30 minutes a month is all they can spare.

So, we’re providing what we know customers actually need, but “packaging” it in a way that they want.

Exec Brief LevelsInterested in becoming a member of our Executive Brief (if you’re not already?)  It’s for any busy aviation professional who needs to make sure his organization sells more product or service in 2015.

And/or, interested in talking with us about a particularly thorny “packaging” problem with your products or services?

Go to TalkTo.AviationBusinessConsultants.com and find 30 minutes on our calendar that’s convenient for you!

Will we see you at NBAA?

We’re making plans for the NBAA Convention in Orlando later this month.


Here’s our plan:

Tuesday –

  • Static Display & Networking events – meeting with clients & partners at the Static Display

Wednesday –

  • 9:00 Facilitating  education session: Time Management for Sales & Marketing Professionals.
  • 10:30 – 6:00 – Meeting with clients & partners at the Convention Center

Thursday –

  • 9:00 – 11:00 – Meeting with clients & partners at the Convention Center

Landing at NBAA


Going to the NBAA Convention in Orlando?

Get on our calendar and we’ll come visit you at your booth!  https://www.timetrade.com/book/6L3S1

Note – we’ll be at the Static Display on Tuesday, and at the Convention Center on Wednesday and Thursday.

Sales Phobia Panel Discussion – Excerpts

Last week, we hosted a panel discussion with five experienced sales professionals in different parts of the aviation industry.  We learned a lot about “sales phobia,” a common affliction in the aviation industry.   Thanks much to our “all star” panel.

The full transcript and recording will be on their way to our members and panelists this week.

Here are a few excerpts for everyone to enjoy.

Sales Phobia Panel Discussion Excerpt – How to Prepare for a Sales Call

We asked sales experts in the Aviation Industry – “How Do You Prepare for a Sales Call?” Their answers might surprise you. On the call – Dan Bigelow, Sandler Sales; Brad Harris, Founder and CEO, Dallas Jet international; Mike Livezey, Cutter Aviation; Michael J. Ryan, AirPSG, LLC; and Captain David Santo, Aerostar Training Services LLC.

Dan Bigelow, sales trainer and consultant with Sandler Sales Training of Utah talks about hiring the best salespeople.

Introduction – Brad Harris, Dallas Jet International
Brad Harris, Founder and CEO of Dallas Jet International an Chairman of NARA, was our panelist for our Sales Phobia Discussion for the Aviation Marketing Master Class. Brad brings a great perspective from the high-end aircraft resale community from his experience at DJI and as chairman of NARA.

Introduction – Mike Livezey, Cutter Aviation

Mike Livezey of Cutter Aviation was our panelist for our Sales Phobia Discussion for the Aviation Marketing Master Class. We were happy to have Michael on the program. Here’s his introduction!

Introduction – Michael J. Ryan, AirPSG

Michael J. Ryan, Managing Member of AirPSG, was our panelist for our Sales Phobia Discussion for the Aviation Marketing Master Class. Michael has the very valuable perspective from the “other end” of the airplane, as a frequent charter customer!

Introduction – David Santo, Aerostar Training Services, LLC

Captain David Santo, Aerostar Training Services LLC was our panelist for our Sales Phobia Discussion for the Aviation Marketing Master Class. Dave spends half his time as a professional airline captain, and half his time in the company he co-founded to help aviation students acquire type ratings, skills and connections for an airline career.

#TestimonialTuesday – A Profitable Marketing Habit

Testimonials are fantastic marketing materials because they are exactly what a prospective customer wants to know – “What do your CUSTOMERS say about you?” So, make it a regular part of your marketing routine to give testimonials, ask for testimonials, and use them in your marketing!


It’s easy to forget some of the big but important tasks in sales and marketing. So focus on it one day a week – make it a point, every Tuesday, (it’s easy to remember because of the nice cheesy alliteration!) to do SOMETHING about testimonials for your product or service.

How to Get Testimonials

  • Give a sincere testimonial to a partner or supplier.
  • Ask for a testimonial from a customer.
  • Add a question to your customer satisfaction survey – do they have any comments about your product or service?  Ask them to check a box if you have permission to use their comments in your marketing.


dji testimonialtuesday ABCI testimonialtuesday Jerome Tanis TestimonialTuesday - Nathan Howard


How to Use Testimonials

Once you get a few good customer testimonials, use them to improve your marketing materials. Here are some great places to use them:

  • Add them to your “About Us” page on your website. This is where people look for reassurance that your company is credible and they should do business with you.
  • Near your order form or “buy” buttons on your website, or the order form in a direct mail piece. Customers need to be reassured before they buy from you.
  • On product sheets, brochures, proposals, or recommendations.
  • Set them apart visually from the rest of the text, using a different font, color, lines or boxes, This lets readers know that “someone else is speaking.”
  • Testimonials are best when they come from someone who is likely to be knowledgeable in a relevant field. For that reason, it’s best to use names and titles attributing “who said it” whenever possible.

One more thing about testimonials – sometimes they’re not entirely positive. Customers don’t always say what we want them to say. My advice – use them anyway. It’s okay to clean them up for grammar, length or continuity (ask permission of the person who gave them to you to use the shortened or altered version) but don’t change the meaning.

So, there’s still some Tuesday left. Plenty of time to do something about your Testimonial strategy!

Marketing Status Reports – Intelligent Diagnostics

There is no shortage of data in the world.

But organizing it such that makes sense requires time, care, and experience.

Our status reports, like everything else we do, are based on the Long Cycle Marketing System that we developed for the aviation industry.  We use that structure to provide concise, visual data that helps us discuss priorities and make decisions.

Our status reports are based on Long Cycle Marketing

Of course, the longer we’re working together and the more data we share, the better and more useful these reports become.

We start with Phase Three – Total Sales

Why? Because many of our clients, or their bosses, like to get straight to the “bottom line.”

  • How many sales did we make this month?
  • Who are they? Do we anticipate any special requests or issues from those sales?
  • How much revenue do we expect from them? (What is our average Customer Lifetime Value or CLV?)
  • How much time passes between the time a prospect first makes contact and when he makes a purchase? (What is the length of our sales cycle?)

Next, we discuss Phase Two – Building Credibility & Closing.

  • What’s in the pipeline?
  • What’s the next step for each prospect in the pipeline, and who’s “got the ball?”
  • What sales are anticipated in the next three months? Six months? One year?

Then Phase One – Advertising & Prospecting.

  • How many leads are coming in?
  • What is the quality of those leads?
  • Where are the best leads coming from?
  • How much traffic is coming to our website?
  • How are people finding it?
  • Which pages on our site are they visiting, and for how long?
  • Should we adjust our marketing mix?

And finally, we review a dashboard showing the overall health of your marketing system.

Status reports - marketing system dashboard

  • Which marketing activities are humming along smoothly, and which need work?
  • What is the priority of the work to be done?

Our customers’ time is valuable.

There are many demands on their time. So when we design the status report format for a new customer, we ask ourselves these questions:

  • What decisions result from this information?
  • Is this the most understandable format for this information?
  • Is there anything we can do to make this information simpler or easier to understand?

Sometimes this involves using charts and visuals as provided by software (like Infusionsoft, Google Analytics, Klout, SumAll, Facebook Analytics, Alexa or some other source.  Sometimes this involves creating new dashboards and charts that show important comparisons that the software doesn’t make clear enough.

Making these marketing status reports clear, useful and actionable is one of our most important responsibilities as your marketing consultants.

June 2014 Aviation Marketing Calendar

Download our June 2014 Aviation Marketing Calendar

Click here to download the PDF file.

june 2014 aviation marketing calendar


We think that advanced planning and great routines are essential to great marketing results.

Ideally, you have a master calendar for the whole year and have planned your major events.  But each month, you can refine your plan by being aware of events in the industry that your clients and customers are involved with, and as a reminder of key routines that keep your marketing system top-notch.

Marketing Monday – spend at least an our working each Monday working ON your marketing system, rather than IN it.  Update your website and social media profiles. Plan a campaign. Design a customer welcome package or a referral program. Design a postcard. Do something that creates a lasting benefit to your marketing system.

Webinar Wednesday – spend at least an hour learning something new – whether it’s learning a social media platform, your Customer Relationship Management (CRM) system, or a direct mail technique.  Spending an hour away from “doing work” may seem counter intuitive, but we’ve found that our clients that invest the time in the education of their staff benefit from it.

Facebook Friday – This actually refers to all social media, but Facebook Friday has a nice alliteration. Plan and create your social media posts for the week.   Connect with your Top Ten Most Desired Customers on all social media platforms. Learn what you can about them, connect and comment as appropriate. Remember that social media is a two-way street, not just a megaphone!

Father’s Day Campaigns –

These can work for B2B OR B2C  companies, and can be offered via any media (email, postcards, social media, etc.)

  • Offer a “Dad’s Day” premium or gift with purchase. (A flight bag, golf gadgets, sunglasses, an aviator tie, a aviation print for his office?)
  • Emphasize how a time or money saving product can help dads get home and spend more time with their families.
  • Accept “Dad of the Year” nominations and offer prizes.
  • Write feature articles about your team members who are Dads, Grandpas, Stepdads, Foster Dads or Big Brothers


Which social media channel is best for aviation marketing?

Which social media channel is best for aviation professionals to reach decision makers?

We all have limited resources, especially time, these days.

And we’re always hearing  about newer, cooler, more interesting social media channels that may be better for our purposes.

In our experience, people vastly under or over-estimate the importance of social media for marketing.

Some key stats from jeffbullas.com


Here are some of the latest figures to mull over.

  • There are now over 1.15 billion Facebook users
  • One million web pages are accessed using the “Login with Facebook”  feature
  • 23 percent of Facebook users login at least 5 times per day
  • 47% of Americans say Facebook is their #1 influencer of purchases
  • 70% of marketers used Facebook to gain new customers


  • There are now over 1 billion  with Google+ enabled accounts
  • It has reached 359 million monthly active users
  • Google+ is growing at 33% per annum.
  • The 45 to 54 year old bracket  increased its usage on Google+ by 56% since 2012

When you consider that Google+ has only been around for less than three years, then it is a success on many levels. So Google must be happy with with its investment, (which is north of $500 million initially invested in Google+.)


  • There are now over 550 million registered users
  • 34% of marketers use Twitter to successfully generate leads
  • Twitter was the fastest growing network with a 44% growth from 2012-2013
  • 215 million monthly active users

Twitter has also made some changes in the last few months that has made it more visual and engaging.

The others

We haven’t mentioned some important social media channels. These include. Pinterest, Instagram, LinkedIn, YouTube, Tumblr, Vine, Slideshare and many others.

This year expect the visual social media networks to hit more home runs.

  • LinkedIn with 300 million active monthly users (Expect a whole article on LinkedIn from ABCI soon- this is one of our favorites for obtaining new leads and clients.)
  • Pinterest with 20 million active monthly users
  • Instagram with 150 million active monthly users.

ABCI has opened  Pinterest and Instagram accounts recently and will be reporting on them as well.

So, statistics are fine, but they’re pretty general.

What we’d REALLY like to know is this:

What do Aviation industry decision makers really use?

The only way to find out for sure is to ask!

Respond to our survey below (7 questions, about 5 minutes)  and we’ll send you a complete report with the results of the survey.

Which social media channel is best for aviation? social media channel is best for aviation


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